ACT Fibernet Increased Customer Acquisitions By 32% With Fibr AI

One of India's largest broadband providers ran RSA campaigns at scale across 23 cities — specific keywords, specific cities, specific creative — but every visitor, regardless of what they searched or where they were, landed on the same generic page. Fibr AI gave every keyword and every city its own matched experience, and the result was a 32% higher acquisition rate from the same spend, more acquisitions from the same spend across 23 cities without changing a single ad.

The Company, at a Glance

ACT Fibernet is a telecom broadband and internet provider operating pan-India, founded in 2000 and now employing 6,000+ people. Its use case with Fibr AI is landing page personalization for paid search. The company generated $236M in FY25 revenue, serves 2.3M+ active subscribers, operates across 30+ cities in India, and has 25+ years in the industry. Its paid search programme covers home-type queries, locality searches, budget-conscious intent, and broader brand keywords, each representing a different intent at a different stage of the decision process.

We quickly adopted Fibr AI to align our ads with personalized landing pages, achieving great results with minimal effort. We're excited to scale this across our campaigns for increased growth and improved team productivity. Abhishek Bhushan, Senior Manager, Performance Marketing · Livspace

The Gap Between the Ad and the Page Was Costing Everything

One of India's largest broadband providers ran RSA campaigns at scale across 23 cities — specific keywords, specific cities, specific creative — but every visitor, regardless of what they searched or where they were, landed on the same generic page. Fibr AI gave every keyword and every city its own matched experience, and the result was a 32% higher acquisition rate from the same spend.

What Was the Challenge?

Paid media campaigns ran at scale across 23 cities, with specific creative and targeting designed to reach subscribers at the exact moment of search intent. But regardless of the keyword, city, or ad, every single visitor landed on the same generic page: the same headline, the same CTA, no reference to their location, plan type, or speed requirement. The RSA (Responsive Search Ads) campaigns themselves were tightly built at scale across 23 cities, with specific creative and targeting designed to reach subscribers at the exact moment of search intent. Regardless of search query or ad targeting, every visitor landed on the same page — an example being an "Interior Designers in Hyderabad" style page with a generic "Get Free Quote" CTA, with no reference to locality, plan type, or intent.

The Cost of Mismatch

The mismatch between ad and page produced Quality Scores of 1/10 on hyper-local keywords, click-through rates below category benchmarks, and high bounce rates. The cost to meeting was at several multiples of what the channel needed to justify spend.

The Solution: One URL, Infinite Matched Experiences

Fibr approached the fix in four deliberate steps — starting with data, moving through strategy and architecture, and ending with execution at scale across 23 cities.

Step 1: The Analysis — Making the Gap Visible

Analysis of landing page performance and consumer behaviour patterns revealed two clear problems. The first was that the page didn't reflect the search category: a visitor searching for WiFi in Chennai or Broadband in Hyderabad arrived at a page that acknowledged neither. The category they used, the city they named, and the intent behind it were all present in the search keyword and the ad, but none of it appeared on the page. The second problem was that the experience had no usecase or geo connect: every visitor was being pushed towards multiple CTAs simultaneously, and the harder the page tried to convert, the less it did — the volume of prompts created noise rather than clarity, with generic language that applied to everyone and therefore resonated with no one.

Step 2: The Signals — Three Dimensions Every Search Was Already Carrying

Fibr's URL Agent structured the personalization around three signals already present in every search: product category, city-level geo-targeting across 20+ cities, and primary use case. Every combination got its own matched page.

Product Category Signals

Internet

Matched to searches such as "best internet providers" and "top internet providers in mumbai".

Wi-Fi

Matched to searches such as "top wifi providers near me" and "best wifi provider for gaming".

Broadband

Matched to searches such as "new broadband connection" and "high speed broadband connection".

Fibernet

Matched to searches such as "high speed fibernet" and "unlimited fibernet connection".

City-Level Geo-Targeting

Across 20+ cities in India, every city gets its own landing page experience with local pricing and geo-specific messaging. Every city campaign was targeted, but before personalization the landing page wasn't: every visitor was being pushed towards multiple CTAs simultaneously, and the harder the page tried to convert, the less it did, with generic language that applied to everyone and therefore resonated with no one.

