Business Challenge
The brand was experiencing rising customer acquisition costs and declining ROAS from prospecting campaigns. Product-level visibility was limited, making it difficult to identify high-performing SKUs and optimize budget allocation.
PPC campaigns required restructuring to improve product segmentation, enhance Google Shopping feed accuracy, and address creative fatigue affecting click-through performance.
Objectives and Success Metrics
The priority was to improve paid profitability by lowering CAC, increasing ROAS, and scaling revenue from high-performing products.
- Increase return on ad spend across Google and Meta
- Reduce customer acquisition cost
- Improve product-level campaign efficiency
- Strengthen CTR through structured creative testing
ROAS Growth
Cost Efficiency
Revenue Scaling
Engagement Performance
Objectives and Success Metrics
The priority was to improve paid profitability by lowering CAC, increasing ROAS, and scaling revenue from high-performing products.
- Increase return on ad spend across Google and Meta
- Reduce customer acquisition cost
- Improve product-level campaign efficiency
- Strengthen CTR through structured creative testing
ROAS Growth
Cost Efficiency
Revenue Scaling
Engagement Performance
Strategic Approach
We segmented campaigns by product performance, optimized shopping feeds, and built structured full-funnel remarketing layers
.
Product segmentation
Structured campaigns at SKU and category level for bid precision
Feed optimization
Improved Google Shopping feed titles, attributes, and data accuracy
Funnel layering
Implemented prospecting and remarketing campaigns with dynamic product ads
Implementation Highlights
- Product-level campaign structuring across Google Ads
- Google Shopping feed optimization and attribute refinement
- Meta funnel campaigns for prospecting and remarketing
- Dynamic product retargeting setup
- Ongoing creative testing and refresh cycles
- Performance-driven bid and budget adjustments
Implementation Highlights
- Product-level campaign structuring across Google Ads
- Google Shopping feed optimization and attribute refinement
- Meta funnel campaigns for prospecting and remarketing
- Dynamic product retargeting setup
- Ongoing creative testing and refresh cycles
- Performance-driven bid and budget adjustments
Challenges and Resolutions
Outcome
Challenge
High customer acquisition cost
Resolution
Segmented campaigns by product profitability
Result
52% reduction in CAC
Outcome
Challenge
Low ROAS from prospecting campaigns
Resolution
Improved feed structure and targeting precision
Result
3.8× ROAS achieved within 4 months
Outcome
Challenge
Creative fatigue impacting CTR
Resolution
Implemented continuous creative testing cycles
Result
41% improvement in campaign CTR
Results and Business Impact
Why This Worked
Performance improved because campaign structure was aligned with SKU-level profitability and supported by optimized shopping feeds and creative iteration.
- Product segmentation reduced budget inefficiencies
- Feed optimization improved auction competitiveness
- Creative refresh cycles stabilized CTR and conversion performance
Build a Scalable Growth System
Why This Worked
Performance improved because campaign structure was aligned with SKU-level profitability and supported by optimized shopping feeds and creative iteration.
- Product segmentation reduced budget inefficiencies
- Feed optimization improved auction competitiveness
- Creative refresh cycles stabilized CTR and conversion performance
Build a Scalable Growth System