Scaling SEO And PPC Performance Across Multiple Channels For A UK Custom Print Brand

Our priority was to design a funnel-based structure of the campaign and overhaul the Google account architecture. The team executed the following tasks:

• Executed Performance Max for broader reach and brand visibility.
• Created Search campaigns with Maximize Conversion Value for exact and phrase-match purchase-intent queries and Maximize Conversions for broad-match reach expansion.
• Developed Search campaigns using Target CPA for affinity and custom intent audiences.
• Launched Search campaigns with Target ROAS using device, location, in-market audience adjustments, RLSA, demographics, and keyword match type controls.
• Refined targeting through keyword segmentation by product type, match type, and intent, supported by audience layering and remarketing lists.
• Created and tested Responsive Search Ads, followed by optimizing campaigns at the ad group and keyword levels using Quality Score, impression share, CTR, conversion rate, and ROAS.
• Fixed Google Merchant Center feed issues and improved product type structure.

Amazon campaigns were rebuilt from scratch, and audience and keyword targeting were improved to capture shoppers with high intent and reduce wasted spending. The team achieved the goal by executing the following tasks:

• Split campaigns by keyword match type across broad, phrase, and exact terms.
• Reviewed search term reports every week to identify top-performing search terms.
• Added negative keywords continuously to avoid unrelated traffic.
• Adjusted bids based on conversion performance rather than impressions, prioritizing keywords that have higher ACoS.
• Launched product targeting campaigns against complementary and competitor listings to capture a high-converting intent audience.
• Applied dayparting and placement bid modifiers as per performance data.
• Set SKU-level ACoS targets based on margin thresholds to ensure profitability was maintained at the individual product level.

After positive performance from Google and Meta campaigns, TikTok was added as a dedicated channel for customer acquisition and brand awareness. Our team performed the following tasks:

• Set up TikTok Pixel and conversion events.
• Launched multiple UGC-style and native in-feed video variations to identify which messaging angles, hooks, and formats performed the best.
• Tracked hook retention to identify where viewers dropped off and optimize video opening sequences.
• Monitored creative fatigue and rotated low-performing ads before performance declined further.
• Used Spark Ads on organic posts with strong engagement, capitalizing on existing social proof.
• Scaled high-performing sets with Cost Cap bidding and increased ad budget incrementally.
• Tracked CPA daily during the learning phase to optimize ad spend.

We structured the strategy to manage Meta Ads across Facebook and Instagram, focusing on engagement, awareness, and high sale conversion. Here's what our team did:

• Set up Meta Pixel and purchase, add-to-cart, and page-view events.
• Built custom audiences from site traffic, CRM lists, and engagement activity.
• Created lookalike audiences from existing customer profiles.
• Applied UK-focused location and radius targeting.
• Used Maximize Conversion Value for awareness, Maximize Conversions for engagement, and Bid Cap or Target Cost for conversion campaigns.
• Performed ongoing creative and audience testing to identify ad set combinations that can provide the highest returns.