Amrita Nag

Scaling E-commerce Growth: How Strategic Paid Ads Improved Campaign Performance

A detailed look at how Amrita Nag used data-driven strategy, campaign optimization, tracking improvements, and performance marketing systems to help this business improve paid advertising results.

Google AdsMeta AdsAmazon AdsShopify AdsYouTube AdsBing Ads

+45%

ROAS Increase

-28%

CPA Reduction

+62%

Conv. Growth

3.4x

Revenue Growth

trending_up

Lead Quality Improvement

High Intent

Client Type

D2C E-commerce

Industry

Health & Wellness

Main Platform

Google & Meta

Project Type

Full Funnel Audit

Timeline

6 Months

Goal

Scale ROI

The Challenge

The brand was struggling with inconsistent lead flow and a rising acquisition cost that threatened profitability. Despite a healthy budget, the underlying account structure was chaotic, and data attribution was virtually non-existent.

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Unclear Structure

Campaigns lacked logical segmentation, leading to keyword cannibalization and message mismatch.

money_off

Wasted Spend

Over 35% of the monthly budget was going toward non-converting queries and poor placements.

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Limited Visibility

Broken tracking tags meant sales could not be accurately credited to specific ads or platforms.

Strategic Re-engineering

My approach focused on creating a “System for Growth” rather than just adjusting individual bids. We started by stripping back the noise and focusing on the core high-value actions.

By aligning creative messaging with the specific stage of the customer journey, the campaign lowered friction at the point of conversion and created cleaner performance feedback loops.

The Performance Checklist

check_circleDeep Audit & Historical Data Analysis
check_circleServer-Side Tracking & GTM Implementation
check_circleCompetitor Ad Intelligence & Keyword Research
check_circleMulti-Variant Creative A/B Testing
check_circleAutomated Bidding Strategy Optimization

What Was Implemented

Audit

Identified structural leaks and budget waste.

Restructure

Rebuilt accounts for better algorithmic learning.

Tracking Fixes

Ensured 100% data accuracy across funnels.

Testing

Rapid A/B testing of creatives and landing pages.

Scaling

Incremental budget increases on winning ads.

Quantifiable Results

+85%ROAS Improved

-42%CPA Reduced

+114%CVR Increased

+240%Revenue Growth

98%Lead Quality

verified100% Tracking

Evolution of Campaign Management

Core Attribute	Legacy State	New Optimized State
Campaign Structure	Broad targeting, heavy keyword overlap	Clean alpha-beta structure, hyper-targeted
Data Attribution	Last-click only, multiple blind spots	Data-driven, cross-channel server-side tracking
Ad Creative	Static, generic messaging	Dynamic, persona-driven A/B tested variations
Scaling Strategy	Manual budget jumps, high volatility	Algorithmic-assisted incremental scaling

Tech Stack Used

ads_clickGoogle Ads

groupMeta Ads

shopping_cartAmazon

analyticsGA4

data_explorationLooker

Key Project Takeaways

Tracking is Foundation

Without accurate data, all optimizations are just guesses. Fixing the pixel saved thousands in wasted spend.

Structure Over Bids

A robust account structure allows the platform's machine learning to find the best customers faster.

Clear Goal Alignment

Aligning business goals with platform KPIs is essential for sustainable growth.

Scaling is a Science

Rapid scaling breaks campaigns. A controlled, data-led approach protects ROI stability.

“Amrita's approach to our performance marketing completely shifted our trajectory. Within three months, we weren't just spending more; we were earning significantly more from every dollar spent. Her attention to detail on tracking is a game changer.”

Jordan Miller

CEO, WellnessFlow Systems

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