How adidas Replaced Time Consuming Manual Audits and Saved 2.2% of Ad Spend With TrueClicks

German multinational sportswear company adidas needs no introduction—as one of the largest sportswear companies in the world, adidas has been making shoes, clothing and accessories for sports of all kinds since 1949.

Challenge

Replacing a time-consuming manual account audit

As the Global Performance Media Manager for adidas, Jorrit Leemans collaborates with local performance media teams in different regions to help them optimize their PPC accounts.
Different teams have very different structures: larger teams in Europe and North America have multiple people working exclusively on paid search, while teams in smaller markets have a single person working across all performance media channels. Jorrit and his team need to provide support that fits the needs of all of these different markets.

To do this, they created a prioritized Google Ads account health checklist that they used to ensure accounts were optimized and to make recommendations for better performance.

The problem? Working through this checklist manually was incredibly time-consuming. Building a report for a single market took days. Doing it for every market was impossible.

“We had a roadmap for when we would work on different markets because it was not something we could do for all of our markets simultaneously. It was very time-consuming, and there were multiple people working on it.”

Solution

Complete, reliable, automated PPC audits

TrueClicks does automatically what Jorrit’s checklist used to do manually—but TrueClicks does it in seconds, instead of days.

Adopting TrueClicks also made collaboration between adidas and their agency more productive: adidas can use the tool to quickly find areas of improvement, discuss changes, and delegate those tasks to their agency partners. Their agency has access to TrueClicks, so there’s full transparency into the health and performance of each account on both sides.

Very quickly, Jorrit was able to turn the entire audit process over to local teams. The global team moved into the role of facilitators and troubleshooters, saving their time for more valuable big-picture work.

“Multiple people on the global team used to spend so many hours on this process, and now it’s virtually zero. Sometimes a market will reach out to us with a certain issue and we provide some support. We connect all of the markets with TrueClicks to make sure they know how to use it. But it’s negligible compared to the extensive amount of hours that we used to spend on the manual health check process.”