Performance Paid Media at Scale Programme
A full white label paid media programme for an eCommerce brand in Australia. Google Ads, Meta Ads, and programmatic display managed end-to-end. 4.8x ROAS, 61% reduction in cost per acquisition, and $2.4M in attributed revenue in 12 months. Delivered invisibly under the agency brand.
PROJECT SNAPSHOT
- Industry: eCommerce — Home & Living
- Geography: Australia
- Client Type: Direct-to-Consumer Brand
- Delivery Model: Full White Label via Agency
- Channels Managed: Google, Meta, Shopping
- Monthly Ad Spend: A$40,000 – A$65,000
- Programme Duration: 12 Months
THE BRIEF
An Australian eCommerce brand in the home and living space was spending A$35,000 per month across Google and Meta with a blended ROAS of 1.9x — barely breaking even on paid acquisition. Their agency partner lacked the in-house capability to diagnose and restructure the account.
NextEnvision was engaged to take full ownership of the paid media programme — account restructure, creative strategy, audience architecture, bid management, and ongoing optimisation — delivered entirely under the agency brand. Monthly spend scaled from A$35K to A$65K as performance justified it. The end client never engaged with NextEnvision directly.
THE CHALLENGES
Turning around a poorly structured paid media account at scale requires more than bid adjustments. The account had structural problems, creative fatigue, poor audience segmentation, and no attribution clarity — all requiring simultaneous resolution while keeping spend live and performance stable.
Bloated, Poorly Structured Account Architecture
280+ active ad groups with overlapping targeting, cannibalising each other on auction. Full account restructure required without disrupting live performance or losing historical data signals.
Severe Creative Fatigue Across Meta
The same 6 ad creatives running for 14 months. Frequency rates above 8. CTR in terminal decline. Required a full creative strategy and rapid production pipeline to refresh at volume.
Broken Attribution and Reporting
Google and Meta both claiming credit for the same conversions. No unified view of true channel ROAS. Required custom attribution modelling and unified reporting infrastructure.
Audience Segmentation at Zero Maturity
No prospecting vs retargeting separation. Cold and warm audiences served identical creative and bids. Lifetime value segments not built or activated. Full audience architecture built from scratch.
Shopping Feed Quality Issues
Google Merchant Centre feed with 40% disapproval rate, missing attributes, and poor product titles. Rebuilding the feed and title optimisation required before Shopping campaigns could scale.
Scaling Spend Without Efficiency Decay
The brief required scaling monthly spend from A$35K to A$65K while improving ROAS — the opposite of the typical performance curve. Required precise budget pacing and incremental channel expansion.
WHAT NEXTENVISION DELIVERED
NextEnvision owned the full paid media programme across three structured phases — foundation, creative, and ongoing scaling — delivered invisibly under the agency brand.
Phase 01: Account Restructure and Foundation
- Full Google Ads account restructure — SKAG to STAG migration
- Google Shopping feed rebuild and title optimisation
- Meta Ads account consolidation — 280 to 42 active ad sets
- Custom attribution model — triple attribution reconciliation
- GA4 and server-side conversion tracking implementation
- Audience architecture — 12-layer segmentation model
Phase 02: Creative Strategy and Production
- Creative audit and fatigue analysis across all placements
- 90+ new ad creatives produced across static, video, carousel
- AI-assisted creative variation testing framework
- Dynamic creative optimisation setup across Meta placements
- Responsive Search Ad copy — 8 variants per campaign
- Landing page CRO recommendations — 11 implemented
Phase 03: Ongoing Optimisation and Scaling
- Weekly bid strategy reviews and smart bidding calibration
- Budget pacing model — spend scaled to A$65K by month 8
- Seasonal campaign planning — peak trading periods
- Lookalike audience expansion — LTV-based seed audiences
- Monthly white label performance reporting to agency
- Competitor conquest campaign layer — Google Search
CHANNEL & TECHNOLOGY STACK
The channel and technology mix was selected to maximise attribution clarity, creative throughput, and spend efficiency across a scaled eCommerce paid media programme.
Paid Search
Google Search · Google Shopping · Smart Bidding · RSA framework
Paid Social
Meta Ads — Prospecting, Retargeting, DPA · Dynamic Creative Optimisation
Attribution
Custom triple-attribution model · GA4 · Server-side conversion tracking
Creative
90+ assets — Static · Video · Carousel · AI-assisted variation testing
Reporting
White label monthly reports · Unified ROAS dashboard · Budget pacing model
HOW THE WHITE LABEL DELIVERY WORKED
This project was a three-layer white label engagement — all strategy, execution, and reporting delivered under the agency brand with zero client-facing NextEnvision presence.
LAYER
1
The End Client
Australian eCommerce brand — provided ad account access, brand assets, and revenue targets
LAYER
2
The Agency Partner
Digital agency — managed client relationship and delivered all reporting under their brand
LAYER
3
NextEnvision Digital
Full paid media strategy, execution, creative direction, and reporting — invisibly under the agency brand
OUTCOMES & DELIVERY
Outcome
Detail
4.8x Blended ROAS
Up from 1.9x at programme start. Google Shopping peaked at 6.8x ROAS in month 10. Sustained performance across all channels throughout the programme.
61% Reduction in CPA
Cost per acquisition reduced from A$148 to A$58 over 12 months while monthly spend nearly doubled — structural efficiency, not budget cuts.
$2.4M Revenue Attributed
Total paid media attributed revenue over 12 months. Programme ROI positive from month 3 after account restructure completed.
Zero White Label Compromise
All reporting, strategy documents, and client communications delivered entirely under the agency brand. No NextEnvision footprint anywhere in the engagement.
Spend Scaled Without Decay
Monthly budget scaled from A$35K to A$65K while ROAS improved — demonstrating scalable infrastructure, not just early quick wins.
Agency Partner Retained
The agency retained NextEnvision and added a second eCommerce client to the same white label paid media programme within 3 months of seeing results.