Mazoutvoordeel.be commissioned Izoard to maximize their Google ads search results. They wanted to find a solution to capture high seasonality peaks of mazout orders while keeping a consistent cost per purchase all year long.
The volume of searches and orders can spike up to 300-400% in one single day depending on mazout price, news and external events which can have very bad impact on campaigns performance.
We switched from a « fixed monthly budget » strategy to a « rolling budget » strategy. As soon as the volume of orders rise and the CPA (cost per purchase) stay consistent, we keep investing to harvest maximum volume of orders during those peaks.
We were not blocked by monthly fixed budget, but work hand to hand with the client to absorb those peaks of volume and maximize the results.
You can see on the screenshot below the blue line being the volume of orders, and the red line being the CPA. (Cost per purchase)