• Bangalore
• Tirupati
• Pune
• Nellore
• Hosur
• Chennai
• Warangal
• Vijayawada
• Hyderabad
• Kakinada
• Tumkur
• Vizag
• Coimbatore
• Guntur
• Madurai
• Lucknow
• Trichy
• Jaipur
• Ghaziabad
• Delhi

Primary Usecase Signals

Working & Meetings

Ultra-fast internet with low latency, stable speeds, and uninterrupted connectivity.

Streaming & OTT

Perfect for 4k streaming, cloud gaming, large downloads, and remote work.

Gaming & Networking

Stream, work, game, and browse seamlessly with ultra-reliable broadband connectivity.

Smart IoT Hub

Connect all your devices seamlessly at home.

Step 3: The Setup — 1,500+ Pages, Zero Engineering Tickets

Every personalized variant was built from ACT Fibernet's own brand guidelines, competitor positioning, and keyword context — without involving the engineering team once. Every keyword had its own page within minutes, built the same way, all without needing the engineering team. Final sign-off consisted of decisions, not corrections: every variant was pre-reviewed internally for brand accuracy, hallucinations, compliance, and copy quality. The right page appeared from the very first frame — every matched experience that visitors saw was delivered without any visual flicker and completely personalised for their search intent.

The New User Experience

Every screen after the click carried the context of the search that started it. Category, city, and use case followed the visitor all the way through — from the Google search, to the first fold, to geo-targeted plan pricing, to use-case specific content. Nothing was lost between the ad and the page.

One URL, Infinite Experiences: The Same Page, a Different Experience for Every Search

ACT Fibernet precisely targets the user with RSA (Responsive Search Ads) offering internet solutions along with other key benefits at the Google Search stage. At the first fold, the page reflects exactly what was searched — a visitor who searched for fast WiFi in Bengaluru sees it named in the form. For geo-targeting, the plans shown are the ones available in Bengaluru, and the visitor sees what they can get along with any special location offers. For usecase signals, the relevant usecase is surfaced directly on the page — for example, for a generic Tier 1 visitor, Netflix is presented as an entertainment offering.

How Did Personalized Pages Perform Against the Control? (The Pilot)

The pilot ran a controlled experiment comparing personalized landing pages against the original generic page, and personalized variants won across every metric measured.

Form Fill Rate

Up 11.6%, creating a wider top of funnel without increasing spend or changing the ad strategy.

Conversion Rate

Up 24%, driving more session-to-lead conversions across all keyword cohorts without increasing paid budget.

Adjusted CPL

Stable, despite industry-wide CPC rises driven by festival seasonality.

Adjusted CPA

Down 20%, as consistently generating more qualified leads lowered the adjusted CPA across the pilot period.

Before personalization, the cost of mismatch was steep: form fill rates plateaued at approximately 13.5%, below industry benchmarks, adjusted CPA stayed high across every city, and over 1.5 million visitors were being served an experience built for no one in particular.

Ongoing Campaign Results: Scaled Pan-India

After the pilot, the campaign rolled out across 23+ cities, and the conversion uplift was consistent — every high-volume city, every month the campaign ran — with quality score moving from 3 to 8 across ad groups over 8 months.

What Does This Teach Us About High-Intent Paid Search?

Page Relevance Converts and Makes Every Dollar Go Further

When the landing page matched the search, Google's quality score moved from 3 to 8. That improved ad auction performance, brought more suitable visitors through, and lowered adjusted CPA by 20%. The page improvement paid back through the entire campaign economics, not just the form fill rate.

What a Buyer Calls Their Need Is Not Semantic — It Is a Page Brief

WiFi, Internet, Fibernet, and Broadband are four different buyer mental models at four different stages of the decision. A page that treats them as interchangeable gets the argument wrong for all of them. Matching the page to the category was what unlocked the 32% acquisition uplift.

One URL, Every Visitor a Different Page

Fibr adapts the landing page in real time — same link, personalized for every visitor, channel, and campaign.

Regional Content Is the Trust Signal That Supports the Connection Decision

In metros, Netflix is a strong signal; in Tier 2/3 Southern cities, regional OTTs like SUN TV resonate more. Showing low-relevance content for a region means the page fails the last mile of conversion even when everything else is right.