A six-month strategic transformation of Google and Meta Ads — fixing tracking, restructuring accounts and refocusing budget to unlock substantial growth.
Compassion Australia approached us with a goal to revitalise their digital marketing efforts and drive substantial revenue growth. Over a six-month period, we implemented a series of strategic initiatives to optimise Google and Meta Ads campaigns — ultimately achieving a remarkable 91% month-on-month increase in revenue.
Cross-site policy restrictions limited conversion-tracking accuracy, making it hard to measure true campaign impact.
An unoptimised ad-account structure drove low-quality traffic and a weaker return on investment.
Low budgets and undefined goals led to high lost impression share and low click share, capping reach and effectiveness.
Overcame cross-site policy restrictions with custom GTM tracking, restoring accurate conversion measurement.
Split campaigns by focus — an acquisition campaign using only high-lifetime search terms (excluding brand) — so the pixel and bidding strategy could train independently on the right signals.
Reassessed budgets against refined goals to prevent wastage, and acquired additional budget for core search terms — driving significant returns.
A systematic approach to performance monitoring enabled timely adjustments to emerging challenges and opportunities.
Open communication ensured a clear, shared understanding of the key decisions made throughout the campaign.
By integrating Google Ads conversion tracking, restructuring for quality traffic and refocusing budget on high-value search, BROAD REFORM positioned Compassion Australia's advertising for sustainable, data-driven revenue growth.
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