Smart restructuring delivers TomTom +424% more clicks

How TomTom, together with DGTLbase, restructured its Google Ads account and achieved +127% more leads and -17% lower acquisition costs. A data-driven approach with international impact.

+424%

more clicks

+127%

more leads

+17%

Cost reduction

ABOUT

TomTom

TomTom is known worldwide as a navigation and location technology company. They serve consumers as well as developers and businesses with digital maps, traffic information and navigation software.

THE

CHALLENGE

The campaign structure was no longer efficient: too much overlap, little overview, and no smart use of different keyword types or country-specific learnings. TomTom wanted more relevant visitors and lower costs per registration, without sacrificing quality or visibility.

OUR

RESEARCH & GOALS

We completely rebuilt the Google Ads account. We did this in layers, separated by brand, extensions, developer products and keyword types. This gave us control over performance per audience, intent and region. We carried out an in-depth analysis of CPA per country and network (search vs. display), and used those insights to optimise budget and targeting.

“

“Working with DGTLbase showed that smart structure really makes the difference. In a short time, we saw better results and gained valuable insights per country.”

– TomTom Performance Team

THE

SOLUTION & IMPLEMENTATION

The restructuring went further than just splitting campaigns. We:

Separated campaigns by intent (Brand, Brand+Expanded, Developer)
Split by keyword type for better control
Analysed CPA per country and network for smart budget allocation
Decided to switch off the poorly performing Google Display Network (GDN)
Prepared tests with new landing pages via Google Ads Experiments
We combined countries with low search volumes into strategic clusters to retain relevance without unnecessary fragmentation.

THE

RESULTS

+4,458% more impressions
+424% more clicks
+127% more leads
Cost per acquisition down 17% (from €73.15 to €61)
More control at campaign and country level

The new structure delivered not only better results, but also strategic insights TomTom can build on for its international growth.

HOW CAN DGTLBASE HELP YOU?"*" indicates required fields

Thank you! We’ve received your request and will get back to you soon.

Something went wrong while sending. Please try again.

Award winning search agency

We work for SMEs and corporates with a clear growth or efficiency ambition, from Adidas and Philips to ICON Amsterdam and A’DAM Lookout. That’s where we have a proven track record

Are you ready to grow?

Get in touch with us ›