OPTIMUM

Work

Case studies

Completed work across Google Ads, Meta Ads, Instagram, TikTok, Twitter, Pinterest, and Microsoft Advertising, plus client feedback from growth leaders we work with.

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Best suited for businesses with established products, clear goals, and growth ambitions.

All case studies.

Industry · E-commerce

Google Ads rebuilt for Shopping that finance could scale

  • E-commerce
  • Google Ads

Business context

A European fashion retailer with an established catalogue, active Google Ads spend, and a commercial team that would not increase budget without a shared view of contribution.

Growth challenge

Shopping and Performance Max were spending into incomplete conversion tracking. Search captured demand, but bidding, feed quality, and landing-page alignment were not working as one system.

System design

Rebuilt conversion measurement in GA4, cleaned the product feed, separated brand from non-brand Search, and gave Performance Max a controlled asset and audience brief. Weekly reviews sat with merchandising and finance, not only media.

What changed

Google Ads became a channel the commercial team could inspect. Shopping could be scaled with conversion integrity in place, instead of bidding into a broken measurement layer.

Measurement. Primary conversions matched the commercial definition of an order. Reporting showed contribution by campaign type before any decision to raise spend.

Client feedback · Google Ads

OPTIMUM rebuilt our Google Ads around contribution, not campaign activity. Shopping finally sat in a report marketing and finance could both use before we increased spend.

Elena, CMOEuropean fashion e-commerceE-commerce · Google Ads

Search and Performance Max were competing inside the same budget with no shared conversion model. The account architecture made it possible to brief finance on what each campaign type was for.

Martin, Head of PerformanceEuropean electronics retailerE-commerce · Google Ads

The feed and landing pages were treated as merchandising problems, not acquisition problems. Connecting them to Search and Shopping changed how we decided where to raise spend.

Claire, Marketing DirectorEuropean marketplace brandE-commerce · Google Ads

Industry · E-commerce

Meta Ads as a testing system, not a stack of ads

  • E-commerce
  • Meta Ads

Business context

A European direct-to-consumer brand already investing in Facebook and Instagram, with creative volume that was not producing a readable learning loop.

Growth challenge

Prospecting, retargeting, and creative tests ran in parallel without a shared hypothesis. In-platform results looked busy. The growth team could not say which messages, offers, or audiences deserved more spend.

System design

Separated prospecting from retention. Built a creative testing cadence around offer, angle, and format. Aligned landing pages to the winning messages. Scaled only after a test had a decision, not after a single strong day in Ads Manager.

What changed

Paid social stopped being a collection of ads. The team had a weekly learning system, and scale followed creative and offer evidence rather than account noise.

Measurement. Learning reviews used holdout-aware interpretation and blended contribution alongside Meta reporting — so scale decisions were not made on in-platform ROAS alone.

Client feedback · Meta Ads

We had enough Meta Ads creative. We did not have a system. The weekly testing cadence made it obvious which offers deserved scale — and which ones were only looking strong in Ads Manager.

Daniel, Head of GrowthEuropean DTC brandE-commerce · Meta Ads

Prospecting and retargeting were reporting the same conversions. Separating the funnel, then testing one hypothesis at a time, gave us a decision cadence we could defend.

Nina, CMOEuropean beauty brandE-commerce · Meta Ads

Creative volume was not the constraint. The constraint was knowing which angle to produce next. OPTIMUM turned that into a weekly brief instead of a guess.

Omar, Growth LeadEuropean home brandE-commerce · Meta Ads

Industry · E-commerce

Microsoft Advertising as incremental Search, not an unused account

  • E-commerce
  • Microsoft Advertising

Business context

A pan-European retailer with a mature Google Ads programme and a Microsoft Advertising (Bing) account that had been imported once and then left largely unmanaged.

Growth challenge

Bing traffic existed, but query mapping, conversion definitions, and negatives were not aligned with Google Ads. The channel looked cheaper in isolation and untrustworthy in the commercial report.

System design

Mirrored the Google conversion model, rebuilt Search around commercial intent, aligned negatives and brand protection, and brought Bing into the same weekly review as Google Ads rather than treating it as leftover inventory.

What changed

Microsoft Advertising became a working Search channel with shared measurement. Spend could be directed to incremental commercial queries instead of sitting in an unmanaged import.

Measurement. The same conversion definitions as Google Ads. Reporting showed incremental query coverage and contribution, not a disconnected Bing-only scoreboard.

