Daniel

Foster

The Challenge: A mid-sized US apparel brand was struggling with high CPA ($45+) and stagnating sales despite increasing their Google Ads budget. Their account structure was chaotic, relying on broad match keywords that wasted 40% of spend on irrelevant traffic. My Strategic Approach: I conducted a deep-dive audit based on data across 50+ touchpoints. The focus was on restructuring the account for profitability, not just clicks. Key Actions Implemented: Negative Keyword Mining: Identified and excluded 3,500+ search terms that were draining budget without conversions. Structure Reorganization: Migrated from messy mixed campaigns to a clean "Alpha/Beta" structure (separating high-intent winners from testing grounds). Ad Copy Optimization: Rewrote RSA assets using behavioral psychology triggers to boost CTR and Ad Strength. Shopping Feed Hygiene: Optimized product titles in Merchant Center for better search relevancy. The Results (Month 1 vs Previous Month): ROAS: Increased from 2.