Case Study
MyGreenScape
+226%
Increase in Total Conversion Value
+171%
Rise in ROAS (1.67 → 4.53)
+46.3%
Improvement in CTR (Click Through Rate)
Client Background
Before & After Results
Before
After
The strategy prioritized qualified, high-value traffic over raw volume: by reaching a tighter, better-matched audience, the campaign earned more clicks, converted them at nearly double the rate, and tripled total sales value — all on a modest increase in spend. (All figures in CAD.)
Initial Challenges & My Approach
Low Return on Ad Spend
With a ROAS of just 1.67, the account was generating only $1.67 for every $1 spent — barely above breakeven and far below the brand's true growth potential.
High Spend, Low Conversion Value
Despite strong reach — over 960,000 impressions and 13,000+ clicks — the campaigns produced low value conversions and a weak 1.28% conversion rate, meaning a large share of spend wasn't translating into meaningful sales.
Broad, Unfocused Targeting
Budget was spread thin across a wide, untargeted audience, attracting clicks from browsers who rarely turned into high-value plant buyers.
No Retargeting to Recapture Interest
High-intent visitors who browsed but didn't purchase weren't being re-engaged — leaving valuable, ready to-convert demand on the table.
My Strategic Solutions & Implementation
Audience Targeting & Segmentation
The account was reaching too broad a crowd, so my first priority was getting the brand in front of the right buyers.
My Action:
I segmented audiences and concentrated spend on high-intent plant shoppers, sharpening relevance and lifting the conversion rate from 1.28% to 2.46% — nearly double.
Ad Copy Optimization
Stronger, more relevant messaging was needed to earn quality clicks from the right shoppers.
My Action:
I rewrote ad copy to speak to what plant buyers actually care about — quality, the Happy Plant Guarantee, and lifetime care support — lifting CTR by 46% even while narrowing to a tighter audience.
Keyword Optimization
Spend was leaking on low-intent search terms that drove clicks but few sales.
My Action:
I refined the keyword strategy around high-value, purchase-ready terms and added negative keywords to eliminate wasted spend.
Budget & Bidding Strategy
The account needed to optimize toward revenue, not raw clicks or cheap conversions.
My Action:
I shifted bidding toward conversion value and ROAS and reallocated budget to top performers — driving ROAS from 1.67 to 4.53 on only a modest spend increase.
Retargeting Strategy
A large pool of warm, high-intent visitors was going un-engaged after leaving the site.
My Action:
I built retargeting campaigns to re-engage browsers who hadn't yet purchased, converting existing interest into high-value sales and compounding overall returns.
Services Provided
Ad Campaign Setup
Keyword Optimization
Budget & Bidding Strategy
Audience Segmentation
Retargeting Strategy
Results & Impact
My strategic approach enabled MyGreenScape to significantly improve its online presence, drive consistent sales growth, and position itself for even greater success.
By sharpening audience targeting, optimizing ad copy and bidding, and recapturing high-intent visitors through retargeting, the account was transformed from barely profitable to a strong, scalable performer.
+226%
Total Conversion Value — $8,361 to $27,274
+171%
ROAS — 1.67 to 4.53, nearly tripling returns
+46%
CTR — 1.38% to 2.02%
+92%
Conversion Rate — 1.28% to 2.46%
Most importantly, these gains came not from casting a wider net, but from spending smarter: with only a modest increase in budget, the campaign reached a more qualified audience, converted them at a far higher rate, and grew the value of every sale — building a profitable, scalable foundation for MyGreenScape’s continued growth.