Case studies

Context

An American direct-to-consumer online store selling bike racks. Before we started, Google Ads had hit a ceiling: every budget increase pushed ROAS down without bringing more revenue, and the Meta campaigns had no clear strategy.

Challenges

• Too much of the budget went to brand keywords.
• Shopping campaigns had no real structure: a few products took almost all the impressions.
• Meta brand awareness campaigns were expected to break even at the same time.

What we did

• Separated branded and non-branded campaigns across Search and Shopping, each with its own budget and goal.
• Split Shopping campaigns by product type (MTB racks, e-bike racks and so on), each aimed at owners of that type of bike.
• Built the Meta strategy around micro-conversions, reaching people earlier in the buying journey who still showed strong intent. This increased brand searches and made the other channels more efficient.

Context

A sailing charter company offering premium services. The industry is highly competitive with high CPCs, and a small internal team had to cover many tasks at once.

Challenges

• High CPCs in one of the most expensive Google Ads niches in travel.
• Many searches that looked relevant were actually for budget boats, which made it hard to reach the right audience.
• A small team with little time for producing content and testing quickly.

What we did

• Phase one: found the keywords that actually brought relevant enquiries for luxury sailing, by building an extensive exact match keyword list.
• Phase two: tested ad copy continuously to make ads more relevant, so the wording itself filtered for the right audience.
• Back to basics: patience, data analysis and iteration in a very demanding niche.