The client, an e-commerce brand specializing in footwear and apparel, needed a paid media strategy that went beyond simply increasing visibility. Their challenge was to develop and implement campaigns that were highly profitable and delivered direct sales in a competitive market.
My Role & Strategic Approach
As a Paid Media consultant, I was responsible for the entire strategy, from technical implementation to ongoing optimization. My approach was focused on maximizing return on ad spend (ROAS) and efficiency.
- Technical Implementation: I handled the technical setup from scratch, including pixel installation and conversion tracking, to ensure every sale was accurately measured.
- Strategic Campaign Management: I designed and managed campaigns on both Meta Ads and Google Ads. For Meta Ads, I focused on sales and retargeting campaigns, continuously testing new creatives, adjusting budgets, and refining audience segmentation to maximize performance. For Google Ads, I implemented a mix of Shopping campaigns to capture high-intent users and Search campaigns to protect brand keywords.
- Data-Driven Optimization: The core of my strategy was continuous optimization based on real-time data. By analyzing performance metrics, I was able to make informed decisions that led to a more efficient ad spend and better results.
The Results
The strategy delivered a significant return on investment for the client. The campaigns generated an average ROAS of 280% and a reduction of 15% in the Cost Per Acquisition (CPA). These results proved that with the right strategy, paid media could be a highly profitable channel for the business.