Client

A direct-to-consumer e-commerce brand in the faith-based homeschool education space, selling curriculum and study resources online. Managed end to end — strategy, account structure, budget, and week-to-week optimisation.

The challenge

Profitable, but plateauing. Return on ad spend sat at 4.19 — under the 5.0 blended ROAS the business needed to scale with confidence. Budget was spread evenly across campaigns rather than concentrated where the account actually earned, and there was no consistent review rhythm to catch performance drift before it cost money.

The mandate: grow revenue and increase spend without giving up efficiency — ideally improve it.

The approach

• Weekly audit cadence

  Reviewed the account against a 30-day baseline and a 7-day movement window — never calling a trend on a few days of data. Softening got caught early, before it compounded.

• Concentrated budget on proven levers

  Moved spend off the lowest-efficiency campaigns and toward the highest-ROAS, highest-intent traffic, instead of funding everything equally.

• Protected the algorithm

  Avoided changes that reset Smart Bidding’s learning phase, and held targets stable until conversion volume justified moving them.

• Kept the structure clean

  Exact and phrase match only, a continuously maintained negative-keyword list, and match-type discipline so the right searches mapped to the right campaigns.

• Measured every call against one number

  A blended 5.0 ROAS target governed every recommendation. Anything that didn’t move the account toward it didn’t ship — often the highest-value decision was to leave things alone.

The results