Snevagten
48% reduction in ad spend and 9% growth in qualified leads
Snevagten is Denmark's largest snow removal company. In 2023, we began our collaboration, where we made a clear commitment to streamline their marketing efforts across channels.
“We're a seasonal business and we received a budget proposal for what the whole year could look like, which has been really cool for us because it shows that Versano has an excellent business sense and understand what it is we're doing.”
Rasmus Bjørn Aagard, Head of Digital | Snevagten
Streamlining ad spend
and optimisation of setup
Snevagten contacted us in September 2023 with a clear goal: to get more relevant B2B leads and reduce an excessive marketing budget.
They wanted a Google Ads setup that reflected their professionalism and secured them top rankings among business decision-makers.
Focus on target groups and conversions
We started by reviewing Snevagten's existing Google Ads accounts and analysing historical data. This revealed several opportunities for optimisation, which we reviewed in collaboration with Snevagten.
Together, we developed a Google Ads strategy aimed at reaching the most relevant target groups and increasing conversions. Among other things, we tested different text compositions in the ads to find out which texts worked best with the target group.
Versano was also tasked with executing, continuously monitoring and adjusting the strategy to ensure continued good results.
We measure the KPIs that matter to our customers
Leads and sales. These are the KPIs we measure for Snevagten. Here you can see our results for autumn 2023.
Statistics directly from Google Ads
1 September – 30 October 2024 vs 1 September – 30 October 2023.
-48
Lower marketing spend compared to before.
9
Increase in the number of leads from relevant B2B topics.
70
Optimisation of conversion rate compared to previous figures.
9%
Conversion rate for the new strategy and campaign structure.
100%
Focus exclusively on businesses and building a strong remarketing setup.
-19%
Reduction of click prices based on optimisation of ad rank on key keywords.
1. Split test ad texts
We then split tested all settings over a period of time to determine which USPs and campaign settings worked best.
It quickly became clear that our manual settings performed best. With this knowledge, we expanded the account and added new geographical areas and target groups that were also interested in Snevagten.
1. Focus on target groups and geography
Based on data from recent years, we analysed Snevagten's core target group and filtered out all non-relevant users.
3. Map out the decision-making process
Using existing data, we quickly identified a pattern in customer search intent. We therefore built a funnel setup that targeted users at different stages of the customer journey.
This allowed us to be top-of-mind throughout the decision-making process and have adverts ready when the customer was ready to make a decision. This resulted in a reduction in spend of +60% and also generated more leads.
Book a 15 min. non-binding meeting 
Give us a call