To address these challenges, our team of experienced Meta and Google Ads specialists implemented a comprehensive strategic overhaul of the client’s digital advertising efforts.

On the Meta Ads side, we began by thoroughly restructuring the account. Underperforming campaigns, i.e., those that generated poor-quality traffic based on GA4 metrics like high bounce rates and low engagement, were removed.

In their place, we launched new campaigns that included Advantage+ formats, interest-based and lookalike targeting, and dynamic product ads to better capture intent-driven audiences.

To improve overall campaign performance, we refreshed the ad creatives and messaging. This included testing new visual concepts, rewriting ad copy to better reflect the brand’s tone, and reusing high-performing organic content in paid formats to enhance authenticity and relevance.

We also refined the account structure to optimize for engagement and traffic quality. Creative updates were also made with a clear focus on visual appeal and alignment with the brand’s aesthetic.

Plus, seasonal budget adjustments were implemented to allocate spending more effectively during key periods of high demand.

On the Google Ads side, we restructured campaigns to drive profitability and clarity. Shopping and Performance Max campaigns were reorganized based on revenue potential, with high-revenue product categories isolated into separate campaigns to maximize return on ad spend.

We also revamped the search campaign structure by moving away from mixed-theme ad groups where keywords like “art prints” and “sofas” had previously been grouped together. Instead, we created tightly themed ad groups that matched specific product categories and landing pages.

To address low conversion volumes, we incorporated the “Add-to-Cart” event in underperforming campaigns. This led to lower CPCs and an increase in purchase conversions.

Besides, ad copy was rewritten to better reflect the brand’s distinctive voice. We also opted out of Google’s automated headline and description generation in favor of custom high-converting messaging. All of these steps helped boost click-through rates and reinforced the brand identity.

Finally, we focused on growing Shopping campaign performance by increasing engagement and impression share. Through bid control and strategic scaling, we managed to maintain stable CPCs while enhancing CTR. A key tactic here was testing lifestyle product imagery in the feed, which contributed to better visual engagement.