Field Notes was a niche brand of artsy notebooks that had very passionate customers. The goal was to increase revenue while remaining profitable on Facebook/Instagram.

Mammoth Creameries is a low-sugar frozen custard sold online and in grocery retailers across the United States. Mammoth Creameries approached us with the goal of increasing brand awareness and becoming a recognized leader in the better-for-you ice cream market.

Zest Dental is one of the largest dental implant manufacturers in the U.S. Their primary audiences are Dentists at offices across the country who perform surgery with dental implants. Some challenges I faced were

• The client is a leader in the space which makes new customer acquisition strategies/expansion more difficult 
• They had no great offers to use in their campaigns 
• Sophisticated B2B audience
• Brand loyalty to competitors in the market

The strategy

I began by leveraging the client’s existing data and Google’s machine learning algorithm to ensure that we’re targeting users most likely to convert. The goal was to feed the algorithm with the best data possible so we could go after new customers searching for non-branded terms.

After sufficiently utilizing campaign structures to segment the customer journey map in Google Ads, I began a substantial increase in ad spend to scale this account while maintaining an optimal ROAS.

Once we established a great search ads structure, we began to move higher in the funnel utilizing Google display, discovery and video campaigns for new customer acquisition.

They had good results with ads but wanted to scale with more consistency