Career case study
Tradelink: growing revenue and efficiency through more granular paid-search control.
During Ed Jones’s agency career before founding Edify Digital, he worked on the Google Ads strategy for Tradelink, using product-level campaign structure, forecasting, first-party audiences and automated bidding to improve commercial performance across a complex retail account.
Career case study — work from Ed Jones’s agency career before founding Edify Digital.
Services: Ecommerce Performance · Paid Search & Performance
Results at a glance
Business growth without matching spend growth.
- +23.84%
- Overall business revenue
- +35.31%
- Conversion rate
- +16.35%
- Conversion value
The challenge.
Different product lines had different margins and required different ROAS thresholds.
Demand was also being affected by declining AOV, longer purchase journeys, interest rates, fewer renovations, aggressive discounting and rising import costs.
The goal was to improve Google and business performance without materially increasing budget.
The approach.
Four-model forecasting
Including Performance Planner.
34-campaign product-led structure
Target ROAS by product economics
CRM remarketing and Customer Match
Broad Match testing
Display support
AI creative testing
Local and store-visit activity
Scripts and automated budget rules
More commercial return from similar spend.
+4.95%
Media cost
+16.35%
Conversion value
+23.84%
Overall business revenue
+35.31%
Conversion rate
8.78% to 11.88%
+10.84%
ROAS
9.59 to 10.63
New customer measure: 84.52% → 85.98% (+1.73%).
What the work demonstrated.
The Tradelink work showed how granular product economics and forecasting can help a large ecommerce account grow commercial results without requiring equivalent growth in media spend.
Related services
The services behind this work.
Next step
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