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Project details
Channel Selection Strategy That Doubled ROI in 90 Days
In this project, the objective was to optimize paid advertising performance for a mid-sized e-commerce client struggling with poor return on ad spend (ROAS) across multiple platforms. The brand had been running campaigns on Facebook, Google, and Pinterest but lacked a unified channel strategy.
The goal was to analyze performance data, prioritize the right channels based on audience behavior and conversion value, and implement a scalable strategy to improve ROI within a 3-month period.
recent project
This project was completed within the last quarter for a client in the fashion and lifestyle niche. They were investing heavily in multiple channels but were seeing diminishing returns.
challenge & solutions
The main challenge was poor channel attribution and over-reliance on underperforming platforms. Facebook had high CTR but low conversions, while Google Ads lacked audience segmentation. To address this, I audited all channels, used customer journey analytics, and applied attribution modeling to identify top-performing touchpoints. Budgets were shifted to high-ROI platforms like Google Search and YouTube remarketing.
result & impact
Within 90 days, the client experienced a 2x increase in ROI, with a 65% decrease in customer acquisition cost (CAC). The optimized strategy improved overall conversion rates by 43%, and the best-performing channel (YouTube remarketing) outperformed expectations, generating 5x ROAS. The project also reduced ad waste by 52%, helping the client reinvest savings into top-performing creatives.
The success of this project positioned the client for sustained growth and served as a template for their upcoming seasonal campaigns.