Strategy + process

ReadySet launched into a crowded sandbox dominated by legacy aggregators and heavy-spending industry players. To fight above their weight, we built a performance architecture that prioritised strict efficiency targets, ensuring early ad spend scaled profitably.

1. Bulletproof tracking from day zero

Because we launched alongside a brand-new website, there was no broken legacy setup to clean up – only the opportunity to build a clean tracking ecosystem.

• Implemented a full-funnel tracking structure using Google Tag Manager and Google Analytics 4 to securely pass down-funnel policy conversions back into our ad platforms.
• Engineered clean data capture to fuel optimisation models, laying down an accurate purchase-measurement layer that primed the account for future server-side upgrades.

2. A lean, granular Google Ads blueprint

Instead of surrendering budget control to broad automation, we built the account on hyper-targeted intent, supported by extensive exclusion and keyword lists.

• Built an optimisation framework focused on Marketing Efficiency Ratio (MER) management, allowing continued scaling without risk to policy margins.
• Old-school manual PPC management in the early days to protect the account from anomalous bid expansion, then a transition to machine-led bid strategies once enough conversion data was established.
• Continually scaled budget, bid and targeting settings to pursue the most marginally efficient policies, capitalising on market gaps left by the incumbents.