Background
Great British Railways was investing heavily in branded search, while generic search offered more room for incremental growth.
The opportunity was to reduce the amount of budget tied to existing branded demand and redirect more of that investment toward searches where there was still something to win.
Challenge
The hardest spend to cut is often the spend that already looks safe.
Reducing branded spend was only valuable if brand revenue could hold at the same time. That meant continuously adjusting how much paid support branded demand actually needed, while deciding where the released budget could work harder across a much broader generic search landscape.
With tens of thousands of potential queries competing for investment, both sides of that balance needed to keep moving with performance.
The solution
Amanda AI autonomously handled optimization across all paid Google channels, including bid adjusters, keywords, audiences, and budget optimization. As branded demand required less paid support, spend could be reduced and was instead added to generic search.
At the same time, continuous keyword mining expanded the range of generic searches, giving the budget more opportunities to find incremental demand. Amanda AI handled the ongoing optimization across both sides of the account as performance changed, keeping the allocation current without relying on separate manual review cycles.
The results
The results speak for themselves. The spend on branded search decreased by 74% while revenue remained unchanged. That meant a substantial part of the budget could move elsewhere without sacrificing the revenue already coming through the brand.
Once that investment moved into generic search, spend increased by 63% while revenue grew by 83%, meaning the additional revenue outpaced the increase in budget.
Across the measured period, Amanda AI added 92,000 keywords and completed 1.1 million optimizations.
By the end of the period, the account was spending considerably less to maintain branded revenue and investing more in generic demand, where revenue was growing faster than spend.
