By applying a unique search intent segmentation system, a company established in Lithuania managed to increase sales revenue by 2.2 times and successfully establish itself in the largest Western markets.
The “Think with Google” platform globally presents the most significant business success stories, and the inclusion of Lithuanian companies is a rare and high recognition. So far, only a few Lithuanian business examples have been featured on this platform.
This year, “Mediatech,” which made it to the Financial Times ranking of the 1000 fastest-growing European companies and successfully manages several specialized content projects – from health, cybersecurity, and technology news to financial topic portals – created unconventional PPC (pay-per-click) advertising solutions tailored specifically to the health product category.
The challenge – not market size, but lack of awareness
As noted by Evaldas Balčius, Commercial Director of “Mediatech,” the main barrier to expanding sales of wellness products in global markets was not competition but reaching the right audience.
“When you grow an innovative product, growth limits are set not by market size but by traps, as you constantly communicate only to the same audience. Our main challenge in the US, UK, Canada, and Australia markets was not a lack of interest but a lack of awareness among potential customers. We needed a strategic change to reach potential customers who did not yet know about our wellness solutions or did not understand the value they create,” says E. Balčius.
Changes only after changing the strategy
The successful result was ensured by the “Mediatech” team’s decision to abandon a strategy based solely on testing advertising messages and visuals. Instead, campaigns began to be segmented according to users’ search intents and the stage of the customer journey.
This system allowed distinguishing two audiences. Product campaigns targeted at the segment of users with a clear purchase intent focused on buyers already searching for specific solutions (e.g., “best laser hair removal”). Meanwhile, educational topics (e.g., “how to have healthier hair”) helped attract new users at an early stage of their search.
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“By using educational keyword groups, we attracted a completely new audience unfamiliar with our brand. Artificial intelligence algorithms could effectively navigate the entire customer journey – from discovering information on the YouTube platform to the final conversion through search,” says “Mediatech” PPC specialist Kamilė Šniukštaitė.
According to E. Balčius, this “Google” recognition demonstrates the competence of Lithuanian digital marketing specialists: “This is not only recognition of our work but also proof that from Lithuania we can successfully compete with world-leading brands and marketing agencies.”
Measurable impact and future plans
Audience segmentation by search intent ensured tangible results: the company’s total sales revenue increased 2.2 times, the value of “Performance Max” conversions rose 4.2 times, and return on ad spend (ROAS) efficiency jumped 23%.
In the future, the company plans to apply this in other product categories requiring prior customer education, such as anxiety reduction and sleep quality improvement segments.
This is not the first time a Lithuanian company has attracted the attention of global technology giants. Last year, “Mediatech” became the first Baltic company recognized by “Microsoft” for a PPC advertising strategy created using “Smart Bidding” technology.
