From seasonal spikes
to a year-round growth engine

The retailer is a heritage equestrian apparel brand with a loyal customer base in Australia, but a paid media account that had grown organically, and messily, over five years.

Their existing agency had stacked campaigns on top of campaigns, with overlapping audiences cannibalising each other, tracking that misattributed retargeting as cold prospecting, and a creative library that had barely moved in 18 months.

Revenue from paid was concentrated in two seasonal spikes, pre-winter and Christmas, and during the off-season the account essentially broke even. The brief: turn the account into something that worked all year.

We started with a forensic audit and rebuild, then layered in creative iteration.

• Consolidated 38 active Meta campaigns into a clean six-campaign structure across prospecting, retargeting and existing customers
• Rebuilt the Google Ads account around Performance Max with manually tuned product groups, plus standard Shopping for the top-margin SKUs
• Installed proper conversion API and server-side tracking, fixing a ~22% attribution gap that was hiding profitable spend
• Briefed and produced a fortnightly creative testing pipeline, UGC, founder-led, and product-detail concepts
• Shifted budget away from overlapping retargeting audiences and into a top-of-funnel prospecting engine

Over the first 90 days:

• Full Meta account restructure with clean campaign hierarchy
• Google Ads rebuild, Search, Shopping, Performance Max, YouTube
• Conversion API + server-side GTM implementation
• Fortnightly creative production sprints (12 video, 24 static concepts in quarter one)
• Custom Looker Studio dashboard pulling Meta, Google, Shopify and email into a single view
• Monthly strategy doc and weekly written performance update