Demonstration project — consumer retail

Making paid search accountable to acquisition economics

A paid-search test plan linking targeting and creative to new-customer cost and contribution.

Industry: Consumer Goods
Model: Online retail
Services: Google Ads, Creative, Analytics

Making paid search accountable to acquisition economics

Demonstration only. Visuals and figures are illustrative. This is not a delivered client project, verified result or performance guarantee.

The challenge

An online retailer needs to make its paid budget work harder without confusing cheap clicks with profitable customers.

The strategy

Separate branded demand from new-customer acquisition, strengthen ad-to-page relevance and make conversion tracking reliable.

The work

Search-term and budget audit
Campaign restructuring
Offer-aligned landing pages
New-customer cost reporting

The numbers / 90-day scenario

A transparent model of what could change.

Modeled figures at a fixed budget. They do not represent a live campaign, a client endorsement or a guaranteed return. Percentage labels show relative changes from the baseline, not percentage-point changes.

New customers

300+50%

Scenario · from 200

Baseline200

Modeled scenario300

Assumed new-customer purchases at a fixed $12,000 media budget.

Acquisition cost

$40-33.3%

Scenario · from $60

Baseline$60

Modeled scenario$40

$12,000 media spend divided by new customers; USD, excluding fees.

Lower cost is better, subject to customer quality.

First-order revenue

$27,000+50%

Scenario · from $18,000

Baseline$18,000

Modeled scenario$27,000

New customers multiplied by a fixed $90 order value; revenue is not profit.

What we would actually measure

Use blended acquisition economics alongside channel diagnostics. Deduplicate purchases and subtract product, delivery and payment costs before making profit claims.

From strategy to execution