eCommerce - Right Platform, Right Strategy: Reallocating Budget for Real Revenue Growth

The challenge: While TikTok was theoretically the right channel to showcase their products, it wasn’t delivering an efficient cost per lead given the limited budget available.

The solution: With resources concentrated where they’d have the most impact, I focused on optimizing Performance Max campaigns in Google Ads, leveraging AI-driven audience and search signals. This involved clearly structuring product offerings, cleaning up the Google Merchant Center feed, aligning audiences with the right landing pages, fixing conversion tracking, and bidding on enhanced conversions. Together, these improvements drove a measurable increase in revenue.

I also built an omnichannel strategy for the client, incorporating UGC (user-generated content) - which proved especially effective for this type of product to support broader brand scaling.

Key takeaway: Every business and audience segment is different. By providing tailored strategic direction, you can reach the right audience, on the right platform, in the right way.