To optimise the account, we analysed product data from the past 12 months, identifying performance trends to guide a new, structured campaign approach. Based on this analysis, we restructured the account into dedicated campaigns that focused on product value and performance. Products were segmented into "High Value" and "Low Value" campaigns. High-value campaigns focused on products with significant revenue potential, prioritising resources to capitalise on their profitability. Low-value campaigns targeted products with smaller margins, where spending was carefully managed to capture opportunities without overextending resources.

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In addition to these core campaigns, we implemented two specialised strategies. The first was the "Elite Products" campaign, which concentrated on a select group of high-ROAS, high-converting products. These top performers were strategically prioritised with increased investment to drive substantial returns and improve overall account efficiency. The second specialised strategy was the introduction of "Sleeper Products" campaigns. This approach targeted underperforming items that consistently failed to deliver results, such as generating minimal clicks or conversions. By pulling back spending on these products, we minimised wasted budget and ensured that resources were allocated to campaigns with stronger potential for growth.

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This refined campaign structure, built around product value and performance, allowed us to strategically allocate spend, maximise ROAS and maintain efficiency. By focusing on high-performing products and reducing investment in less effective areas, we not only delivered immediate improvements but also set the groundwork for sustained growth and success.

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