To identify the most effective strategy for scaling Google Shopping campaigns, Alyx designed and executed an A/B test comparing Google's Performance Max campaigns (shopping placement only) against Standard Shopping campaigns. The objective was to increase Shopping investment while maintaining the company's customer acquisition cost (CAC) goals. Through careful analysis, she found that Performance Max delivered a 40% lower customer acquisition cost than Standard Shopping. Based on these results, Alyx recommended rolling out Performance Max across the account, enabling the business to double its Shopping ad spend while remaining below its target CAC. This data-driven approach gave the business confidence to scale efficiently while maintaining profitability.

When Alyx started working with Fabletics, the growth team had a strategic goal of doubling their paid search investments while maintaining their CAC goal. Alyx analyzed campaign performance, identified scalable opportunities, optimized bidding strategies, refined campaign structures, and continuously tested keywords, ad copy, and audience targeting to support increased investment. Over the first year of working with Fabletics, she was able to successfully scale Google Ads investment 205%, growing monthly spend to more than $1.9 million while maintaining performance goals.