More acquisitions from the same spend — across 23 cities, without
changing a single ad.
COMPANY OVERVIEW
The company, at a glance
India's largest omni-channel home interiors and renovation platform, connecting homeowners with certified designers, vendors, and manufacturers through a single end-to-end platform covering everything from first design consultation through to last-mile project delivery.
FOUNDED
2000
INDUSTRY
Telecom (Broadband & Internet)
EMPLOYEES
6000+
GEOGRAPHY
Pan India
use case
Landing page personalization for paid search
SCALE OF OPERATIONS
$236M
FY25 Revenue
2.3M+
Active subscribers
30+
Cities across India
25+
Years in the industry
A paid search programme covering 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.
A
Abhishek Bhushan
Senior Manager, Performance Marketing · Livspace
In a Nutshell
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. The result: 32% higher acquisition rate from the same spend.
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 AD CAMPAIGN
The ad campaign was tightly built
RSA campaigns ran at scale across 23 cities, with specific creative and targeting designed to reach subscribers at the exact moment of search intent.
THE LANDING PAGE
The landing page experience was generic
Regardless of search query or ad targeting, every visitor
landed on the same page: "Interior Designers in Hyderabad",
a generic "Get Free Quote" CTA, no reference to locality, flat
type or intent.
The cost of mismatch
Quality Scores of 1/10 on hyper-local keywords. CTRs below category benchmarks. Bounce rates high. 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.
Problem 1
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 in the search keyword and the ad. But none
of it appeared on the page.
Problem 2
The experience had no usecase or geo connect
Every visitor was being pushed towards multiple CTAs
simultaneously. The harder the page tried to convert, the less
it did. The volume of prompts created noise rather than clarity — 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.
01 · Product Category
Internet
best internet providers
top internet providers in mumbai
Wi-Fi
top wifi providers near me
best wifi provider for gaming
Broadband
new broadband connection
high speed broadband connection
Fibernet
high speed fibernet
unlimited fibernet connection
02 · City Level Geo-Targeting
20+ cities across India — every city gets its own landing page experience with local pricing and geo-specific messaging.
Top Locations
• Bangalore
• Tirupati
• Pune
• Nellore
• Hosur
• Chennai
• Warangal
• Vijayawada
• Hyderabad
• Kakinada
• Tumur
• Vizag
• Coimbatore
• Guntur
• Madurai
• Lucknow
• Trichy
• Jaipur
• Ghaziabad
• Delhi
03 · Primary Usecase
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.
SPEED TO GO-LIVE
Every keyword had its own page within minutes
Built from ACT Fibernet's own brand guidelines, competitor positioning and keyword context. All without needing the engineering team.
BRAND & COMPLIANCE
Final sign-off was decisions, not
corrections.
Every variant pre-reviewed internally for brand accuracy, hallucinations, compliance and copy quality.
PAGE PERFORMANCE
The right page from the very first frame.
Every matched experience that visitors saw was without any visual flicker and completely personalised for their search intent.
The New User Experience
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
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.
The Google Search
ACT Fibernet precisely targets the user with RSA (Responsive Search Ads) offering internet solutions along with other key benefits.
The First Fold
The first fold reflects exactly what was searched. A visitor who searched for fast WiFi in Bengaluru sees it named in the form.
Geo-Targeting
Plans shown are the ones available in Bengaluru. The visitor sees what they can get along with any special location offers.
Usecase Signals
The relevant usecase is surfaced directly on the page. E.g. for a generic Tier 1 visitor, Netflix is an entertainment offering.
Part A — The Pilot
The pilot ran a controlled experiment comparing personalized landing pages against the original generic page. Personalized variants won across every metric measured.
FORM FILL RATE
↑11.6%
Creating a wider top of funnel without increasing spend or changing the ad strategy.
CONVERSION RATE
↑24%
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, the adjusted CPL remained stable.
ADJUSTED CPA
↓20%
Consistently generating more qualified leads lowered the adjusted CPA across the pilot period.
The cost of mismatch
Form fill rates plateaued at ~13.5%, below industry benchmarks. Adjusted CPA stayed high across every city. Over 1.5 million visitors were being served an experience built for no one in particular.
Ongoing Campaign Results
After the pilot, the campaign rolled out across 23+ cities. 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.
KEY INSIGHTS
INSIGHT 01
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.
INSIGHT 02
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.
INSIGHT 03
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.
