Competitor Targeting Generates 109 Leads in 5 Months

The nanotechnology roof coating market in Calgary is competitive. Several established brands had strong organic search presence and brand recognition. Homeowners searching for roof protection were finding competitors first. The client's product was strong but they were losing leads to rivals with bigger marketing budgets.

• Built Search campaigns targeting individual competitor brand names with tailored ad copy and pricing-focused messaging for each rival
• Launched Performance Max with competitor audience signals to extend reach beyond keyword searches across Google's full network
• Monitored four distinct competitor targets, scaling budget toward the best converters and pausing the poorest performer
• PMax generated 32% more conversions at 46% lower cost per lead compared to the Search keyword campaign

• 1Competitor brand targeting is the fastest way to enter an established market. 109 leads in 5 months from competitor traffic alone.
• 2Performance Max outperforms Search for competitor audience targeting. PMax delivered 32% more conversions at 46% lower cost.
• 3Not all competitors are worth targeting equally. CPA varied from $31 to $321 by target. Continuous optimization is critical.
• 4Niche markets reward aggressive paid search. You don't need years of SEO to compete when you show up on your competitor's turf.