Industry, platform, spend range, and constraints are preserved without exposing private data.
Derek VaalEcommerce PPC Consultant
Case Studies
Examples of the work and the thinking behind the results.
Each case study is anonymized where needed, but keeps the useful parts intact: the account problem, what I changed, why it mattered, and the result over a defined window.
The focus is on diagnosis, account changes, feed fixes, and decision quality.
Results are framed with the measurement caveats a marketing team would care about.
DTC Apparel | Shopify | $45k/mo
Shopping and Performance Max restructure for a scaling apparel brand
Challenge
The account had overlapping Shopping and PMax coverage, weak branded demand separation, and inflated ROAS caused by brand-heavy traffic being absorbed into the wrong campaign types.
What changed
- Audited query mix across Search, Shopping, and PMax to isolate where branded demand was being misattributed
- Created a dedicated brand campaign and tightened negative-keyword controls across non-brand surfaces
- Rebuilt campaign structure around category logic and merchandising priority
- Introduced n-gram review to remove recurring waste patterns from search terms
- Split promotional inventory from core catalog so budgets could reflect business intent
Outcome | 90 days
Blended ROAS improved from 3.1 to 4.6 over 90 days. Non-brand efficiency stabilized, waste dropped, and performance became easier to trust week to week.
Detail
Read full case study3.1 to 4.6ROAS improvement
31% lowerWasted spend reduction
28% to 6%Brand leakage
Home Goods | Shopify Plus | $80k/mo
Merchant Center recovery and PMax cleanup for a home goods brand
Challenge
The account had hundreds of disapproved products, no useful PMax segmentation, and three declining months of performance with no clear explanation from prior management.
What changed
- Ran a Merchant Center audit and grouped disapprovals by severity and root cause
- Resolved the highest-risk feed and policy issues first so eligible inventory could recover quickly
- Rebuilt asset groups by commercial category instead of lumping the catalog together
- Applied performance labels and reflected those labels in campaign logic
- Created a recurring health-check rhythm so disapprovals and feed drift were visible early
Outcome | 60 days
Critical disapprovals were cleared within three weeks, PMax revenue rose 38% inside 60 days, and the account moved from reactive troubleshooting to structured optimization.
Detail
Read full case study340 to 0Disapprovals cleared
+38%PMax revenue lift
21 daysResolution window
Supplements | WooCommerce | $30k/mo
Non-brand search cleanup for a supplements account losing efficiency
Challenge
High CPCs, weak match-type discipline, and no meaningful negative-keyword process had pushed non-brand campaigns into an expensive pattern of low-intent traffic.
What changed
- Ran n-gram analysis across historical query data to identify repeated waste themes
- Pushed high-priority negatives by spend-to-conversion ratio instead of by intuition
- Restructured ad groups around cleaner intent tiers
- Reduced broad match exposure where query quality was consistently weak
- Established an ongoing query-governance process rather than treating cleanup as a one-time fix
Outcome | 45 days
Non-brand CPC dropped 22% over 45 days, conversion rate improved, and the account became much easier to scale without paying for noise.
Detail
Read full case study22% lowerNon-brand CPC
+15%Conversion rate
180Negatives added
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