PPC: Scaled Paid Social Revenue by 1,589%
GenTeal, a luxury apparel e-commerce company, saw a 1,589% in revenue with help from (un)Common Logic's PPC team.
GenTeal Apparel faced significant challenges in scaling their paid media efforts while maintaining profitability. Without clear insights into true performance, they struggled to align advertising spend with business goals. A key issue was their reliance on brand terms—90% of their paid search budget was dedicated to branded campaigns, leaving little room for growth in non-brand acquisition. Additionally, GenTeal’s Meta Ads strategy prioritized traffic and brand awareness campaigns without accurately measuring return on investment.
To drive sustainable growth, GenTeal needed a strategy that optimized ad spend, improved profitability, and shifted budget toward scalable, high-performing acquisition channels.
We executed a data-driven optimization plan focused on profitability, structured segmentation, and scalable acquisition:
- Product segmentation & prioritization – We identified top-performing products based on margin and conversion rates, ensuring that ad spend was allocated to the most profitable SKUs.
- Brand budget optimization – By taking brand terms out of Performance Max (PMAX) and allocating them into dedicated Shopping and Search campaigns, we gained control over non-brand growth.
- Paid social scaling – We streamlined Meta Ads with a simplified account structure, focusing on catalog ads and conversion-driven campaigns instead of broad awareness efforts.
- Profitability-driven budgeting – Budget and bidding strategies were scaled based on profitability, factoring in COGS and focusing on products with the highest conversion rates (CVR).
- Centralized performance tracking – By consolidating reporting into GA4, we established a single source of truth, ensuring that every decision was guided by accurate, real-time performance data.
(un)Common Logic scaled paid social revenue by 1,589% in the first two months of management—at a 1,449% more efficient ROAS—by immediately pausing six low-impact traffic and awareness campaigns, simplifying account structure, and launching rigorous tests across catalog, copy, and landing pages. Strategic segmentation of top-performing products and isolating brand terms into Shopping/Search campaigns allowed PMAX to focus on new customer acquisition, resulting in a 28% increase in account-wide ROAS while sustaining Q4-level revenue. Additional optimizations—including landing page improvements, automated bidding, and catalog restructuring—further boosted efficiency, driving a 19% increase in orders at a $21 lower Cost Per Order.
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