OPTIMIZATION
(© 2025)
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From blind
spend to
+70%
revenue.
The brand was running paid ads on both Google and Meta. It had a Shopify store. What it didn't have was any reliable connection between any of them. No conversion data, no pixel events firing correctly, no visibility into what was actually working — on either platform.
Every campaign decision was a guess. And guesses, at scale, are expensive. I came in, built the entire tracking infrastructure from scratch across Google and Meta, then engineered a bidding strategy that let the data lead. The result: 70% revenue growth.
What we were dealing with
Two channels. One fix: build the foundation first.
Smart bidding only works when the algorithm has signal. Before touching a single campaign setting on Google or Meta, the entire tracking infrastructure had to be rebuilt from zero — on both platforms. Only then could optimisation actually begin.
Set up Google Tag Manager and connected it to Shopify. Purchase events, add-to-cart, checkout steps — every meaningful funnel action tagged and verified in real time. Google Ads finally had real conversion signals to learn from.
Implemented the Meta Pixel end-to-end — from installation through to event validation using the Pixel Helper, Test Events tool, and Events Manager debug view. Every purchase and funnel event confirmed firing correctly before a single Meta campaign was trusted with real budget.
With no conversion history yet, volume came first. Max Clicks generated traffic while the new tags logged real conversions over time. You can't skip this step and expect smart bidding to perform.
Once conversion history hit threshold, shifted to Maximise Conversions. Google could now predict who was likely to buy and allocate budget accordingly. Costs got smarter. Results followed.
Final shift: Target ROAS. With full conversion data and a clear revenue-per-click signal, the algorithm optimised directly for return on ad spend. Every dollar pushed toward the highest-value outcomes. This is where results compound.
The real win wasn't just the revenue number. It was finally knowing what was working — across every channel — and being able to prove it.
Paid media only works when your data does too.
The campaigns weren't the problem. The absence of signal was — on both Google and Meta. Once tracking was solid across every channel, every optimisation decision became sharper. The results followed. This is the work that happens before the "fun" stuff. And it's exactly what makes the fun stuff actually land.
