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DTC EcommerceProline Range Hoods & NaturesSeed
Paid Ads: ROI & MER Optimization
Increased ROI and MER by focusing spend on what works
Context
Ad accounts were bloated with underperforming campaigns, unclear creative strategy, and wasted spend on distractions. Needed to cut the fat and double down on winners.
Constraints
- Existing campaigns couldn't be paused overnight
- Limited creative production capacity
- Multiple platforms (Google, Meta, social)
- Different product categories and audiences
What I Did
- Took over management of Google Ads, Meta Ads, and social advertising
- Audited all campaigns for true net revenue contribution
- Eliminated underperforming campaigns and unnecessary distractions
- Focused spend on creative and structure that actually converts
- Improved content quality and ad relevance
- Built systematic creative testing framework
Results
- Significant increase in ROI across all platforms
- Improved MER (Marketing Efficiency Ratio)
- Lower CAC with higher quality customers
- More efficient spend allocation
- Scalable creative testing process
Artifacts
Campaign Performance DashboardCreative Testing Framework
What I'd Do Next
Expanding to new channels and implementing automated bid strategies