+36% revenue, 533% Google Ads ROAS, +25% orders. How I turned things from red to green for this Quebec-based online store.
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If there is one special challenge I must mention, it is this one. Meeting the client, I knew the challenge would be complex. Declining sales, dropping conversion rates, falling revenue. Nothing is going right, you say? Think you can do something? I reassured the client and immediately understood how to tackle it.
A complete analysis
The first step was to perform a complete analysis of the traffic strategy and the website. Why did sales drop? Where is the problem coming from?
It quickly became clear there was a major tracking and performance issue. Ad campaigns had not been converting for a while. For this client, Facebook Ads and Google Ads were the advertising tools in use.
We needed to reinstall Google Tag Manager and configure all tags for proper Google Analytics functioning, which was installed but not receiving all data. Then I established the connection between GA4 and Google, and configured the Facebook Conversion API for greater campaign accuracy.
The return of ROAS
Recovering a positive ROAS was the top priority. I designed the media strategy and media plan. Once validated with the client, I needed to quickly create campaigns generating positive traffic.
With Google Ads, the approach was straightforward: optimize an existing Search campaign by setting purchase objectives, adding a brand ad group after identifying high-performing keywords via Semrush. Targeting was reduced to zones with the most conversions rather than all of Canada.
I then launched a Performance Max campaign to reach warm audiences and those with specific purchasing habits, showcasing the brand's best offers.
Facebook Ads was the biggest challenge — no real strategy and no conversion campaigns. Campaigns were set to click objectives, not ideal for conversions. I quickly decided to go all-in on an Advantage+ campaign, which reaches both remarketing and broad audiences while gaining efficiency through AI.
Overall, thanks to this strategy, media represented 45.46% of revenue.
More leads and better content
Improving acquisition of higher-quality traffic meant focusing on emails. The main conversion source was satisfactory, but we could and had to do more.
The bulk of my work was setting up necessary automations — cart abandonment, checkout abandonment, browse abandonment, plus audience segmentation: regular buyers, first-time buyers, potential buyers, non-buyers.
Fortunately the client used Klaviyo. After cleaning the list, I ran lead acquisition campaigns with encouraging results — CPL of $0.98.
Rising results
The conclusion: a 36% increase in online revenue, a 22% increase in conversion rate, and a 25% increase in orders.
What more can be said about what can be accomplished when a client trusts you and trusts your strategies.
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