Challenge:

Prior Official needed to scale online sales while optimizing ad spend efficiency on Meta and Google Ads. The brand faced issues with audience overlap, inaccurate tracking, and wasted spend on low-intent search terms.

Key Strategies & Execution

Meta Ads

• Developed a segmented funnel strategy to prevent audience overlap.

• Separated cold, warm, and hot audiences and optimized each with unique ROAS goals.

• Integrated third-party server-side tracking for accurate sales attribution.

• Activated first-party data for precise retargeting.

Google Paid Search

• Separated branded and non-branded search terms to track real acquisition costs.

• Scaled high-performing keywords into new campaigns for sustained growth.

• Launched Dynamic Search Ads (DSA) and increased daily budgets across multiple categories.

• Eliminated negative keywords to prevent wasteful spending on irrelevant searches.

• Integrated GA4 for deeper analytics tracking.

Shopping Campaigns

• Updated product feeds for better discoverability.

• Divided campaigns by product categories to allocate budgets strategically.

• Excluded brand terms to focus on acquiring new customers.

• Prioritized high-margin products to maximize profitability.

Impact

✅ YoY Online Sales Growth: $1.15M → $1.3M (+$150K, +13%)

✅ ROAS on Meta Ads: 10.4x (Pre-campaign: 6.2x, +67% improvement)

✅ ROAS on Google Ads: 4.0x (Pre-campaign: 2.5x, +60% improvement)

✅ Conversion Rate Growth: 2.1% → 3.1% (+1%, +47% increase)