A little about Service Seeking
As Australia’s largest online marketplace for household trades and services, ServiceSeeking.com.au helps customers get quotes and compare prices from local business. Since launching in 2007, they have helped over 500,000 customers find the right local business, ranging from plumbers to building contractors to electricians. ServiceSeeking.com.au business members pay to contact customers looking for their services. Acquiring more customers helps ServiceSeeking.com.au sell subscriptions to businesses—and to acquire new customers, ServiceSeeking.com.au relies on paid search to drive most of their site traffic.
I don’t know where we’d be without Marin. The ability to bid efficiently towards revenue goals based on service industry has been critical to our company’s growth. Not to mention the amount of time we now save on creative testing and optimization.
Challenge
In the services industry some customers are worth more than others. This was especially true for ServiceSeeking.com.au, as their cost-per-acquisition (CPA) model brought in low-cost, low-return customers rather than high-cost, high-return customers. ServiceSeeking.com.au needed a solution that that could attribute revenue to each click and conversion and optimize bidding to maximize revenue.
The transition to a revenue-based optimization strategy was challenging because ServiceSeeking.com.au had little historical revenue data to work with. In order to optimize their campaigns based on new service industry specific return-on-advertising-spend (ROAS) goals, they required a bidding solution that could calculate efficient bids with little to no keyword-level revenue data. In addition, ServiceSeeking.com.au needed a solution that could bid across multiple publishers while accounting for the long latency between clicks, conversions and recorded revenue.
ServiceSeeking.com.au was implementing and tracking creative tests across multiple publisher interfaces and manually calculating winning creative using a third-party website. Their monthly tests were made more cumbersome due to the large number of creative that are paused and created in each of their publisher accounts. To scale their efforts, ServiceSeeking.com.au required a solution that could not only calculate and highlight winning and losing creative within a test, but also streamline the process of testing new creative in bulk across multiple publishers.
Solution
To bridge the gap between their internal revenue tracking system and their paid search program, ServiceSeeking.com.au leverages Marin’s revenue upload feature. Their automated feed of conversions and revenue is seamlessly stitched to their paid search data within Marin for immediate reporting and optimization, allowing them to quickly and easily make changes to their campaigns based on meaningful data. Marin’s URL Builder automatically appends tracking parameters to their keyword and creative URLs, allowing ServiceSeeking.com.au to track, de-dupe and attribute conversion and revenue data across their entire paid search program, ensuring that changes to their campaigns are based on accurate, in addition to meaningful, data. Furthermore, keyword-level revenue data allows ServiceSeeking.com.au to optimize their campaigns using revenue-based ROAS goals, resulting in a more efficient bidding strategy that maximizes revenue.
Marin’s adaptive bidding algorithm enabled ServiceSeeking.com.au to bid effectively on keywords that lacked historical revenue data. This reduced the learning period and limited the exploratory spend on their new and long-tail keywords. By assigning group-level ROAS goals based on each of their service industries, ServiceSeeking.com.au executes spend and automatically optimizes bids across Google and Yahoo! to hit their revenue targets. Excluded dates for bidding provides the flexibility ServiceSeeking.com.au requires to optimize bids while accounting for click-to-conversion latency and seasonal performance fluctuations across their service industries.
By leveraging Marin’s AB Testing tool, ServiceSeeking.com.au no longer needs to work within multiple interfaces to manage their creative tests, saving them time and effort. Winning and losing creative are automatically calculated and highlighted with a custom level of statistical significance. Advanced filtering allows ServiceSeeking.com.au to generate a single report for analyzing test results across Google and Yahoo! Using bulk sheets, ServiceSeeking.com.au can quickly and easily pause underperforming creative and generate new creative for continuous testing and optimization.
Results
Using Marin Enterprise, ServiceSeeking.com.au continues to optimize their paid search program with impressive results. With their internal revenue tracking system integrated with Marin’s reporting and management efficiencies, ServiceSeeking.com.au is now generating more customers at a 43% higher ROAS. Accuracy in tracking and attribution has increased their confidence in reporting and optimization. Bidding intelligently towards revenue-based ROAS goals has allowed them to hit their conversion and sales targets while reducing costs by 30%. Furthermore, the intuitive workflow of Marin’s A/B testing tool has reduced the amount of time they spend managing and testing creative by 50%.
We know that AI is everywhere, but it’s still worth taking a moment to think about what the year ahead has in store for us. We present our thoughts on the most meaningful forces driving changes for performance marketers in 2024.
1. AI Transforms Supply
Artificial intelligence is redefining how we find and access information information, which means the surfaces for advertising will continue to evolve. AI-driven Search, like OpenAI's ChatGPT, Perplexity, and even Google Gemini, is better than a page full of links.
These AI systems are shifting user behavior, with more consumers preferring AI-powered search to deliver contextual answers. For advertisers, this means evolving ad formats integrated into conversational AI interfaces. OpenAI is “weighing” whether to offer ads. Imagine AI-guided shopping assistants recommending products based on real-time queries, with ads seamlessly embedded into these interactions. The challenge will be adapting inventory and placements to fit this new AI ecosystem.
