The brand faced several tough periods during the ups and downs of the pandemic, at times also overlapping with the natural seasonality of its vertical.

They were again facing a drop in sales and ROAS and I was working on a strategy to improve their ROAS.

I reviewed their Google Ads account for opportunities to lift performance there, as well as looking at other opportunities in other channels.

In this particular case, they were happy to run the Facebook Ads account themselves as it was performing well, so it was not part of the review.

I found several opportunities to improve the ROAS of their Google Ads account and recommended adding Programmatic to their channel mix, with a focus on Dynamic Creative Optimization (DCO) and Remarketing driven by sophisticated machine learning algorithms.

I also reviewed their SEO strategy, at the time managed by an SEO agency and identified further opportunities to get more 'bang for their buck in that channel.