Background & Challenge
The client’s e-commerce operation already had positive ROAS and CPA controls, but returns were diminishing. Standard brand banners were inflating CPA despite Shopping ads being in place — they needed a product-led fix. (Challenge, p.2)
Strategy
KBR introduced a structured, product-first approach to lift efficiency and relevance. (Strategy, p.3)
Direct product feeds
Connected live product feeds from site to Meta and Google Shopping for accuracy and scale.
Dynamic Shopping Ads
Shifted brand banners to dynamic formats that pull real items and prices into the ad unit.
Targeted audiences
Served products users had viewed/engaged with to raise intent and quality.
Bid & budget optimisation
Prioritised the highest-conversion placements and scaled winners.
Results
Reduced CPA
Lower acquisition costs via targeted dynamic ads.
Higher-quality traffic
Users arriving with stronger purchase intent.
Increased ROAS
More conversions for each dollar invested.
Sustained performance
Improvements held across the campaign duration.
(Results, p.4)
What We Did
Planning
- Audited Shopping + paid social setup; aligned product taxonomy.
- Mapped feed attributes (titles, price, category) to ad relevance.
Activation
- Launched dynamic Shopping & catalog ads; retired generic banners.
- Segmented campaigns by intent, margin, and inventory velocity.
Measurement
- Tracked CPx, ROAS, and product-level winners for budget shifts.
- Weekly feed health checks to keep delivery clean and scalable.
Want Better E-Com Efficiency?
We’ll make product feeds do the heavy lifting — dynamic ads, smarter budgets, and reporting that moves ROAS.