Automation delivers 180% more conversions for Orange’s internet and TV offer

Orange Romania is a leading telecommunications company with over 20 years in the local market and more than 10 million customers. As a mobile operator and retailer, their most important service is Orange Love, providing consumers with a range of connected services including mobile, TV, and fibre internet. The company was aiming to reach ambitious growth targets in lead generation for Orange Love in a very competitive market. Their goals were to grow reach among households eligible for Orange subscription services and to increase conversions.
Several search campaigns were already running, including one using remarketing lists for search ads to customise the messaging to key audiences. On top of this approach, they decided to increase brand coverage and put machine learning to work by activating Smart Bidding. To do so, they switched from a manual cost per click target to the Google Ads automated strategy maximise conversions.

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