The Situation

The client, a US-based hair and sleep supplement brand, had been running Google Ads for years across multiple agencies. When we took over, the account had 34 campaigns — many competing against each other, no bid caps, and Sleep campaigns burning budget at $600–$1,400 per conversion. Half the Google Merchant Center product feed wasn't even approved. The previous 9 months had cost $425K.

What We Did

We killed every campaign that couldn't justify its existence — Sleep conquesting at $1,200 CPA, a $10K Demand Gen experiment returning 23 cents on the dollar, broad discovery campaigns going nowhere. That alone freed up $82K in waste.

Then we rebuilt. 34 campaigns became 8 — each with a clear job, a defined audience, and bid controls to prevent runaway CPCs. We launched Shopping campaigns for the first time after fixing the Merchant Center feed to get all 43 products approved. On Meta, we rebuilt around a three-campaign funnel — prospecting, testing, retargeting — and launched a systematic creative testing program. We ran Marketing Mix Modeling on two years of data to understand where every dollar was actually working across both channels. One thing that didn't work: we initially launched a Demand Gen campaign expecting it to replace some Meta prospecting spend — it underperformed after 3 weeks and we killed it. Not everything works on the first try.

We cut spend by 32%, acquired 27% more new customers, and nearly halved the cost to get each one. The account didn't need more money — it needed a system.

— Madhukar S.V., ScaleMarketer

We'd been through two agencies before ScaleMarketer. Within weeks, Madhukar showed us exactly where our budget was leaking. For the first time, we could see which campaigns were actually driving new customers.

— Founder, D2C Supplement Brand (name withheld)

Google Ads — Before & After

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The Revenue Proof — Straight From Shopify

Despite cutting 24% of all paid Google traffic, actual Shopify revenue from Google Paid went up — $366K to $381K. Every session became worth 38% more. That's what happens when you stop paying for junk clicks and start paying for buyers.

Meta Ads — Two Stale Creatives and a Dying Account

The Meta account was in a similar state — two stale creatives running for months, both above $50 CPA, with performance getting worse every month. CPA climbed from $52.63 in October to $58.43 in December. There was no testing pipeline, no creative rotation, and no funnel structure.

We rebuilt the account around a three-campaign structure (prospecting, testing, retargeting), introduced 31 new creatives, and systematically identified winners. Images outperformed UGC for this brand — the top performers hit $25–$36 CPA against the old $57+ baseline. By March, the account posted its best month in six months.

Meta Ads — Before & After

The Meta account had two creatives running for months. Both above $50 CPA. We tested 31 new ads, found winners at $25, and brought March CPA down to $34.89 — a 40% improvement from where December was heading.

— Madhukar S.V., Scale Marketer