The challenge
Ad spend was rising faster than revenue. The platforms reported strong results, the bank account did not, and nobody could say which campaigns were really working.
An audit found the cause: conversion events fired more than once, sales completed on a second visit were invisible to the ad platforms, and campaigns were optimising towards those broken signals.
What we did
- Measurement first: rebuilt GA4 and Google Tag Manager, removed duplicate events, and added the Meta Conversions API and Google enhanced conversions.
- Account restructure: reorganised campaigns around verified high-intent audiences and the most profitable products.
- Creative testing: introduced a structured testing rhythm for hooks and formats.
- Daily visibility: built a live Looker Studio dashboard so budget decisions were made on current numbers.
The results
Over four months revenue grew by 1,200% while blended return on ad spend more than doubled to 2.3×. The biggest single change was not a clever campaign. It was giving the platforms accurate data to optimise against.
Read more about the method on the performance marketing service page.