Varejo
Útil em Casa cuts CPC by 30% and grows CTR
Advertisers used Útil em Casa's name in paid campaigns — CPC 30% lower and CTR 76% higher.
- -30% monthly CPC reduction
- +76% monthly CTR increase
About the client
Útil em Casa is a decoration brand that transforms environments with warmth and beauty. Specialists in rugs, throws, cushions and now also tableware items, they bring an affectionate curation with pieces that welcome and embellish daily life. Everything with quality, humanized service and great care in every detail.
The challenge
When the partnership with BrandMonitor started, Útil em Casa faced a growing problem of improper brand use by competitors in paid Google Ads campaigns. Several advertisers were paying to appear in searches for terms directly linked to the company name — a practice known as brand bidding — to intercept the consumer's search intent at the exact moment they were looking for Útil em Casa. This led to artificial competition for the brand's own traffic, inflating cost per click and harming the overall campaign performance.
Even when the user typed the company's exact name, third-party ads occupied prominent positions, diverting clicks, hurting brand recognition and significantly raising acquisition cost. The situation affected not only the media results but also Útil em Casa's digital authority, which now had to share space with companies benefiting from its reputation. The challenge was urgent and strategic: regain control over proprietary terms, knock down attacker interference and restore a fair and efficient media scenario.
The solution
BrandMonitor started the project with a meticulous analysis of the brand's auction environment on Google Ads, identifying the main domains acting opportunistically by using the name "útil em casa" in their campaigns. The diagnosis confirmed an aggressive brand bidding scenario, with recurring relevant players and an expressive volume of occurrences that hurt the delivery of the company's own ads. The strategy was designed with total focus on neutralizing these threats and restoring the brand's authority in the paid media environment.
Combined actions of notification, continuous monitoring and technical support were initiated, aiming for the progressive withdrawal of attackers and the stabilization of the search environment. In parallel, the BrandMonitor team worked on the tactical reconfiguration of Google Ads campaigns, with bid adjustments, account structure and creatives to ensure greater assertiveness and performance recovery. The work was data-driven, with weekly tracking of CPC, CTR and impression metrics in privileged positions, always anchored by the BrandMonitor Score — a metric developed by BrandMonitor that reflects the degree of brand shielding over time.
In a few weeks the effects started to show. The main competitors ceased or drastically reduced their actions, providing immediate relief on cost per click. Click-through rate, in turn, reacted positively, signaling greater compatibility between search intent and the display of own ads. Brand visibility at the top of sponsored results returned to the standard, without depending on artificial increases in investment. BrandMonitor's work allowed Útil em Casa to regain control over its digital territory with intelligence, agility and concrete results.
BrandMonitor helped eliminate the brand bidding that was draining our investment. We're back on top for our own name and with much more efficient campaigns.