Challenges
Why performance had plateaued
Inadequate use of advertising money resulted from a lack of smart channel insights, and a generic strategy across all users made it harder to scale revenue.
- Inadequate use of advertising budget across channels
- Generic messaging for users browsing a wide range of products
- Difficulty scaling business income without clearer paths to purchase
The Approach
Define winning paths, then scale them
Objective was set to determine the best revenue-generating path and then develop a plan to boost conversion, enhancing marketing efforts and optimising return on investment.
- New account structure deployed with audience segments focused on ATC users
- Re-engaged exposed and highly-intent audiences via Google Search and Meta
- Emphasis on quality traffic and lower-funnel conversions
What we delivered
Revenue-path Mapping
Identified the most effective paths from discovery to purchase to guide spend.
New Account Structure
Deployed a structure focused on high-intent segments like ATC users.
Lower-Funnel Re-engagement
Re-engaged exposed users with tailored messaging across search and social.
ROI Optimisation
Aligned media investment with the channels and audiences driving the highest returns.
