Running Circles Around the Competition with Integrated Search

STOX Energy Socks had one clear objective: cut branded search costs by 50%, without losing visibility or conversions.
To achieve this, the SEO performance on branded keywords needed to be maximized, while paid search would only be used when truly necessary. The key condition: total revenue from search (SEA + SEO) had to stay at least on par with the previous year.

Follo (formerly OrangeValley) developed an automated bidding system that smartly distributed branded search traffic between SEO and SEA.
Using the in-house scraping tool QNNCTR, the SERPs were monitored hourly for STOX’s organic positions and competitor presence. If STOX ranked in the top 3 with no competing ads, the CPC bid was automatically reduced by over 95%. If rankings dropped or competitors appeared, bids were significantly increased to maintain visibility.

This dynamic system was powered by BigQuery, SQL, and Google Ads Scripts, fully integrated into real-time SEA/SEO dashboards. The result: search traffic was guided by actual need and visibility, not fixed budgets.

Virtual products & shopping title optimisation

To extend the impact of SEO into paid channels, the product feed management was also revamped. By linking keywords from Google Search Console to organically visible shopping products, high-value search terms were automatically added to product titles using Channable. These virtual product titles boosted relevance, improved search intent match, and led to a direct increase in impressions: +29% YoY.

• 57% reduction in branded search spend
• 54% revenue growth from SEO + SEA (YoY)
• Branded CPC down 63%, with no drop in visibility or conversions

Tooling and automation as the decisive factor

AI, QNNCTR, and SQL enabled continuous optimisation

The strength of this case lies in the combination of QNNCTR (SERP scraping), BigQuery data, and automated Google Ads scripts. By monitoring branded search queries every hour, STOX was able to respond in real time. That speed and precision ensured not a single euro was wasted, without sacrificing conversions.

Smart synergy between SEO and SEA

Distributing search intent intelligently across channels

By merging SEO and SEA data into a single dashboard, it became clear exactly which non-branded keywords were already well-covered by SEO, and where paid support was still needed. This synergy resulted in stable revenue, reduced dependency on paid traffic, and a scalable model for future growth.