Problem Statement
- Return on Ad Spend was consistently declining month-over-month. - Google's PMAX was wasting budget on irrelevant searches . - We were missing out on real buyers because our budget was split across too many random searches. - TikTok and Snapchat were fully automatic - bad ads spent freely, good ads never scaled - The ads were generic and failed to build trust with local audiences.
Our Approach
Account Audit
Audited all the existing platforms - Google, Meta, TikTok and Snapchat
Budget Optimisation
Identified where the budget was wasting and why Return on Ad Spend was inconsistent and decreasing.
Strategy
Google: - Blocked irrelevant traffic by adding negative keywords to PMAX. - Launched separate Brand, Generic, and Competitor campaigns to capture high-intent searches. Meta: - We changed the ad strategy to focus entirely on clear profit targets. - Introduced UGC creatives - built trust with real & relatable content - Launched country-specific promotions and did customised messaging as per the market. TikTok & Snapchat: - Switched to manual campaigns with Lookalike audiences and video creatives - Paused the poor performing ads and scaled the winning ones
Results
Improved Return on Ad Spend (ROAS) by 21% while reducing total ad spend by 40%.