Video Case Studies:
Google Ads: Optimizing Search For Higher ROI
More efficient paid ads > higher profit > scalable growth.
One example of how Google Ads cost-per-conversion was brought down. A creative solution brought several unprofitable sub-segments into profitability.
Campaign with good overall results would usually be left as-is. However, this ‘leaves money [extra revenue] on the table.’
Meta Ads: Building Targeting That Works
A Meta prospecting audience was properly designed resulting in profitable new customer orders.
The usual cookie-cutter approach was overturned, it targeted too-broad an audience (= wasted spend). Instead, data-driven/segmented targeting led to a successful campaign.
A note on timing: this campaign predates Meta’s shift toward broad, automated targeting (Advantage+), so the exact controls shown have changed, but the discipline hasn’t: use data to work out who converts, then steer the platform toward them, today mostly through creative, audience suggestions and conversion signals.