Overview
Client type: a product brand already selling, but dependent on one channel. Goal: profitable acquisition on three platforms at once. Timeframe: 60 days. Sample work — benchmarks below are planning targets, not achieved results.
The challenge
- One generic campaign runs everywhere — same creative, same targeting, same metric — and underperforms on all three.
- Amazon listings are not optimised, so ad clicks land on weak pages and ACOS balloons.
- No kill list: losing ad sets keep spending because nobody reviews them weekly.
Strategy — platform by platform
- Google Ads: search-intent campaigns on commercial keywords, landing-page-matched ad groups, full conversion tracking. Metric: ROAS and cost per acquisition.
- Meta Ads: interest + lookalike audiences, short video + carousel creative, lead and traffic objectives split by funnel stage. Metric: cost per lead, then lead quality.
- Amazon Ads: listing optimisation FIRST (title, bullets, images, reviews), then sponsored product + brand campaigns on exact buyer keywords. Metric: ACOS and organic rank lift.
- Budget discipline: daily caps, weekly reallocation to the best cost-per-result, and a written kill list for losing ad sets.
What success is measured on
- Google: ROAS, cost per acquisition. Meta: cost per lead and lead-to-sale rate. Amazon: ACOS, total sales (ad + organic).
- Blended: cost per new customer across all three, so no platform hides behind another’s numbers.
Illustrative benchmarks (not achieved results): Google ROAS 4x, Meta cost-per-lead under target, Amazon ACOS under 25%.
Key takeaway
Platform-specific is not optional. Search captures intent, Meta creates demand, Amazon closes buyers already shopping — one playbook cannot serve all three, and the budget must follow the evidence every week.