Peter Jackson is an established Australian menswear brand with strong existing demand and retail footprint. The constraint was not awareness, it was building an acquisition system that could scale beyond retargeting and produce controllable growth.
Scope of work
Paid Media, Google Ads, Meta Ads
The previous approach relied on existing demand, not incremental customer acquisition.
Monthly budgets stayed artificially low because the account was not structured to learn and scale.
Google Ads was fragmented into underfunded campaigns, with performance signals distorted by poor conversion setup.
How we rebuilt the account for acquisition, then scaled with commercial discipline.
We removed distorted conversion goals and rebuilt conversion settings around true commercial outcomes. This gave leadership a clean foundation to scale on.
We consolidated and re-segmented Performance Max so campaigns could actually learn with meaningful budgets. We also removed branded targeting from PMax to force incremental acquisition, while capturing branded demand separately to keep intent layers clean.
Size-based variants were bloating Merchant Center and fragmenting spend. We reduced feed bloat materially and rebuilt labelling so parent products carried investment, lifting efficiency and lowering CPA.
We replaced a retargeting-heavy setup with a deliberate TOF → MOF → BOF structure, using TOF to acquire new audiences, MOF to introduce a defined offer window, and Advantage+ Shopping to convert at scale.
We reframed investment decisions around what the business can afford to pay for a customer over a 90-day window, rather than forcing first-order profitability. This created commercial permission to scale with guardrails.
We converted Google Ads into a scalable acquisition engine, combining strong conversion volume with high-value efficiency.
This performance came from rebuilding the account around acquisition, not retargeting, and cleaning up measurement so optimisation was driven by real commercial outcomes. Once the structure was fundable and the product feed was simplified, Google Ads could scale conversion volume while maintaining efficiency at roughly $21 per conversion.
01
Generated since we took over.
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Scaled volume without losing efficiency.
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Reduced by $4.76 over the period.
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Campaigns built to create new demand.
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Structure designed to fund learning.
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Metrics tied to business outcomes.
Peter Jackson
