Project Objective: Conduct a comprehensive audit of the company's paid channels to identify missed opportunities, formulate a forward-looking strategy, and execute it. Strategies for Achieving Success: Enhancing Tracking: We've established robust GA4 tracking along with tailored tracking for individual platforms. Keyword & Negatives Research: We delved deep into historical data to unearth the most effective converting keywords while creating a list of keywords that were draining our budget. Performance Max Campaign Restructuring: Our approach to Pmax has undergone a complete transformation. We've reduced spending on Display and Search networks, focusing on dedicated search network campaigns. This shift allowed for a better understanding and analysis of received traffic, creating room for campaign scaling and optimization. Meta Ads: Restructuring campaigns in order to get maximum out of each target audience. Create remarketing and lookalike audience. A/B test creatives in order to find top performers. Results: We've maintained a partnership with the client for over a 3 years, consistently improving performance by approximately 10% each month.