CASE STUDY 02
Aug – Oct 2024 • Paid Search • UK
DATE / PERIOD
Aug – Oct 2024
WORKSTREAM
Paid Search
MARKET
UK
BUSINESS PROBLEM
VTP (Variable Transaction Profit) fell ~70% and orders dropped ~75% YoY while margin and competitiveness were under pressure.
WHAT I DID
Diagnosed the collapse and delivered nine optimization recommendations; analysis contributed to the roadmap for the half year that followed.
IMPACT
VTP $3.6K / cost $4.4K during the analysis period; strategic recommendations adopted into roadmap.
TOOLS / SKILLS
Google Ads • Business Analysis • Category Diagnosis • Looker