To increase revenue growth, which had become stagnant. In particular, new customer growth had stalled and needed to be prioritised.

• Allocated the annual budget based on projected value across brands, channels, and seasonal trends
• Integrated Google, Microsoft, and Meta ads, adding new campaign types to enhance prospecting
• Organised branded campaigns into semantic categories
• Optimised product feeds and categorised products based on profit-adjusted ROAS

• Used negative keywords to isolate Brand search, which was creeping into prospecting campaigns
• Used existing customer lists across all channels to exclude them from prospecting efforts, ensuring budget was being directed towards brand new customers
• Analysed previous year’s data to understand seasonal trends, then used KPI-driven forecasting to distribute monthly budgets across all channels
• Scaled the budget according to predicted growth, ensuring cost-effectiveness
• Maintained a strong focus on Google ads, while also expanding branded activity to Microsoft ads 
• Expanded Meta ads to include top-funnel strategies
• Allocated an experimental budget for peak seasons to test new platforms
• Built and refined audience segments using personas, tailoring ad copy and creative for better targeting
• Grouped branded search terms into semantic categories, tailoring ad copy, creative, and landing pages accordingly
• Implemented profit-adjusted product categorisation, to optimise towards higher margin products. Used DataFeedWatch, scripts and internal data to calculate product-level profitability and implement a data-driven approach for optimal performance

• 52% YoY revenue growth
• 44% increase in ROAS
• Reduced CPA by 22%
• Increased AOV by 12% 
• Improved CVR by 32%