Published by Sue Johns-Chapman
Published Date 30.09.2025 
MediaBroker is proud to be shortlisted at the European Paid Media Awards 2025 in the category Paid Search Campaign of the Year. Our nominated work, the Always-On SEM campaign for Tele2 Estonia, demonstrates how precise targeting, continuous optimization, and an intent-driven strategy can transform paid search into real business results.
Who We Are
MediaBroker is an Estonian media agency that helps brands grow through smart planning, buying and strategy.
Since day one, our strength has been media planning and buying. Helping brands navigate an increasingly fragmented media landscape with efficiency and clarity. But our ambitions go beyond that.
We are a partner that delivers full marketing strategies and plans, not only channel-level execution. We believe media planning is most powerful when it is connected to broader marketing goals and that’s why we work closely with clients to design holistic marketing roadmaps.
In practice, this means acting as a strategic partner who aligns marketing with business objectives, a media expert who ensures every euro is invested in the right channels, and an executional force who translates strategies into campaigns that perform.
We work with clients across telecom, retail, finance, and consumer goods. Whether it’s building long-term growth plans or delivering short-term results, our guiding principle is the same: turn investment into measurable business value.
The Nominated Work: Always-On SEM for Tele2 Estonia
Tele2 Estonia operates in the highly competitive Estonian telecom market. Consumers search relentlessly for the best plans, compare providers, and make quick purchase decisions. To succeed, Tele2 Estonia needed a strategy where every click carried value.
Objectives
- Boost campaign profitability
- Drive measurable sales growth
- Focus spend on purchase-ready audiences
Approach
Instead of chasing volume, the campaign focused on purchase intent.
We:
- Built campaigns around user journeys and intent categories
- Refined thousands of keywords while excluding non-relevant searches
- Applied continuous bid and ad optimization to capture the highest-value clicks
- Matched ad messaging to decision cycles (clear CTAs for fast movers, value-driven messaging for comparers)
One of the biggest challenges was filtering out irrelevant searches without losing reach. Careful use of negative keywords made the campaigns leaner and more effective, while keyword expansion helped capture emerging trends such as 5G and new device launches. This balance allowed us to grow both efficiency and volume at the same time.
Continuous optimization was another crucial element. Budgets were reallocated in real time to the best-performing categories, ensuring that investment always followed opportunity. Ad copy was tested and refined so that messaging matched user intent: from “ready to buy now” searches to customers comparing offers over several days.
Results
The results speak for themselves:
- ROAS increased from 25 to 46.75
- Sales grew by +91%
- Cost per click decreased
- Visibility and CTR improved significantly
- Average conversion value increased
The Always-On SEM campaign showed that success is not about budget size but about precision, strategy, and focus on intent.
Full story: Case study Always-On SEM
Proud and Thankful for the Recognition
For our team, being shortlisted at the European Paid Media Awards is both an honor and a milestone. Estonia is a small market, but this recognition shows that world-class digital marketing results can be delivered anywhere with the right approach.
For us, this shortlisting is not just about one campaign. It is a reflection of our broader vision: to be a trusted partner who goes beyond media buying and delivers strategies that move businesses forward.
It also boosts our motivation as a team. Awards matter, not only as recognition but also as inspiration. They remind us that the hours of analysis, testing, and refining pay off.
