Brand needed help with branding
Project Overview
A leading brand in the consumer electronics industry approached me to manage their paid advertising campaigns. Their goal was to maximise return on ad spend (ROAS) and scale conversions while maintaining cost efficiency.
Initial Performance (2024)
In the full year of 2024, the company spent 1.29 million PKR on ads. This investment generated a total conversion value of 1,685,052 PKR, indicating an ROAS of approximately 1.3x. While the campaigns were driving results, there was significant room for improvement in scaling revenue and optimising ad spend.
Strategic Changes in 2025
- I took over campaign management in January 2025 and implemented a data-driven strategy focusing on:
- Audience Segmentation: Refining target audiences based on purchase behaviour and intent signals.
- Campaign Restructuring: Shifting to high-performing campaign structures, including Performance Max, Demand Gen, and optimised Search campaigns.
- Budget Allocation: Directing ad spend toward top-performing products and high-intent audience segments.
- Ad Creatives & Messaging: Enhancing ad creatives with compelling offers and clear value propositions to increase engagement.
- Bidding & Optimisation: Implementing automated bidding strategies to maximise conversions within the allocated budget.
Results (First Two Months of 2025)
- By implementing these strategic changes, the impact was immediate:
- Total Spend (Jan-Feb 2025): 742.40K PKR
- Conversion Value (Jan-Feb 2025): 6,181,610 PKR
- ROAS Improvement: Increased from 1.3x (2024) to 8.3x (2025) in just two months