How uniting PPC, Paid Social and Connected TV under one performance framework grew revenue while improving efficiency — moving a promotional products brand from a bottom-heavy approach to full-funnel, incrementality-driven growth.
We partnered with a promotional products brand competing in a highly competitive space where performance had historically relied on capturing existing demand at the bottom of the funnel — a model that capped scalability and limited long-term growth.
We built a full-funnel system where each channel plays a defined role: CTV generates new demand, PPC and Paid Social convert it efficiently, and upper-funnel investment directly improves lower-funnel performance — measured by real incrementality, not last-click.
Leaning only on high-intent, bottom-funnel demand capped how far the brand could scale. The core challenge was to grow revenue while reducing that reliance and improving efficiency across multiple paid channels at once.
Segmented Search and Shopping campaigns by intent and product category, optimized toward conversion value and ROAS, and used feed improvements to prioritize budget toward the highest-value SKUs.
Built structured prospecting and retargeting audiences, tested multiple creative angles to lift engagement and conversions, and ran dynamic product ads to support lower-funnel performance.
Launched targeted streaming campaigns to reach net-new audiences with high-impact creative for brand recall — measured by incrementality testing rather than last-click attribution.
Traffic generated by CTV and Paid Social was retargeted across PPC and Meta, messaging was aligned into one consistent journey, and budgets were optimized on blended performance rather than channel silos — so every upper-funnel dollar sharpened lower-funnel efficiency.
The gains came while expanding upper-funnel investment — proof the strategy drove both growth and efficiency at once. Revenue rose 16.4% and blended ROAS improved 42.1% versus the prior year.
Upper-funnel investment isn't a cost to efficiency — it's a driver of it. CTV generated net-new demand that made every PPC and Social dollar convert harder.
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