Client feedback · Microsoft Advertising

Microsoft Advertising had been an import we ignored. OPTIMUM put Bing on the same conversion definitions as Google Ads, then treated it as incremental Search rather than leftover inventory.

Priya, Performance Marketing LeadPan-European retailerRetail · Microsoft Advertising

Bing looked cheaper until we aligned negatives, brand protection, and conversions with Google. After that it was a real Search layer, not a discount channel.

Anders, PPC LeadEuropean grocery retailerE-commerce · Microsoft Advertising

The account existed. The weekly review did not. Putting Microsoft Advertising next to Google Ads stopped us from scaling a channel we could not explain.

Giulia, Performance Marketing ManagerMulti-market European shopE-commerce · Microsoft Advertising

Industry · E-commerce

Instagram as a visual testing system, not leftover social

  • E-commerce
  • Instagram

Business context

A European lifestyle retailer already running Instagram as part of Meta, but treating Reels, Stories, and the shoppable grid as leftover placements rather than a distinct acquisition surface.

Growth challenge

Static catalogue ads and vertical creative competed in the same structure. There was no decision rule for which products, angles, or formats deserved more spend on Instagram itself.

System design

Separated Instagram prospecting from generic Meta placements. Built a weekly cadence around product, angle, and format. Aligned shoppable destinations to the creative that earned the click.

What changed

Instagram became a visual testing system the merchandising team could use. Scale followed products and messages that converted, not placements that only looked busy.

Measurement. Contribution and product-level conversion quality, read alongside Instagram reporting — not in-platform engagement as a proxy for growth.

Client feedback · Instagram

Instagram was running as leftover social. Treating Reels and the shoppable grid as their own testing surface made it obvious which products deserved budget.

Lukas, Performance LeadEuropean e-commerce brandE-commerce · Instagram

Stories, Reels, and catalogue ads were in one pile. Once Instagram had its own cadence, merchandising could see which visual stories actually converted.

Hanna, Ecommerce ManagerEuropean lifestyle retailerE-commerce · Instagram

We were briefing Instagram like a brand channel. OPTIMUM briefed it like acquisition — product, angle, destination — and the weekly review became usable.

Isabel, Brand DirectorEuropean fashion labelE-commerce · Instagram

Industry · Mobile Apps

TikTok rebuilt around valuable users, not install volume

  • Mobile Apps
  • TikTok

Business context

A European subscription app with active TikTok spend, high creative volume, and an optimisation target that still treated an install as the commercial event.

Growth challenge

Cost per install looked workable while downstream quality did not. Creative burned out quickly, and the team could not tell which concepts produced users who activated.

System design

Moved the optimisation conversation from installs to activation. Built a creative testing loop for hook, offer, and format. Brought TikTok into the same weekly review as other paid social, with the same quality definition.

What changed

TikTok became a user-acquisition channel with a quality definition. Creative decisions followed activation evidence rather than install volume.

Measurement. Cohort-based performance after install. TikTok reporting used as a diagnostic, not as the scoreboard.

Client feedback · TikTok

Install volume was never the problem. OPTIMUM made us define a valuable user first, then rebuilt TikTok creative testing around that definition instead of CPI.

Jonas, Head of User AcquisitionEuropean subscription appMobile Apps · TikTok

Creative was burning out faster than we could produce it. The testing cadence gave us a way to retire weak concepts and scale only what produced users who activated.

Sofia, Growth LeadDigital entertainment studioGaming · TikTok

TikTok looked cheap until we looked at activation. Connecting creative decisions to downstream behaviour changed which concepts we were willing to scale.

Kenji, UA ManagerEuropean consumer appMobile Apps · TikTok

Industry · SaaS

Twitter as a consideration layer with a conversion definition

  • SaaS
  • Twitter

Business context

A European B2B SaaS company with an X (Twitter) Ads account used for brand proximity, while pipeline accountability sat entirely on Search.

Growth challenge

Conversation metrics were easy to report and hard to trust. Leads from Twitter could not be distinguished from high-intent Search opportunities, so the channel stayed under-used or over-claimed.

System design

Mapped offers and audiences to a qualified opportunity, not to follower growth. Built message tests around problem, proof, and product. Connected conversions to the same CRM definition used for Google Ads.

What changed

Twitter sat in the weekly acquisition review with a clear job. Spend could be justified against qualified interest rather than against unattached engagement.

