All Within Just 3 Months
The Challenge
A rapidly expanding Australian clothing retailer wanted to scale its advertising spend on Facebook and Google Ads to accelerate growth. However, despite their efforts, they weren’t seeing a strong return on investment from these platforms. With a highly competitive market they needed to ensure that their investment would drive qualified traffic and sustainable sales growth and ultimately, more revenue.
The Solution
To support the brand’s growth goals within a quarterly budget of $50,000 I implemented a targeted Facebook and Google Ads strategy focused on maximising ROAS and increasing purchases. This strategy prioritised creative testing, audience targeting and budget optimisations to enhance overall campaign effectiveness. I continually iterated the approach based on data-driven insights to ensure the strategy remained effective and aligned with business objectives.
Key components of the strategy included:
- Precision Targeting & Retargeting: Utilised detailed demographic, interest and lookalike audiences to reach high-value users who are more likely to purchase at lower CPCs. Additionally, leveraged retargeting to recapture users who have interacted with the website or abandoned carts, driving them back to complete their purchases.
- Optimised Campaign Structure: Structured campaigns across both platforms to align with customer journey. This approach ensured users saw relevant content based on where they were in the journey resulting in more clicks and sales at lower CPAs.
- Ad Creative Testing: Continuously tested ad creatives ranging from creative type, visuals, messaging, callouts etc. to identify and scale winning creatives based on performance data.
- Budget Optimisation: Leveraged data-driven insights to focus budget on high-performing segments in Facebook and Google Ads. Budget was also shifted between platforms based on performance and to leverage the strength of each channel to maximise overall ROI.
- Targeted Holiday Periods: Strategically increased ad spend and tailored campaign messaging during key event periods. These campaigns featured time sensitive offers and themed creatives to align with consumer buying patterns, boosting relevance and urgency. This approach helped capture heightened demand and maximise sales during peak shopping periods.
The Results
Within just three months my paid media strategy resulted in:
- 426k Revenue: An increase of 12.6% QoQ
- 8:1 ROAS: An increase of 19.8% QoQ
- 3,160 Purchases: An increase of 10.6% QoQ
Historically, this quarter had been a challenging period for the client. However, our strong performance, paired with transparent reporting and consistent communication, built trust and confidence for the client. This created an opportunity to cross-sell our services, resulting in our web team being brought on retainer for ongoing support.