Easy Tiger is a New Zealand liquor retailer specialising in spirits, with gin as a primary category driver. They needed Google Ads to become a dependable scaling channel, not a platform they had to second-guess.
Scope of work
Paid Media, Google Ads
Spend decisions were not grounded in performance reality.
Conversion data was inconsistent, eroding confidence in Google Ads.
Without trustworthy measurement, growth was capped by uncertainty.
How we turned a messy account into a scalable profit engine.
We started with a full system audit and clean-up, focusing on measurement integrity and platform hygiene. The priority was establishing conversion tracking the business could trust before scaling anything.
We restructured the account to make performance controllable and decision-ready. This removed confusion and allowed us to diagnose what was truly driving revenue, not what the platform claimed by default.
We removed brand targeting that had been used as a crutch by the prior agency. This reduced inefficiency and forced budget into demand capture that actually expanded customer acquisition.
We separated top performers from catch-all product groups, with a clear focus on the gin-led category mix. This allowed fast optimisation, clean scaling, and the ability to switch focus without breaking the account.
We assessed the business’s repeat purchase economics and mapped LTV-to-CAC over 30 and 90 days. This reframed acquisition strategy so the business could scale confidently without being trapped by “first order profitability”.
We turned Google Ads from an unreliable channel into a scalable growth lever tied to profitable unit economics.
The break-through was trust and structure. Once tracking was fixed and the account was rebuilt for clarity, we removed brand-heavy waste and segmented products so spend could be allocated with precision. We then validated scaling decisions using LTV-to-CAC modelling, proving the business could pay more to acquire customers and still win commercially due to strong repeat purchasing over 90 days.
01
Up from roughly 4 at launch.
02
With conversion value doubling.
03
Down by $3.67 over the period.
04
Decisions moved from guessing to controlled scaling.
05
Removed brand-heavy waste and reallocated spend.
06
LTV-to-CAC proved higher CAC still wins.
Easy Tiger
