Initial Account Restructure After Hire

Context

The account was stable but constrained in its ability to scale efficiently.

Constraint

Campaign structure was optimized for efficiency rather than volume, limiting delivery breadth and growth potential.

Strategic Decision

Focus on structural changes that would support incremental demand before increasing budgets.

What Changed

• Introduced Advantage+ and catalog-based campaigns to unlock scale
• Rebalanced campaign mix to support broader delivery

Results

• Purchases increased 13%
• CTR improved 18%
• CPA decreased 12%
• ROAS remained stable

Why It Matters

Maintaining ROAS while increasing volume is often the first signal that an account is structurally prepared to scale. This work created the foundation for future growth.