Brief
When we first met RotaRadar, it was an ambitious aviation start-up that few people knew about yet. The product was strong; what was missing was getting it in front of the people who actually needed it, at the right moment.
Challenge
In a niche like aviation, advertising to "everyone" burns budget fast. The real question was: who searches for RotaRadar, when, and with what intent?
Approach
- Segment analysis: Using search data and competitor research, we identified the user groups with the highest intent.
- Google Ads architecture: We split campaigns by intent and focused on queries close to the decision moment instead of broad searches.
- Measurement: We set up Google Analytics and conversion tags from day one, so every click was accountable.
- Transparent reporting: Weekly reports let us track what worked together and shift budget to the best-performing groups.
Outcome
The ad budget went from scattered visibility to a focused, measurable growth channel. RotaRadar is still one of our favourite examples of why correct segment analysis comes first.
There’s no good or bad ad. There’s the pixel.