Case Study
IdentoGO Aligns Campaign Strategy With Travel Demand
IdentoGO
As the TSA Pre-Check enrollment provider, IdentoGO set out to drive 72,000 new enrollments in 2016—without increasing their monthly budget.
Industry: Travel / Government Services
Location: United States
Project Scope: Digital advertising strategy, national paid search, ad spend reallocation
Solution Provided: Developed a data-responsive digital strategy by reallocating ad spend from display and social to search, expanding targeting nationally to match consumer demand, and optimizing campaign performance based on emerging travel trends.
The Challenge
The Solution
- Search-Led Media Realignment: The campaign was recalibrated to match user behavior: shifting budget from display and social into high-performing search ads aligned with timely travel concerns.
- National Expansion, Local Impact: By broadening search ad coverage beyond enrollment center locations, IdentoGO reached a wider audience while still guiding them to the nearest facility.
- Performance-First Optimization: Campaigns were managed for efficiency: tighter keyword targeting, cost-effective bidding strategies, and creative aligned with urgency and convenience.
The Results
The campaign didn’t just meet expectations—it redefined them:
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The Q2 goal of 18,000 enrollments was massively surpassed
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IdentoGO ended the quarter with over 121,000 enrollments, exceeding the full-year goal in just a few months
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Ad performance metrics showed marked efficiency gains, including a major drop in CPC and increase in CTR
Through proactive strategy and optimized targeting, IdentoGO transformed its budget limits into a breakthrough opportunity—becoming a case study in smart, scalable growth for government services.
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