Wizz Air

Previously, campaigns relied on manually uploaded brand and route keywords without factoring in live prices or availability. Across multiple markets (including the UK, Italy, and the UAE), many keywords targeted sold-out routes, while some active routes had no ads at all.

To prevent wasted ad spend on unavailable routes, we built a feed combining internal APIs with location data. After translating routes and city names, this feed provided real-time route details in Google Sheets. Integrated with Search Ads 360, it automatically creates, enables, or pauses ads based on live availability.

This also made the activity more transparent—Impression’s internal teams and Wizz Air stakeholders could easily see which ads were live at any time.

We worked with Impression’s Organic team to refine Branded spend while maintaining strong Brand search performance.

Analysis showed low competitor bidding and high Organic rankings across most markets. Italy was selected for testing, but we found Online Travel Agencies (OTAs) were bidding on broader terms like “Wizz Air flights.”

To measure the impact, we developed a dashboard tracking overall Brand search performance across paid and organic channels. By adjusting bidding strategies, we lowered CPCs on core Brand terms and measured the resulting traffic impact.

The savings from these efficiency improvements were reinvested into upper-funnel activity, specifically Performance Max and Demand Gen campaigns, driving broader demand and awareness.