Anthem Broadband

Anthem Broadband is a regional internet service provider with two product lines: fixed wireless and fiber. We run a Google Ads account for each, plus the brand’s Meta Ads account, and every account is pointed at the same outcome: service signups at a cost the business can scale.

The Challenge

Fixed wireless and fiber behave nothing alike. Each product has its own footprint, its own buyer, and its own economics, so a single blended account would hide what each dollar was doing. On top of that, an ISP sells against entrenched competitors in every market it enters, and comparison shoppers search for those competitors by name. The mandate was volume: keep signups climbing while monthly budgets more than doubled, without letting the cost per signup drift.

The Solution

• Separate Google Ads accounts for wireless and fiber, so each product line carries its own budgets, bidding, and reporting
• A Performance Max campaign with full asset coverage as the volume engine for each product
• Dedicated branded Search campaigns to protect the Anthem name on both product lines
• A competitor Search campaign on the wireless side to win comparison shoppers, adding 1,116 signups over the last twelve months
• Segmented phrase-match and non-brand Search campaigns to capture generic broadband demand

The Results

From August 2025 to August 2026 the two Google accounts produced 15,634 service signups on $440K in spend. Budgets scaled hard through the window, from about $18K in August 2025 to more than $54K in April 2026, and the cost per signup held in the twenties the whole way.