Client Success Story
The Business
The client was a UK-based company offering custom merchandising and printing solutions. Its catalog included DTF transfers, 3D UV stickers, and other custom printing products used by clothing brands, promotional merchandise sellers, and enterprise buyers for branded merchandise. The company sold mainly through its eCommerce website and Amazon store and operated in a competitive product segment.
Project Scope
The engagement started with eCommerce SEO for the client’s website to improve rankings and organic visibility in a competitive search environment. After the initial positive results, the client expanded the scope to include end-to-end paid ads management across Google, Meta, TikTok, and Amazon.
The project included:
Challenges Identified
Despite the client increasing ad spend aggressively, the revenue remained low, and margins kept tightening. A multi-channel audit across Google Ads, Amazon, Meta, and TikTok highlighted that the account structure, targeting, and bidding strategy needed complete restructuring.
The main findings were as follows:
Campaigns were not organized around distinct goals such as awareness, prospecting, and conversions. Budget distribution did not reflect performance potential, and campaign objectives were not aligned with actual buying stages.
Campaigns were reaching irrelevant users across Google, Amazon, Meta, and TikTok. Keywords were not segmented by broad, phrase, and exact match types, which caused spend leakage on unrelated searches while missing high-intent demand. Audience structure was not fully developed, with limited use of retargeting, lookalikes, or CRM-based segments.
Bids were not being adjusted consistently by device, location, hour, or audience performance. In a competitive category with frequent auction shifts, that caused overbidding on low-value traffic and underbidding on high-conversion opportunities.
Clicks were not converting efficiently because landing pages did not align well with keyword intent or ad messaging. At the same time, Google Merchant Center had unresolved feed and product type issues that limited Shopping visibility and restricted accurate matching against relevant queries.
Solution Implemented
A four-member team was assigned to the account, including one SEO specialist and three PPC specialists. The work focused on improving the organic foundation and building a coordinated paid acquisition model across channels.
The team started with a full SEO audit covering technical issues, on-page gaps, internal linking, and keyword opportunities. Crawlability issues were fixed, meta tags and page titles were rewritten around commercial search terms, and internal links were improved to support key product and category pages. Keyword research focused on DTF transfers, custom stickers, heat press prints, and related UK-market terms with commercial intent.
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.
Business Impact
The engagement produced measurable improvements across every active channel:
Increase in Google sales within three months of campaign restructuring.
Growth in Google revenue over the same three-month period.
Improvement in TikTok RoAS, exceeding the client’s stated benchmark.
Revenue generated through Meta Ads between July and December 2025.
Increase in Meta revenue from July to September 2025.
Monthly Meta revenue maintained during November and December.
Increase in Amazon sales during the tracked comparison period.
Reduction in Amazon ACoS through keyword targeting and optimization.
Get In Touch
Partner with Team4eCom for end-to-end digital marketing support, from SEO and paid ads to marketplace management. We combine data-backed execution, dedicated resources, and channel-specific expertise to help eCommerce brands improve visibility, conversions, and online sales.
Share your requirements at info@team4ecom.com to get started.