Increased Conversions

Watchcom Security Group, one of Norway’s leading CyberSecurity firms, worked with BrightBid to reduce their CPC to a third and cost per conversion by 10 times on Google Ads. Here’s how…


Reductions in CPCs


Cost per Conversion


Increased Clicks

About the project

What was the challenge?

Watchcom Security Group is a cybersecurity services and solution provider, using paid search to increase visibility. Being owned by Combitech, Watchcom has access to over 300 consultants working across Scandinavia, and focuses on a wide range of industries on all aspects of information security.

Watchcom has a small marketing team and efficiency is extremely important as each channel and task cannot take too much time or require too many resources. Google search is important to Watchcom and SEO and PPC are central to their marketing.

It is important for Watchcom to continuously improve how they handle and analyze Google activities and have better control over the Ads account and campaigns, which can be very time-consuming for a small team.

What was done, and what is the result?

BrightBid initially set up new campaigns with BrightBids AI engine and customized the Ads account structure to match Watchcom’s needs whilst training the AI to take over and perform thousands of optimizations in the account. Using the right bid adjustments targeted towards the right audiences, BrightBid were able to optimize bids towards the website visitors more likely to convert.

What made you choose BrightBid?

“Leaving everything to the robots was in no way scary thanks to the proactive team at BrightBid who provided detailed follow-ups and an “always available” attitude. The transition went smoothly, and the results were very quick to be positive.”


“BrightBid delivered right away and understood that it is people who buy and use the solution. Helpful, available, and creative”

Tormod Fjellgård, Head of Marketing, Watchcom

The result

BrightBid’s AI made 17 times more bidding changes than they could achieve manually which drove vastly improved results

Watchcom wanted to increase visibility, reach and conversion and they did not have the bandwidth to do this internally. The AI was well trained by BrightBid to deliver on impressions, reach and conversion goals.

In 2021 only 678 bidding changes were made manually, in 2022 over 11,800 bidding changes were made by our AI, which vastly improved results.

  • Increased Clicks by over 6 times
  • CPC’s was reduced to a third
  • Impressions increased by 22 times
  • Conversions increased over 10 times

This gave Watchcom the confidence to double their paid search budgets.


Episode #121 of the SaaSiest Podcast is out now!

In this episode, the podcast featured Gustav Westman, our CEO at BrightBid. They talked with Gustav about how he started his SaaS by first selling 3rd party SaaS solutions, to collect marketing intelligence and validate the need before building the platform. Some of the questions covered were: Tune in to learn how you can leverage…

Read Article

‘Human involvement is fundamental’: Marketing and generative AI in 2024

BrightBid quoted in eConsultancy’s new report: Marketing and generative AI in 2024 Kate Cox, Chief Marketing Officer at BrightBid, emphasises the importance of getting your data in order. “It is incredibly important to set up marketing processes for the AI future. …to use it effectively, data needs to be structured in an AI-friendly way and…

Read Article

The Truth About AI Tools: Insights from a marketers point of view

New report on AI’s role in shaping modern marketing and how to drive ROI. Get your free copy today and discover how AI is changing the world of marketing:

Read Article

79% of top marketing executives report boost in ROI using AI tools

Our survey of 200 UK marketing leaders reveals that 84% are using AI tools, with 79% experiencing improved ROI. Generative AI, especially ChatGPT, is popular. The white paper highlights the evolving AI landscape and barriers to adoption. Our CEO, Gustav Westman, emphasizes AI’s revenue-driving potential but notes challenges like training and budgets. CMO Kate Cox…

Read Article

ChannelX UK Amazon Sellers Report 2023

We co-sponsored ChannelX’s new report on “How to become a Top Amazon Seller” to help launch our new BrightBridge connector between Google Shopping Ads and Amazon listings. The report highlights: Download your copy here

Read Article

Marketers hail ROI benefits of AI as ChatGPT dominates

In a recent statement, our Chief Marketing Officer, Kate Cox, highlighted the positive impact of AI on marketing campaigns: “When used correctly, we’ve seen that AI simply amplifies and enhances the campaign instead of overtaking it. “Some 40% of marketing executives admit that these tools enhance their results, and while it can sometimes feel like…

Read Article