BRITA's B2B dispenser division grew conversions 110% and cut cost per acquisition 44%, against four competitors with bigger budgets.
BRITA's B2B Dispenser division had paid search conversions stuck at 150 a month, cost per acquisition up at €333 and impression share near 30%.
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The results
Monthly conversions rose from 150 to 315. Cost per acquisition fell from €333.10 to €184.87.
- 315from 150Conversions a month, a rise of 110%BRITA
- €184.87from €333.10Cost per acquisition, a fall of 44%BRITA
- 55.08%Impression share, up 25 percentage pointsBRITA
- 9%Better cost per acquisition from AI-generated creative than from existing videoBRITA
- 15%Below target cost per acquisition at peak efficiencyBRITA
The challenge.
Four established competitors with bigger budgets owned the auction, and cost per click passed £8. Privacy rules limited retargeting and conversions stood still while investment rose.
The brief was to double conversions, halve cost per acquisition and win impression share, without the budget to outbid anyone.
- Client
- BRITA
- Sector
- Water dispensers, B2B
- Work
- Paid search and paid social
What PUSH did.
PUSH built demand earlier in the funnel. LinkedIn targeted by job title and industry, Meta gave cheap reach, and search captured intent that upper-funnel exposure had already warmed. Messages followed the buyer's concerns at each stage, and campaigns, audiences and landing pages were built separately for healthcare, corporate offices, manufacturing and hospitality.
PUSH made five UGC-style video variants with AI in under 24 hours and tested them against BRITA's existing video. 'First Year Cost' won leads at a €52 cost per acquisition and 'The ESG Gap' at €15.10. Google Ads scripts also raised daily budget caps when cost per acquisition hit its threshold.
In BRITA's words.
We have seen an incredible positive trend across all essential metrics, from meaningful conversions to systematic cost reduction.
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Results differ by account. The stories above are what happened for those clients.
