We did not just keep the lights on after the handover. We rebuilt the account around how people actually shop for dog chews, cut the spend that was not earning, and roughly doubled the return on the same kind of budget.
Michael McBride
Founder and CEO, Atelier Commerce
BUILT WITH
We did not just keep the lights on after the handover. We rebuilt the account around how people actually shop for dog chews, cut the spend that was not earning, and roughly doubled the return on the same kind of budget.
Michael McBride
Founder and CEO, Atelier Commerce
BUILT WITH
The account was live when we opened it. Budget was moving, conversions were coming in, and none of it was arranged in a way a practitioner would recognize as a plan. Performance Max split into one high value campaign and one low value campaign. Brand and acquisition running through the same door, brand flattering the average. Microsoft Ads treated as an afterthought. Somewhere inside all of it, a category leader in natural dog chews was overpaying for every conversion it earned.
The account was live when we opened it. Budget was moving, conversions were coming in, and none of it was arranged in a way a practitioner would recognize as a plan. Performance Max split into one high value campaign and one low value campaign. Brand and acquisition running through the same door, brand flattering the average. Microsoft Ads treated as an afterthought. Somewhere inside all of it, a category leader in natural dog chews was overpaying for every conversion it earned.
An inherited account in a category with no room for waste
Bully Sticks Direct came to Atelier Commerce mid flight, with a live paid search account carried over from a previous agency. The head term for the category draws tens of thousands of searches a month, carries the maximum competition index, and clicks run several dollars each. A dozen direct competitors defend the same shelves. Brand and acquisition demand were blended into one campaign, so the account looked healthier than it was, and every efficiency question routed through a Performance Max structure split by order value rather than product intent.
The picture we drew was a paid search account rebuilt around how a dog owner actually shops. Themed Performance Max campaigns by product line, so a Braided bid could move independently of a Gullet bid. Brand Search in its own lean campaign, defended cheaply against competitors, no longer inflating the acquisition average. Demand Gen layered on top for upper funnel intent. Microsoft Ads treated as a real surface, not an afterthought. Dynamic Search and competitor campaigns tightened around the actual catalog. Same order of budget, sharper structure, roughly double the return.
An inherited account in a category with no room for waste
Bully Sticks Direct came to Atelier Commerce mid flight, with a live paid search account carried over from a previous agency. The head term for the category draws tens of thousands of searches a month, carries the maximum competition index, and clicks run several dollars each. A dozen direct competitors defend the same shelves. Brand and acquisition demand were blended into one campaign, so the account looked healthier than it was, and every efficiency question routed through a Performance Max structure split by order value rather than product intent.
The picture we drew was a paid search account rebuilt around how a dog owner actually shops. Themed Performance Max campaigns by product line, so a Braided bid could move independently of a Gullet bid. Brand Search in its own lean campaign, defended cheaply against competitors, no longer inflating the acquisition average. Demand Gen layered on top for upper funnel intent. Microsoft Ads treated as a real surface, not an afterthought. Dynamic Search and competitor campaigns tightened around the actual catalog. Same order of budget, sharper structure, roughly double the return.
How the account was rebuilt
A clean takeover, then a rebuild in four moves: inherit, restructure, separate, scale. Every campaign now maps to a product line or a role in the account, and every dollar is auditable.
We assumed control of the Google Ads and Microsoft Ads accounts, mapped where spend was going, and named the leaks: generic order value based Performance Max, brand and acquisition blended, Microsoft Ads underused. Broad value based PMax was replaced with themed campaigns built around the actual product lines, Sticks, Braided, Chews, Gullet, so each line could be optimized on its own merits. Brand Search was pulled into its own lean campaign, defended against competitor bids, and priced accordingly. Microsoft Ads was rebuilt in parallel and finished with a return on ad spend more than double what it had been. Dynamic Search filled coverage gaps against the live catalog. Google ROAS climbed from 269 percent inherited to roughly 362 percent at maturity, Brand Search outperformed the account average by more than two times, and cost per conversion fell 71 percent on the same order of budget.
How the account was rebuilt
A clean takeover, then a rebuild in four moves: inherit, restructure, separate, scale. Every campaign now maps to a product line or a role in the account, and every dollar is auditable.
We assumed control of the Google Ads and Microsoft Ads accounts, mapped where spend was going, and named the leaks: generic order value based Performance Max, brand and acquisition blended, Microsoft Ads underused. Broad value based PMax was replaced with themed campaigns built around the actual product lines, Sticks, Braided, Chews, Gullet, so each line could be optimized on its own merits. Brand Search was pulled into its own lean campaign, defended against competitor bids, and priced accordingly. Microsoft Ads was rebuilt in parallel and finished with a return on ad spend more than double what it had been. Dynamic Search filled coverage gaps against the live catalog. Google ROAS climbed from 269 percent inherited to roughly 362 percent at maturity, Brand Search outperformed the account average by more than two times, and cost per conversion fell 71 percent on the same order of budget.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
