I managed the full lifecycle of Google Ads campaigns for two enterprise-level e-commerce brands, both of which were experiencing stalled performance and wasted ad spend. My goal was to turn their underperforming accounts into reliable, scalable revenue drivers. To do this, I developed a holistic, performance-first strategy that addressed every stage of the customer journey from first click to post-purchase behavior.
At the core of this strategy was granular audience segmentation. I used detailed behavioral and demographic data to build custom intent, affinity, and remarketing audiences that closely aligned with each brand’s ideal customer profile. By refining these segments, I was able to focus budget on high-converting users while filtering out low-quality traffic. Alongside this, I implemented smart bidding strategies (including Target ROAS and Maximize Conversions) to let the algorithm learn and adjust bids in real-time based on performance signals.
To support this, I crafted a series of high-converting ad creatives tested across formats such as Search, Display, and Performance Max. I consistently ran A/B tests on ad copy, headlines, visuals, and offers, as well as on landing page experiences. Seasonal promotions were also mapped out in advance to capitalize on shopping spikes while maintaining brand consistency across all assets.
The results were transformative: increased ROAS, stronger customer retention, and more efficient ad spend allocation. This project not only revived stagnant campaigns but also laid a scalable foundation for sustained e-commerce growth, backed by data, creativity, and precision targeting.