Initially, we collaborated with the client to identify priority products, dividing them into five distinct phases. Based on this segmentation, we developed a comprehensive six-month plan to gradually transition from one phase to the next.

For each product phase, we conducted a thorough analysis of existing campaigns, compiled a complete semantic core, and assessed the products’ rankings. Using the insights gathered, we quickly restructured the campaign strategy to ensure a smooth transition while maintaining consistent revenue and profitability.

After restructuring the campaigns for each product phase, we began to see improvements in organic rankings and a notable decrease in TACoS at both the product and account levels. By the end of the restructuring process, TACoS had dropped from 35% to 24%, accompanied by significant year-over-year revenue growth.

Following the restructuring, we conducted in-depth TACoS and rank analyses on a product level. This allowed us to identify products with low rankings and above-average TACoS. For these products, we further refined campaign strategies, applied stricter negative targeting optimizations, and reviewed cross-negative targeting setups to eliminate internal competition between offers. We also adjusted placements to optimize performance. These efforts reduced account-level TACoS to 16% while simultaneously accelerating revenue growth.