BRITA's B2B Dispenser division had a problem. Paid search had flatlined. Conversions stuck at 150 per month. Cost per acquisition climbing. Four established competitors with bigger budgets owned the auction.
The UK water dispenser market is brutal. Zip Water, Billi UK, Waterlogic, and Aqua Libra Co dominate search terms. CPCs exceed £8. For BRITA, outbidding wasn't an option.
The business serves facilities managers and office managers across healthcare, corporate offices, manufacturing, and hospitality. These buyers face five specific anxieties: ESG mandates without solutions, hygiene concerns, fear of system failure, decision paralysis, and brand perception risk.
BRITA needed a fundamental rethink of what paid media could do in a saturated B2B auction.
What Challenge Was BRITA's B2B Division Facing?
BRITA's B2B Dispenser division was stuck. Monthly conversions had plateaued at 150, cost per acquisition had climbed to €333, and four competitors with bigger budgets dominated the auction. Outbidding them wasn't an option.
The obstacles:
- Four competitors with larger budgets dominating search terms
- CPCs exceeding £8 in a premium auction
- Privacy policies limiting retargeting
- Stagnant conversions despite rising investment
- Impression share stuck around 30%
The brief: double conversions, halve cost per acquisition, dominate impression share. All without the budget to outbid competitors.
How Did Push Turn the Campaign Around?
Full-Funnel Demand Creation
We rejected the bottom-funnel playbook. LinkedIn delivered precision targeting by job title and industry. Meta provided cost-efficient reach. Paid search captured high-intent demand, now supported by upper-funnel exposure that pre-warmed traffic before it hit expensive auction terms.
The insight: create demand earlier to feed bottom-of-funnel campaigns with prospects already familiar with BRITA's value proposition.
Persona-Led Messaging
We mapped messaging to purchase considerations at each stage:
- Top-of-funnel: ESG and sustainability pressures
- Mid-funnel: hygiene, reliability, total cost of ownership
- Bottom-of-funnel: why BRITA outperforms competitors
Vertical-Specific Structure
Healthcare emphasised hygiene and compliance. Corporate offices focused on employee experience and ESG. Manufacturing highlighted reliability. Hospitality stressed guest perception.
Campaign architecture, ad groups, audiences, and landing pages were built separately for each vertical.
AI-Powered Creative
Traditional video production requires 4-6 weeks and costs £8,000-£12,000. Our AI workflow delivered five UGC-style video variants in under 24 hours.
We A/B tested AI-generated creative against BRITA's existing video across five paid social placements. Two angles emerged as winners: 'First Year Cost' delivered leads at €52 CPA, 'The ESG Gap' achieved €15.10 CPA.
AI creative outperformed existing video by 9% on cost per acquisition while enabling testing cycles impossible with traditional production.
Dynamic Budget Management
Custom Google Ads scripts automatically scaled daily budget caps when CPA thresholds were hit. This concentrated spend at peak efficiency moments and protected budget when auction dynamics shifted.
What Results Did the Campaign Deliver?
The campaign more than doubled BRITA's monthly conversions, from 150 to 315, while cutting cost per acquisition by 44% and capturing 55.08% impression share against four larger competitors.
- Conversions: 150 to 315 per month (+110%)
- CPA: €333.10 to €184.87 (-44%)
- Impression share: 55.08% (up 25 percentage points)
- AI creative: 9% CPA improvement
- Peak efficiency: 15% below target
BRITA captured majority impression share despite competing against four larger players. Market dominance through strategic orchestration, not budget supremacy.
Upper-funnel exposure created demand. Paid search converted it at half the previous cost. Vertical-specific messaging resonated with distinct buyer anxieties. AI creative enabled rapid iteration that identified winning angles in days, not months.
If your B2B paid media has plateaued, we can show you exactly where the gaps are. Get a free B2B paid media audit.
Why Does This B2B PPC Approach Work?
This approach works because it creates demand at the top of the funnel before capturing it at the bottom, reducing reliance on expensive auction terms and pre-warming prospects before they reach paid search.
The breakthrough came from understanding buyers better than competitors. Five pain points. Four verticals. Three channels with deliberate roles. One unified strategy that surrounded prospects at every research stage.
AI creative compressed testing cycles from months to hours, enabling rapid identification of messaging that addressed real buyer anxieties. The framework is repeatable: map buyer pain points, build vertical-specific architecture, create demand at the top to feed efficiency at the bottom.
The campaign has been shortlisted for B2B Campaign of the Year at the European Paid Media Awards 2026, validating the strategic thinking behind the work.
BRITA proved that strategic thinking beats budget size in competitive auctions.
Client Quote
"From the earliest conversations, Push's team inspired confidence with insightful questions, quick learning of our industry's pain points, and clear enthusiasm for bold ideas. After years of waning results and spiralling costs, what BRITA UK's Dispenser division needed was a thorough audit and dismantling of conventional approaches, as well as a crystal-clear plan of attack.
Both emerged from a smooth discovery phase. Of course, most agencies talk a good game, but the proof is in the results. We have seen an incredible positive trend across all essential metrics, from meaningful conversions to systematic cost reduction. It is a welcome relief to know that a foundational driver of commercial value is firing on all cylinders and in good hands."
Chris Dagenais
Director of Marketing, BRITA UK Dispensers
