$98,400 in tracked revenue for a home & kitchen brand that had stopped growing

The approach

1. 1

   Rebuilt the account into a margin-tiered structure so high-contribution SKUs carried the aggressive bids and low-margin SKUs were capped, not killed.

2. 2

   Split branded and non-branded into separate P&Ls so cold-traffic performance could finally be judged on its own numbers.

3. 3

   Fed first-party purchase and margin data back into bidding, so the algorithm optimised toward contribution profit instead of raw conversion value.

4. 4

   Ran a rolling creative and landing-page test cycle against the top ten search themes, retiring losers on a fixed two-week cadence.