eCommerce Brand:
Paid Search Strategy, Automation & Execution

Paid Search | eCommerce | Automation & Bidding | Revenue Growth 

Developed a Paid Search strategy focused on strengthening customer retention and long-term value in a highly competitive category. The initiative prioritized high-value audiences over volume, using automation, remarketing, and trust-led messaging to re-engage existing customers, reinforce brand authority, and drive sustainable growth.

Reinforcing Brand Authority & Retention
Through Smarter Paid Search Strategy

Context

The client quickly established strong brand awareness and authority but faced growing competition from lower-priced alternatives, which impacted customer loyalty. To maintain leadership, the Paid Search strategy evolved to emphasize differentiation, strengthen trust through authentic messaging, and drive sustainable growth using automation and audience intelligence.

Objectives:

  • Differentiate the brand in a crowded eCommerce landscape through authentic, trust-led messaging.

  • Strengthen customer retention and reinforce brand authority among existing customers.

  • Improve acquisition efficiency and profitability by optimizing ROAS and CAC.

Key Considerations

  • The brand sees strong conversions during tentpole events, though these have not consistently translated into long-term customer retention or sustained performance.

  • Website’s limited user experience has negatively impacted ad quality scores and visibility, placing the brand at a competitive disadvantage in auctions compared to competitors.

  • Operating within a highly regulated industry restricts the speed of creative updates and campaign launches, impacting the brand’s ability to adapt messaging and assets in real time, and implement important retention tactics.

How We Did It

Focused on value over volume — re-engaging users and strengthening long-term loyalty.

  • Cross-Sell Campaigns: Reconnected with customers who purchased one product but hadn’t adopted others.

  • Smart Bidding: Leveraged smart automation to prioritize long-term customer value over volume. Focused spend on high-intent, repeat-engagement audiences to strengthen loyalty and retention.

  • Creative Testing: Refined ad copy, and creative to align with audience intent and emphasize trust, quality, and emotional connection.

  • Cross-Functional Collaboration: Partnered with Brand team, analytics and creative teams to continuously evaluate performance and inform optimization decisions.

  • Remarketing Sequencing: Developed layered campaigns targeting users at key funnel stages — from abandoned carts to post-purchase re-engagement across Ad Networks.

Not All Conversions Are Created Equal.

The strategy redefined success by focusing on customer value over volume — optimizing Paid Search campaigns to nurture loyalty and long-term growth.

YoY Revenue

Data shown is illustrative.

YoY Growth

Sales Return
+42%

Ad
Spend
- 50%

Return/Ad Spend
+85%

Cost/PP
- 50%

Key Takeaways & Future Optimizations
Performance Insights & Next Steps

  • Enhance user experience to ensure a seamless journey from ad engagement to purchase conversion.

  • Refine ad copy and keyword targeting to test new creative combinations and identify top-performing messages.

  • Test automation features to expand reach and identify high-value conversions.