Measurement. Cost per qualified opportunity alongside platform metrics. Twitter judged on pipeline quality, not on conversation volume.

Client feedback · Twitter

Twitter had been a brand proximity budget. Giving it the same qualified-opportunity definition as Search meant we could keep or cut spend with a straight face.

Amira, CMOEuropean fintech productFintech · Twitter

Conversation metrics were easy to celebrate and hard to use. Pipeline-quality reporting put Twitter in the same review as Google Ads.

Hugo, Demand Generation LeadEuropean B2B SaaSSaaS · Twitter

Traffic was easy to buy. Qualified interest was not. We finally judged Twitter on who entered a real conversation with sales, not on clicks in the ad account.

Maya, VP GrowthContent and reading platformSocial & Reading · Twitter

Industry · E-commerce

Pinterest as intent-led catalogue demand, not a mood board

  • E-commerce
  • Pinterest

Business context

A European home and lifestyle retailer with a rich catalogue and a Pinterest presence that had never been operated as an acquisition channel.

Growth challenge

Pins existed. Measurement, feed quality, and query-to-product alignment did not. The commercial team treated Pinterest as inspiration media with no inspectable contribution.

System design

Cleaned the catalogue feed, mapped high-intent themes to product groups, and built creative around rooms, uses, and materials rather than generic brand boards. Brought Pinterest into the same contribution report as Search and paid social.

What changed

Pinterest became a catalogue demand channel the commercial team could inspect. Investment followed products and themes that converted, not pin volume.

Measurement. Product-level conversion quality and contribution. Pinterest reporting used to diagnose creative and feed issues, not as a separate scoreboard.

Client feedback · Pinterest

Pinterest was a mood board with a media invoice. Catalogue feed, intent themes, and shared conversion definitions turned it into a channel merchandising could inspect.

Freya, Head of DigitalEuropean home and lifestyle retailerE-commerce · Pinterest

We had pins. We did not have a contribution model. Once Pinterest sat in the same report as Search, it was obvious which product groups deserved investment.

Callum, Merchandising LeadEuropean furniture brandE-commerce · Pinterest

Seasonal collections used to disappear into generic boards. Mapping rooms, uses, and materials to the feed made Pinterest usable for planning, not only for inspiration.

Thomas, Marketing DirectorEuropean travel and hospitality brandCulture & Tourism · Pinterest

Industry · E-commerce

E-commerce Growth Framework

  • E-commerce
  • Analytics

Business context

Paid acquisition for European e-commerce, where commercial teams need a shared view of contribution before the next scaling decision.

Growth challenge

Acquisition economics had become harder to read: rising costs, uneven creative, and no shared view of what actually supported profitable growth.

System design

Full-funnel structure, creative testing cadence, and marketing infrastructure so media, merchandising, and finance share one decision model.

What changed

A full-funnel operating model the commercial team can use before increasing investment — across Google Ads, Meta Ads, and measurement.

Measurement. Conversion integrity first. Then reporting on growth efficiency — not isolated channel activity.

Industry · SaaS

SaaS Acquisition Framework

  • SaaS
  • Analytics
  • Google Ads
  • Meta Ads

Business context

Paid acquisition for European SaaS, where growth and marketing leadership is accountable for pipeline quality, not only form volume.

Growth challenge

High CAC, long journeys, and attribution that could not tell qualified pipeline from form volume.

System design

Intent-led search, offer alignment, CRM-connected measurement, and a weekly cadence with sales.

What changed

Paid acquisition aligned to qualified opportunities, with Google Ads and Meta Ads sharing one definition of pipeline quality with sales.

Measurement. Cost per qualified opportunity alongside media metrics. Attribution as a decision tool.

Client feedback · Google Ads

OPTIMUM rebuilt our Google Ads around contribution, not campaign activity. Shopping finally sat in a report marketing and finance could both use before we increased spend.

Elena, CMOEuropean fashion e-commerceE-commerce · Google Ads

Search and Performance Max were competing inside the same budget with no shared conversion model. The account architecture made it possible to brief finance on what each campaign type was for.

Martin, Head of PerformanceEuropean electronics retailerE-commerce · Google Ads

The feed and landing pages were treated as merchandising problems, not acquisition problems. Connecting them to Search and Shopping changed how we decided where to raise spend.

Claire, Marketing DirectorEuropean marketplace brandE-commerce · Google Ads

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Get a strategic review of your current acquisition system.

Best suited for businesses with established products, clear goals, and growth ambitions.