Fast-Moving Consumer Goods (FMCG): Multi-Brand SEA Orchestration and Brand Lift

SEA orchestration of a large brand portfolio: between digital dominance and semantic agility.

1. Context and Stakes

The engagement covered one of the world leaders in consumer goods, managing an extremely broad product catalogue spanning several everyday categories. With an annual investment of one million euros, the objective was twofold: establish dominance on search engines against aggressive competitors (private labels and national brands) and segment the approach to reach radically different consumer profiles.

2. The Strategic Challenge

Managing such a group brings a steering complexity specific to the FMCG sector:

• Catalogue density: How do you ensure consistent visibility for hundreds of SKUs without diluting budget on slow-moving products?
• Competitive pressure: Coping with the constant rise in cost per click (CPC) on generic search terms in the sector.
• Branding / performance duality: Maintaining a strong brand image (top of mind) while generating measurable actions across the different customer segments.

3. Strategic Solutions Delivered

The approach led by our expert injected precision logic into volume management:

A. SEA branding strategy by segment

Instead of a one-size-fits-all approach, we developed specific SEA strategies for each brand in the group. Each product line benefited from a dedicated conversion funnel, allowing ad messages to reflect the company’s specific values (sustainability, innovation, quality) and the expectations of each consumer segment.

B. Deploying thematic campaigns

We structured the account around strong thematic campaigns. This organisation captured purchase intent not only on brand names but also on users’ underlying needs, increasing the group’s share of voice on high-value strategic queries.

C. Advanced targeting engineering

Using first-party audience data, we set up targeting by interests and purchase behaviour. This precision ensured ads were served to the consumers most likely to become loyal customers, optimising the efficiency of every euro spent.

D. Brand impact measurement system

To justify upper-funnel investment, we set up tools to measure the campaigns’ impact on overall awareness (Brand Lift). This precisely quantified how SEA presence increased organic searches and long-term brand recall.

4. Results

Senior management of this large budget transformed the group’s digital presence:

• Semantic dominance: A significant increase in share of voice on strategic keywords, locking in the entry point of the purchase funnel against competitors.
• Marketing mix optimisation: A better budget split between star products and product launches, ensuring balanced portfolio growth.
• Maximum relevance: Improved click-through rates (CTR) thanks to ultra-personalised ads by segment, reinforcing the group’s premium positioning.

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Methodological note: This case demonstrates our ability to manage large budgets for multi-product groups, combining the analytical rigour performance requires with the creative sensitivity brand image demands.

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