PuppySpot was a client who depended on Paid Search (Google & Bing) for 60-70% of their leads, & sales. When I onboarded they had their accounts run by an agency which took 5.5% of marketing spend plus one-time fees. They hired me as a Paid Search Specialist to run the accounts in-house to save money & get closer to the data. Within the first 12mo (Feb20 to Feb 21) I was able to scale their Google Ads/Bing Ads accounts - driving +26% YoY High Intent Leads at -25% CPL which resulted in a -19% YoY CPS & +66% YoY Gross Profit.

The accounts were scaled to a consistent $35-40k/day spend at a greater efficiency (CPL & CPS) not counting the significant savings from not paying an agency fee. I was able to achieve this by stitching to together offline sales data with a lead scoring system on top of the daily optimizations. We were able to move towards measuring success on a CPS & Gross Profit basis and away from solely a CPL model. On top of this I wore many hats helping in emerging channels, ad-hoc reporting, affiliate marketing & SEO.

- Drove +26% YoY Conversions

- Improved CAC -18% YoY

- Scaled Gross Profit +66% YoY

How I Did It:

- -Analyzing together offline sales data with lead scoring to make tactical UI optimizations

- -Pivot from a Cost-per-lead (CPL) management to a Cost-per-sale (CPL) bidding

- -Utilize Breed (product) specific profit margin to guide bidding decisions

Mushroom Revival has tried a few different agencies over the past couple years to get Google Search to be efficient channel at scale for them. They hired me as a SEM Consultant for 10hrs/week to give it one last try as they could not afford or take the risk of hiring a full time Paid Search Specialist at the experience level they were looking for.

The challenge was they had very small budgets with little room for testing in a highly competitive & policy restricted niche.

Month 1 (Aug 21), scaled account to just short of a 130% ROAS on a minimal budget of $4k/mo surpassing historic ROAS +26%.

Month 2, maintained efficiency scaling conversions +10%.

Month 3, restructured the account to accommodate new product launches & decided to move away from a ROAS model to a CAC model to scale as they had a strong customer retention & subscription rate.

Month 3 & 4 we continued to scale each month surpassing an all time high in purchases as we restructured the Search campaigns & launched additional products.

Month 5 we were able to continue to increase purchases +143% leaning into (opening budgets further) the learnings from the previous months while maintaining MoM efficiency.

fast forward to 2022...YoY we drove +83% Purchases at about a flat CPA with +109% Revenue

How I did it:

-Focused on scaling Nonbrand Search

-Restructured campaigns to leverage machine learning & autobidding

-Fixed & optimized Shopping Feed

-Recommended CRO on landing pages to complete the customer journey & increase AOV. Worked closely with their developer agency to optimize the website & create landing pages to continue to improve CVRs

-Eliminated wasted spend through close monitoring of search terms

-Ad & Offer Testing

Manukora sells high-grade Manuka Honey. Back in Dec 2021 they were seeing declining performance in their account & in need of a Paid Search Specialist. It didn’t make sense to bring on a top level Paid Search Specialist full time so they hired me to work as a consultant to fix, scale & manage their Paid Search Program.

Month 1 - through cleaning up wasted spend, reallocated budgets, adjusting bids, & keyword mapping Purchase volume scaled +57% at a 16% lower CPA. They hit over 1000 Purchases that month which was an all time record & more than double what they saw last year during that month.

Month 2-4 - continued optimizing the account in order to make a strategically clean account.

Month 4 - launched a brand new Google Ads account using USD currency, as we sunsetted the NZ currency account.

Month 4-12+ - MoM we’ve been able to grow Purchase volume at declining CPAs & rising ROAS. Majority of the conversion volume is Nonbrand & as we think about customer journey (ad→ landing page → offer) we’ve been able to expand into adjacent honey categories. We are testing Performance Max and are looking at testing New Landing Pages, Youtube Ads & Discovery campaigns in the near future as areas of growth.