The award celebrates the innovative use of AI to deliver measurable impact, with Jaywing Decision demonstrating how smarter bidding decisions can significantly reduce wasted media spend without compromising performance.
Turning wasted spend into growth opportunities
For many brands, paid search is a major investment. But how much of that budget is being spent on clicks they could have received organically?
That was the challenge Jaywing set out to solve for Bensons for Beds.
Using Decision's specialist Brand Bidding capability, Jaywing analysed and managed more than 400 branded search keywords, identifying when paid advertising was necessary to protect the brand's position and when it could safely be switched off.
By responding to changes in the competitive search landscape in real time, Decision reduced unnecessary brand PPC spend while protecting traffic, conversions and revenue.
The results speak for themselves:
- 99% reduction in brand PPC costs.
- £400,000+ in estimated annualised savings, freeing up budget for reinvestment.
- Brand search traffic, conversions and revenue maintained throughout.
Crucially, the savings gave Bensons for Beds more budget to invest in generic search terms and other digital activity with greater potential to drive incremental growth.
Award-winning AI with measurable impact
Developed by Jaywing's data science specialists, Decision uses machine learning, automation and live search data to make smarter bidding decisions at scale.
Rather than applying fixed rules, the technology continually assesses when paid brand advertising is needed, helping brands protect their search presence while avoiding unnecessary costs.
Kate Davies-Hinde, Head of Digital Marketing at Bensons for Beds, said:
"Jaywing Decision has been a valuable addition to the wider work we're doing to improve the efficiency of our paid search investment. It's helped us significantly reduce unnecessary spend on brand terms without compromising traffic, conversions or revenue.
"The scale of the savings has been significant, freeing up budget to reinvest into areas with greater potential to drive incremental growth and supporting the broader improvements we're making across paid search."
Winning AI Innovation of the Year is fantastic recognition of the collaboration between Jaywing and Bensons for Beds, and the commercial value that AI can deliver when applied to the right challenges.
Find out more about Jaywing Decision and how it can help your brand make smarter media investment decisions.
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