2. AI Transforms Creative
Generative AI is revolutionizing ad creative, enabling brands to produce personalized, immersive content at scale. Instead of static messaging, brands can deploy dynamic campaigns that adapt to audience sentiment and trends in real time.
Even Coke has released an AI-generated commercial. The Ad Platforms are rushing to expand generative AI capabilities. As these tools mature, the "right message to the right audience" paradigm will feel outdated, replaced by hyper-responsive creative that shifts with cultural "vibes." This ability to quickly iterate creative will empower marketers to stay relevant and resonant.
3. AI Transforms Workflows
AI is moving beyond answering questions—it’s starting to do the work for us. We have long automated routine tasks like budget allocation and campaign creation, but this year, AI agents can get s#@t done for you with a simple prompt. This evolution is helping marketers focus on strategy and insights rather than execution.
Reactive Agents are great and will have a significant impact on daily tasks. Still, proactive AI continuously scouring your account for opportunities and inefficiency will lead to even better performance, driving efficiency and scalability like never before.
4. Shoppable Everything
The boundary between content and commerce is blurring. Social platforms, streaming services, and even podcasts are integrating shoppable ads to meet consumer demand for instant gratification. Platforms like Instagram, TikTok, and YouTube have already launched robust shopping integrations, but the trend is expanding.
In 2025, expect "shoppable everything" to gain traction, from QR codes on live streams to in-app shopping experiences on emerging platforms like BeReal. Have you bought something from your TV yet? Next year, you probably will. According to eMarketer, social commerce sales are projected to reach $1.2 trillion by 2025, with brands investing heavily in seamless, purchase-ready experiences.
5. Ads Everywhere
Subscription fatigue is real, and platforms are responding by increasing ad-supported models. From Netflix to Disney+, previously ad-free platforms are introducing tiered subscriptions with ads, creating new inventory for marketers.
Retail media networks are also booming, expected to command 25% of media spend by 2028, according to eMarketer. Anyone who has a captive audience is building a media network (see Western Union). This diversification offers brands more options to reach their targets, but it also requires careful strategy and tooling to manage campaigns across these expanding networks.
6. Evolving Privacy Laws
Consumer privacy continues to be a focal point, with eight new U.S. state privacy laws going into effect in 2025. These are similar to California's CCPA but add complexity for marketers, who must navigate an increasingly fragmented regulatory landscape.
Compliance will require robust systems to manage consent and protect consumer data. Additionally, marketers must focus on privacy-compliant targeting strategies, such as first-party data and contextual advertising, to stay competitive in a cookieless future.
7. The New Measurement Imperative
Accurate measurement is increasingly challenging as data collection becomes more challenging, especially if you rely on last-click attribution. Marketing mix modeling (MMM) and incrementality testing are emerging as key tools to evaluate campaign performance. Meta offers Robyn, Google has Meridian, and independent solutions address this measurement challenge.
But a better understanding of how your investment is performing and shifting dollars to the highest-performing opportunity can significantly improve your performance…what would you do with a 5x increase in conversions?
8. Google DOJ Ruling: Uncertainty, but No Immediate Action
The U.S. Department of Justice's antitrust case against Google creates uncertainty in the ad tech space. The DoJ has thoughts, however, with a new administration likely to take office in 2025, material changes to Google’s business model are unlikely in the short term.
However, given this continued uncertainty and the broad range of other platforms, marketers are wise to lessen their dependence on the Google marketing stack. Staying nimble and monitoring regulatory developments will be crucial to navigating potential disruptions.
9. The Shift to Contextual Targeting
As third-party data diminishes, contextual targeting is making a comeback. This strategy focuses on placing ads within relevant content rather than relying on individual user data, creating opportunities for brands to align with consumer interests in a privacy-friendly way.
The Burger King ‘Whopper Detour’ campaign is a prime example of successful geo-targeted contextual advertising. Innovatively leveraging location-based marketing, the campaign strategically targeted those within 600 feet of a McDonald’s location. By setting up a geo-fence around competing restaurants, Burger King could identify and connect with potential customers who were nearby. The ad was triggered by the customer’s proximity to McDonald’s and offered contextually relevant content, appealing to individuals who were likely already considering fast food purchases.
10. Cross-Channel Alignment
With more platforms and channels than ever, cross-channel alignment is essential. Consumers expect seamless experiences across devices and touchpoints, and marketers must deliver cohesive campaigns to stay competitive.
Managing and optimizing your programs in a unified platform is the cheat code for 2025. This type of integration streamlines workflows and ensures consistent messaging and performance measurement across all channels. In 2025 breaking down internal silos is a must-do.
Conclusion
Performance marketing in 2025 will be defined by the continuation of many of the themes we have been living through, but that doesn’t make them any less impactful. Staying ahead means embracing AI, preparing for regulatory changes, and adopting strategies prioritizing privacy and cross-channel integration. By aligning with these trends, marketers can position themselves for success in an increasingly complex and competitive landscape. Need help keeping up?
