As an experienced retailer with a market-leading product range and excellent service, they wanted to scale and reduce their reliance on existing customers. Their paid media setup across Google and Microsoft was overreliant on brand search, lower funnel activity and outdated, highly manual, and lacking efficiency. They were inactive on other channels, with no paid social and limited upper funnel activity.

• Audited and corrected campaign inefficiencies, including brand term spend incorrectly classified as prospecting.
• Transitioned from manual Google Shopping campaigns to Performance Max for smarter targeting and automation.
• Introduced customer acquisition bidding and full-funnel investment strategies to drive incremental growth.
• Launched Meta Ads as a new growth channel to diversify acquisition efforts.
• Developed a full-funnel Meta strategy combining upper-funnel awareness and retargeting campaigns.
• Implemented a product feed management system to segment and optimise product ads across Google and Meta.
• Paced the budget based on seasonality and forecasting to maximise efficiency, as previously spend was fairly flat month-on-month

• Identified and resolved double-counting of conversions through testing within Google Tag Manager.
• Built detailed audience personas based on music genres using in-market segments, first-party data, and custom interests.
• Moved to Performance Max to enable full-funnel targeting with automated bidding optimised for revenue, away from the previous dated manual bidding approach
• Used Google Tag Manager to create dynamic variables that pushed category data back to the Meta pixel for building retargeting and lookalike audiences tailored to particular categories.
• Segmented products by audience personas and tailored creative assets and ad copy for each group.
• Implemented extensive negative keyword lists to exclude brand terms from prospecting campaigns.
• Reallocated budget towards high-performing and high first-time conversion categories, such as Music Equipment.
• Deployed dynamic product ads on Meta to re-engage product viewers and basket abandoners.
• Crafted upper-funnel Meta copy around brand trust and range, and lower-funnel ads around delivery speed and price.

• 93% growth in revenue
• Increased ROAS by 59%
• Increased new customer revenue from 11% to 41%
• Reduced CPA by 32%