The challenge
Where things stood
The brand was spending on Google and Meta, but budget was spread thin across overlapping campaigns with weak targeting. Sales had stalled, and nobody could say which channel was driving revenue.
- Budget split across overlapping campaigns
- Broad targeting and no creative testing process
- Google and Meta managed as separate silos
The strategy
What we changed
- Rebuilt the paid media architecture. Campaigns consolidated by product margin and funnel stage, so budget follows profit.
- Creative-first testing on Meta. A weekly testing loop for hooks, formats and offers, with winners scaled quickly.
- Structured Performance Max on Google. Asset groups and feed segments built around best sellers and high-margin products.
- One view across channels. Unified tracking and reporting, so Google and Meta budgets are set on blended ROAS and CAC.
The results
What changed for the business
With both channels working from one plan, ROAS reached 9X, revenue grew 70% and customer acquisition cost fell by 34%.
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