CASE STUDY 03
Nov 2024 – Mar 2025 • Paid Search • UK
DATE / PERIOD
Nov 2024 – Mar 2025
WORKSTREAM
Paid Search
MARKET
UK
BUSINESS PROBLEM
VTP had collapsed to 6.6% of UK PPAG Category after tROAS was pushed too high due to market competition.
WHAT I DID
Co-led a five-month test removing IRS (Bidding Automation)/tROAS constraints, optimizing for conversion value and rebuilding ad copy.
IMPACT
~$28.6K test investment; visibility recovered to ~37%; tuned to ~1.0 iROAS by March. Documented for QBR.
TOOLS / SKILLS
Google Ads • Experimentation • Bidding Strategy • Ad Copy • Looker