Fuelling a national fibre rollout with data-driven paid media
Three years of strategic PPC management, full-funnel campaign development, and precision analytics that delivered a cost per acquisition 60% below market average, playing a key role in expanding Brsk's fibre broadband network across the UK.
The Results
Three years of outstanding paid media performance
Client Overview
A Fast-Growing Fibre Broadband Provider
Brsk is a full-fibre broadband provider on a mission to bring gigabit-speed internet to homes and businesses across the UK. As an infrastructure-first business, their growth was directly tied to the pace at which they could expand their network, and that required a digital acquisition engine capable of scaling at speed in new geographic markets as each area went live.
KSS Media was brought in at an early stage to build Brsk's paid media operation from scratch. With a modest initial budget and ambitious growth targets, every pound of ad spend needed to work exceptionally hard. The brief was clear: generate broadband sign-ups at a cost that made network expansion commercially viable, and do it consistently as budgets scaled dramatically over three years.
When Brsk subsequently merged with YouFibre, KSS Media oversaw the process of consolidating the two advertising accounts, ensuring continuity of performance data, campaign structure, and audience intelligence through the transition.
"I worked with Karl over the past year to drive sales and brand awareness of brsk. Karl's knowledge and expertise has been instrumental to the company's success. Over time, we managed to reduce our cost per conversion by 60%. Karl has always been a great support and provided good guidance on what would and would not work with our advertising."
The Challenge
Scaling acquisition in a fiercely competitive market
The broadband market is one of the most competitive and expensive in paid search, dominated by established national providers with large budgets. Breaking through and generating sign-ups at a commercially viable cost required a smarter approach than simply outspending the competition.
Expensive, Competitive Market
Broadband keywords carry high CPCs driven by large incumbent providers. Achieving a cost per acquisition that supported Brsk's expansion economics required precise targeting, tight bidding, and continuous optimisation from day one.
Geo-Targeted Network Expansion
As Brsk rolled out its fibre network to new towns and postcodes, campaigns needed to be launched, paused, and scaled rapidly by geography, requiring a campaign architecture flexible enough to follow the infrastructure rollout in real time.
Our Approach
Full-funnel paid media built to scale
We built Brsk's paid media operation from the ground up, starting with clean data foundations, then building a multi-channel campaign structure covering every stage of the customer journey, and scaling intelligently as network coverage and budgets grew.
GA4 Migration & Conversion Tracking
Migrated from Universal Analytics to GA4, implementing a full event tracking framework via Google Tag Manager. Set up key conversion events covering sign-up form completions, postcode checker interactions, and call tracking, giving the bidding algorithms the clean data they needed to optimise effectively.
Google Ads: Search Campaigns
Built a structured Search campaign architecture targeting broadband intent keywords by geography, ensuring spend was focused precisely on areas where the network was live. Tightly controlled match types, negative lists, and ad copy testing drove high-quality clicks at competitive CPCs.
Display, YouTube & Demand Gen
Developed upper-funnel campaigns across the Google Display Network, YouTube, and Demand Gen to build brand awareness in newly launched network areas, warming audiences ahead of Search campaigns and reducing overall acquisition costs across the funnel.
The Outcome
60% below market, and a business that could grow at scale
By combining precise targeting, clean analytics, and a full-funnel campaign strategy, we consistently delivered broadband sign-ups at a cost that made Brsk's national expansion commercially viable, while growing monthly spend without sacrificing cost per acquisition efficiency.
60%
Below Market CPA
Cost per acquisition consistently 60% lower than the market average for broadband providers, making every pound of budget work harder.
20x
Budget Scaled
Managed the account budget increases over 3 years inline with the rapid expansion of the network, without losing efficiency as spend grew.
Full
Funnel Coverage
Search, Display, YouTube, Demand Gen, AI Max, and Microsoft Ads: a complete multi-channel strategy covering every stage of the customer journey.
Zero
Disruption at Merger
Supported with the full consolidation of Brsk and YouFibre ad accounts, preserving data and performance continuity through the transition.
Services Delivered
What We Did for Brsk
What They Said
What Our Clients Said
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