The challenge
The client's paid acquisition ran through separate, uncoordinated teams for Google Ads and Meta, each optimizing toward its own platform metrics rather than shared revenue targets. Checkout abandonment — a much warmer signal than a simple product-page bounce — went essentially unaddressed beyond a single generic reminder email.
What we did
We consolidated ads management under one team working from shared revenue targets, fixed technical SEO regressions from a recent site redesign, and built a segmented retargeting flow that treated checkout abandonment as a distinct, higher-priority audience.
- Unified Google Ads and Meta campaign management under one reporting model
- Resolved crawl and indexing issues introduced by the site redesign
- Built trigger-based recovery flows segmented by drop-off reason: payment failure, shipping cost, distraction
- Connected ad spend data with CRM lead status so retargeting budget followed actual lead value
We were spending the same amount to win back a customer as to find a brand-new one. That was the whole problem.
The result
Within two months, 31% of abandoned checkouts converted through the new recovery flows — a segment that had previously converted at under 5%. Consolidating ad spend and fixing organic search losses together lowered blended cost per acquisition by 22%.