Tali & Tasi
- Client
- Tali & Tasi
- Role
- Google Ads
- Year
- 2024
- Scope
- Google Ads / Ecommerce
The problem
An ethical children's clothing brand whose Google Ads spent consistently and returned very little. The account was not segmented, so campaigns overlapped and competed for the same budget. That budget was spread evenly across every product regardless of what sold or what it was worth, audience targeting was too broad to reach high intent shoppers, and nothing was running on general or discovery Shopping terms at all.
The approach
Restructure around what the products actually do, then let the data move the money. Campaigns segmented by product performance and audience type using GA4, spend redirected to the best selling and higher value items to lift both average order value and return, and new Shopping campaigns opened on general keywords to reach people who were not yet searching the brand.
The work
Account audit, campaign restructure and segmentation by product performance and audience, new general keyword Shopping campaigns, budget reallocated to high value and best selling products, audience research and custom segments assigned per product category, ad creative and product feed accuracy, and search term reports monitored to cut wasted spend.
The result
Between July and September 2024 conversion value went from $219.60 to $8,810 and conversions from 1 to 25.62, on spend scaled from $23.14 to $2,070. Return separated by campaign type as intended: the targeted campaigns reached 2,758% while the general Shopping campaigns held 424.74% at far greater reach. A week after the restructure the targeted side had already gone from 949% to 2,758% with cost per conversion down $13.46 to $9.68.
Next case study
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