Case · Members' club
Smart SeniorMore members at the same cost.
Smart Senior is a members' club for people over 55. We rebuilt their Google Ads in 2025 and reached the right age group even when the search does not say senior.
- Engagement
- 2025
- Channels
- Search, Performance Max and display
- Market
- Sweden
Results
+424%
New members
-2%
Cost per new member
-68%
CPC
+1509%
Clicks
October 2025 compared with March 2025, the month before the new structure went live. September and October 2025 were the two best months of the engagement.
About the client
Smart Senior gives its members discounts and offers from a large number of partners. The club also sells its own member trips.
The assignment
The assignment was to show that Google Ads can recruit new members at a cost that holds up. It would form the basis for a larger investment.
Smart Senior preferred not to use the word pensioner in the ads.
How we worked
A new structure from keyword analysis
A keyword analysis formed the basis of a new structure with three directions. The new campaigns went live step by step in April 2025.
Purchase intent in the right age group
Broad searches with purchase intent such as discount codes and offers were targeted only at people over 55. The ads reached the right audience even when the search does not mention age.
Campaigns for partner offers
Partner offers got their own campaigns in both search and Performance Max.
Performance Max and remarketing
Performance Max was targeted by age. Remarketing in Google's display network brought back previous visitors.
Daily budget management
The budget was followed day by day and Smart Senior had a dashboard showing progress.
Testing AI Max
In autumn 2025 we tested Google's AI Max on selected search campaigns against the existing setup.
The collaboration in practice
Partners one by one
We went through the partners one by one with Smart Senior. Where a partner allowed it the offer got its own campaign, and where it did not the name was excluded.
Channels planned together
Every month we reviewed results with Smart Senior and their social media agency. Budget and messaging could then be planned across channels.
We really appreciate working with Daniel. He understands our business and our goals in depth, and it shows clearly in the results. I warmly recommend him to companies that want to grow digitally.
Mathias Lang
Founder
Want to see what is possible for you?
We review your accounts and your measurement and show what should be done first.
Book a call