The previous setup was costing them money in every channel.

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Google conversion tracking was counting sales twice, so every decision was being made on bad numbers.

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Targeting was also too broad, with warmer weather states getting the same budget as cold ones.

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Meta had no creative testing, and then it had no account at all. Product titles were confusing US buyers.

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Summer promos had burnt through margin the year before. They needed a working ad account first, and then a proper plan for peak season.

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We fixed the foundations over the summer and then scaled hard once the cold weather arrived.

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Rebuilding Meta From Zero

‍We rebuilt the business manager and revived the old ad account so we kept its history, then relaunched around past best sellers with the US first.

New ads went from around 40 a month to 80-100, with angles taken straight from post-purchase surveys like dog walks, school runs and watching sport, and cost caps found extra spend at a lower CPA than the old campaigns.

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Google Rebuilt For Profit

‍We removed the duplicate tracking first and then moved from PMax to Shopping for tighter bid control, targeting the colder US states, fixing the feed titles and giving brand its own campaign.

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Profit First, Then Scale

‍We held spend back through the summer heatwave to protect margin, and in autumn we agreed a new customer CAC ceiling with the client, which let us buy volume while profit kept rising. The UK launched in August as well.