We implemented a full funnel paid media strategy that balanced brand discovery with conversion focused campaigns. Paid social was used to drive awareness and demand, while paid search captured high intent traffic. Performance was continuously optimized to improve efficiency while scaling volume across both channels.

• Built a structured full-funnel architecture across Meta and Google, separating awareness, consideration, and conversion campaigns. Prospecting campaigns were optimized for discovery and engagement, while retargeting and search campaigns focused strictly on high-intent purchase behavior to maximize revenue efficiency.
  
• On Meta Ads, segmented audiences into cold interest-based groups, lookalike audiences derived from purchasers, and dynamic retargeting pools. Product-led creatives highlighting premium ingredients, natural positioning, and lifestyle usage were aligned with each funnel stage to improve conversion rates and overall ROAS.
  
• On Google Ads, implemented high-intent search clustering across brand, non-brand, and competitor keywords, along with Shopping campaigns optimized using product feed refinement. Search intent capture ensured consistent conversion inflow while reducing wasted spend on low-performing queries.
• Continuously optimized budget allocation based on blended ROAS and product-level performance insights. Scaled top-performing SKUs and high-margin products while reducing spend on low-yield segments, resulting in higher conversion volume, improved ROAS, and a significant reduction in acquisition cost.