Four paid channels unified, Google ROAS more than doubled, and organic traffic recovered: 90 days of performance marketing that showed up in the numbers.
Endeavours ThinkPlay is a Canadian educational toy and activity brand selling across retail, Amazon, and direct-to-consumer channels. Strong products and real organic demand were not translating into efficient paid performance. AtlanticWorks took full ownership across Google, Meta, Amazon, and Microsoft Ads, plus a parallel organic recovery workstream, and reversed the decline within 90 days.
ThinkPlay was spending across four platforms with no overarching strategy and no shared attribution model. Google campaigns were not using Smart Bidding correctly. Meta creative had no testing cadence and was showing fatigue. Amazon ACoS sat at 52%, well above the 30% target. Microsoft received leftover budget with no optimization.
Simultaneously, organic search traffic had fallen 40% after a site migration with incomplete redirect mapping. Answer engine optimization was not yet part of the strategy.
All Google Search and Shopping campaigns were audited and rebuilt. Ad groups were consolidated, Performance Max was implemented with proper asset groupings, and Target ROAS bidding was activated. Non-converting keywords consuming 34% of budget were cut. See our PPC and paid search approach for how we run Search and Shopping for Canadian ecommerce brands.
A structured creative testing cadence was established: new static and video variants every two weeks, creative scoring by CPM, CTR, and ROAS, and a retirement protocol for underperforming assets. Fourteen fragmented ad sets were consolidated into four controlled testing environments.
Sponsored Products, Sponsored Brands, and Sponsored Display campaigns were audited top to bottom. Negative keyword harvesting, bid adjustments by placement, and dayparting reduced wasted spend during low-conversion windows.
Microsoft was elevated from budget afterthought to structured channel. Top-performing Google Search campaigns were imported and adapted with Bing-specific bid adjustments.
A post-migration audit identified 18 broken redirect destinations draining organic equity. All were fixed within the first 30 days. Answer Engine Optimization protocols were implemented with structured data and FAQ schema for the top 40 product category queries.
Google ROAS climbed from under 2x to 4.2x within 60 days of campaign restructure. Amazon ACoS dropped from 52% to 32% after bid restructure and negative keyword harvesting. Fixing 18 broken redirect destinations recovered over 70% of lost organic traffic within 45 days. AEO schema implementation drove featured snippet appearances for 12 high-volume category queries within the first 90 days.
"We had four channels running and no idea if any of them were actually working together. We got one strategy, one view, and results we could point to by the end of month two."
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