The SEAM

01 — The Challenge

The SEAM was running broad, unsegmented campaigns with rising CPAs and no clear view of which creative or audience was driving profitable revenue. Catalog feed issues were also suppressing dynamic ad performance.

02 — Strategy

1. 01

   Rebuilt the account structure around a full-funnel model: cold prospecting, warm retargeting, and a dedicated retention layer for past purchasers.

2. 02

   Fixed and optimized the product feed to unlock Advantage+ catalog ads.

3. 03

   Introduced a structured creative testing cadence — 6 new concepts tested weekly against a control.

03 — Execution

1. 01

   Launched Advantage+ Shopping campaigns alongside manual interest-based testing to isolate winning audiences.

2. 02

   Built a UGC-driven creative pipeline focused on product-in-use content rather than studio shots.

3. 03

   Layered Google Shopping and Performance Max on top of Meta to capture high-intent search demand.

05 — Lessons & Future Scaling

Fixing the feed and creative pipeline mattered more than any single targeting tactic — the account scaled once the inputs were right.