Campaign Optimization Case Study: Search + PPC Improvements

This campaign optimization case study focuses on how paid search and paid social performance can be improved by tightening keyword intent, reducing wasted spend, and scaling retargeting into one clean full-funnel strategy.

Performance Snapshot

The analysis showed a clear pattern: Google Ads captured high-intent demand in specific keyword groups, while Meta excelled at retargeting warm audiences.

Google Search Winners

Best cat toys + Healthy cat food

Strong CTR and efficient acquisition costs. These are the clearest examples of message-to-query alignment.

Google Search Drains

Eco-friendly litter

Generated visibility but failed to convert efficiently, signaling a need for tighter match types or negative keywords.

Meta Ads: Retargeting Efficiency

ROAS by Audience Type

Retargeting outperformed colder audience groups by a significant margin.

Retargeting Lookalike Interest 4.2x 2.1x 1.2x
Creative Refresh

Combat Frequency Fatigue

Rotate video and UGC assets every 2-3 weeks to keep engagement high for repeat viewers.

Scaling Opportunity

High-Intent Windows

Test expanding retargeting windows from 7 to 30 days for higher-priced items like premium cat furniture.

Full-Funnel Budget Strategy

Channel Primary Role Budget
Google Ads Demand Capture (Search) 60%
Meta Ads Remarketing & Awareness 40%

Popular posts from this blog

Campaign Optimization Case Study PPC Improvements For Google & Meta PetsRPals Capstone Project Campaign Optimization Case Study: Search + PPC Improvements Across Google Ads and Meta This campaign optimization case study focuses on how paid search and paid social performance can be improved by tightening keyword intent, reducing wasted spend, scaling retargeting, and connecting both channels into one cleaner full-funnel strategy. Rather than treating Google Ads and Meta Ads as separate systems, this project looks at how the two can work together to improve conversion efficiency and blended return on ad spend. What this article covers Search keyword performance, Meta audience efficiency, budget reallocation, creative fatigue, and a cross-channel optimization pl...
Read more
PetsRPals SEO-Optimization Case Study | Content, Keywords & Internal Linking | SoriaBio Case Study / Capstone Project PetsRPals SEO Optimization Case Study: Turning Traffic into Better Intent and Conversions This case study looks at how PetsRPals could improve organic visibility by refining keyword targeting, strengthening internal links, and creating better alignment between search intent, page content, and conversion paths across all of their product and blog pages. Jump to Content Work With Me Overview What This SEO Case Study Covers In this PetsRPals capstone case study, I reviewed sample keyword performance data to identify where the brand was already gaining traction and where clearer content strategy could improve results. The goal was not...
Read more