E-commerce growth acceleration
The challenge
Cost per acquisition had crept up and return on ad spend was flat on the main product line. Every attempt to scale into new markets pushed CPA higher instead of holding it.
Key results
The strategy
A full-funnel rebuild: Performance Max carrying broad demand, high-intent search campaigns carrying the bottom of the funnel, and a strict negative keyword programme cutting the queries that never converted.
The implementation
The account was restructured into themed ad groups so budget could be steered by product margin rather than by volume. Landing pages were rebuilt for mobile checkout, and bidding moved to a tiered structure where higher-margin products carried higher targets.
The outcome
Revenue grew while cost per acquisition fell, and the account held that position through a full seasonal cycle rather than spiking and collapsing.
What I took from it
Bidding to profit rather than to volume is what makes a scale-up hold. Maximum conversions is easy; profitable conversions is the job.