
Overview
A trusted household brand in the UK, the Post Office provides a broad range of services, from travel money and insurance to banking and currency exchange. With an evolving digital landscape and increasing pressure to maximise marketing efficiency, the Post Office needed a smarter way to drive growth from paid search.
By shifting from a cost-per-acquisition (tCPA) model to value-based bidding (VBB) within Search Ads 360, Dentsu helped the Post Office unlock significantly more value from high-margin product sets, growing revenue by 112% while maintaining the same ROAS. This change allowed the team to better align bidding strategy with business goals and adapt budget allocation based on real commercial impact.
0
revenue increase
0
conversion uplift
0
reduction in CPA
The Challenge
The Post Office’s travel insurance offering includes a wide range of cover types with varying profit margins. Historically, its bidding strategy was based on a fixed tCPA model, which treated all conversions equally, regardless of value.
This meant the paid search programme was not prioritising high-margin products or maximising potential revenue. A new approach was needed that could intelligently account for product value, optimise around revenue rather than just volume, and avoid increasing acquisition costs.
The Solution
Working in partnership with Google, Dentsu helped the Post Office develop a testing framework and roll out value-based bidding across its account. This included:
- Migrating from tCPA to tROAS (target return on ad spend) bidding
- Aligning bidding strategy with product value and revenue potential
- Reallocating budget dynamically to maximise impact across the full product range
This shift empowered the team to focus on what really matters: driving incremental value, not just cost efficiency. Crucially, this transformation was implemented without disruption to campaign performance, and the learnings were scaled across the account.
The Impact
The results were clear and immediate:
- +112% increase in revenue, driven by smarter budget allocation
- +134% uplift in conversions
- −10% reduction in CPA, despite higher-value product targeting
- ROAS held steady, proving revenue growth came without sacrificing efficiency
This shift to value-first optimisation helped the Post Office build a more commercially aligned search strategy: one that reflects the true value of each customer, not just the cost of acquisition.
"VBB enabled us to focus on higher-margin product sets and increase incremental volume from our search activity."
Piers Langendoen
Head of Digital Media, Post Office
Post Office increases revenue by 112% using value-based b...
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