1. Aligning Interests and Client Education

We recognised early that performance alone wouldn’t be enough — the client’s confidence was shaken, and they needed clarity as much as they needed results. As a business owner unfamiliar with digital advertising, every dip in ROAS felt like a red flag, and the lack of transparency from past efforts only added to the anxiety.

By opening lines of communication and helping the client understand what key metrics meant in real business terms, we reduced client stress and smoothened collaboration. 

2. Campaign Consolidation for Efficiency

HiBye.sg’s Google Ads account had grown messy over time, with overlapping ad groups, unnecessary segmentation, and duplicated keywords across campaigns. This led to budget dilution, inefficient learning cycles in PMAX, and an inability to pinpoint what was actually working.

By consolidating campaigns and tightening the account structure, we gave the algorithm room to learn faster and deliver better results. Budget allocation became more focused, performance reporting more reliable, and our ability to run meaningful A/B tests drastically improved. This allowed for quicker wins and easier scaling — all while reducing unnecessary complexity

Ad copy provided by the Brew team – note the tone and style of copy

Results of updates that we made to HiBye on Google Merchant Center

This meant their products were either not showing up at all or appearing in irrelevant searches, leading to wasted impressions and lower click-through rates. A poorly optimised feed also limited Google’s ability to match their products with high-intent shoppers.