Business Objectives

Restore profitable paid acquisition and close the leak between ad clicks and completed checkouts.

Business Challenge

Rising ad costs across Meta and Google were compressing margins, while a full third of ready-to-buy customers were abandoning checkout before completing their purchase.

Marketing Strategy

Consolidated fragmented Meta and Google budgets around the highest-LTV customer segments identified through cohort analysis, paired with a full conversion rate optimization pass across product and checkout pages.

Meta Ads ManagementGoogle Ads ManagementShopify Conversion OptimizationKlaviyo Automation

Campaign Execution

Launched a new creative testing cadence across both ad platforms, rebuilt core Klaviyo flows specifically for abandoned checkout recovery, and shipped a redesigned mobile checkout tested down to the confirmation screen.

How results were measured

Paid performance was measured on platform data and reconciled against Shopify order data, because platform-reported conversions and actual orders rarely agree. Cost per acquisition was calculated on total spend including fees and creative, not media spend alone. Checkout conversion was measured on the store, not in the ad account.

Baseline

Baseline was the trailing 90 days before any account change: blended ROAS, checkout conversion rate, cost per acquisition and contribution margin per order, all taken from Shopify rather than the ad platform.

What you receive

  • Weekly paid report reconciled to Shopify orders, not platform conversions
  • Creative test log: hypothesis, spend, result and decision per test
  • Cohort view of contribution margin and repeat purchase rate
  • Full account change log so any performance shift can be traced to a change

The figures on this page are modelled to illustrate the approach and are not verified client results. The measurement setup and reporting artefacts described above are what we actually use, and are the same on a real engagement.

Key Deliverables

  • Full paid media account restructure across Meta and Google
  • Redesigned mobile checkout flow
  • Rebuilt abandoned cart, browse abandonment, and win-back Klaviyo flows
  • Creative testing calendar with bi-weekly refresh cadence