Meta & Google Ads · eCommerce & DTC

Traffic isn't your problem. Structure is.

Most failing accounts fail the same three ways: broken structure, lazy targeting, tracking nobody checked. I rebuild them, cut the waste fast, and scale what survives.

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$67,528

Tracked revenue
paid and organic

77%

Lowest cost-per-
purchase cut

1.11M

Organic
impressions

Six accounts. Every number traceable.

Each of these is a real client, a real budget, and a real reporting dashboard. Open any one for the full breakdown.

Meta + TikTok · Premium skincare · 30 days01 / 06

De Spirit of Light

Zero paid ad history. Built TikTok and Meta from scratch, found the converting angle in week two, scaled it in week four.

Spend$7,874

ROAS3.4×

Cost / purchase$18.40

Read case study

Meta Ads · Custom signage · AU · 60 days02 / 06

Neon Brothers

Inherited an account losing money at 1.4× ROAS. Rebuilt the funnel into three layers and made it profitable enough that the client doubled their budget.

Google UAC · Mobile app · South Asia03 / 06

Google App Campaign

A broken UAC structure feeding corrupted signals to Google's algorithm. Fixed the tracking first, then everything downstream of it.

Installs35,100+

Cost / conversionRs 75.86

Conversion valueRs 2.99M

Read case study

TikTok Shop · Beauty · 28 days · Organic04 / 06

Rise Smart Ltd

A brand-new shop in a saturated niche with no followers, no reviews and no budget. Grown on listings, content and affiliate creators alone.

TikTok Shop + Google SEO · US · Organic05 / 06

The Eleven Edge

Two channels built simultaneously from nothing — social commerce for immediate revenue, organic search for the compounding kind.

Organic SEO · UK clothing · 16 months06 / 06

Broken Planet

No domain authority, no backlinks, no content. Sixteen months of technical foundations and content architecture, and not a penny of ad spend.

Services

Four things, done properly.

Every engagement is scoped to the account, so there's no price list. Tell me what you're running and I'll quote it.

Social media marketing

Full-funnel Meta and TikTok — cold, retargeting, scaling. Pixel setup, creative direction, daily optimisation, and weekly reporting in plain English.

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Search engine marketing

Google Search and Shopping built around high-intent traffic. Conversion tracking through GTM, tight ad groups, and negative keyword lists that actually prevent waste.

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Search engine optimisation

Technical foundations, on-page and category optimisation, content architecture and internal linking — organic traffic that compounds instead of stopping when the budget does.

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AI content creation

Ad creative produced at testing velocity, so creative volume stops being the bottleneck on what your campaigns can learn.

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How I work

No set and forget. Ever.

Budgets from $50/day tests through $5,000/day scaling. The sequence below doesn't change.

Deep audit

Full review of the account, goals, product and target customer before anything gets touched.

Architecture

A structured funnel — cold, warm, retargeting — matched to where your buyers actually are. Not a template.

Creative direction

Ad copy and creative briefs written for your specific product and audience.

Daily optimisation

Kill the losers fast, scale the winners hard. Every account, every day.

Weekly reporting

Plain English. ROAS, CPA, revenue. You always know where the money went.

Client reviews

What clients say.

Reproduced in full, exactly as written.

Get in touch

Let's talk about your ads.

Message me with your store or ad account. I'll point out what's holding your results back and what I'd fix first.

WhatsAppStart a chat Book a callcalendly.com/artificemkt Emailar3637399@gmail.com

← All work Meta + TikTok · Premium skincare · 30 days

Two platforms, built from a standing start.

De Spirit of Light had a premium face serum, strong organic reviews and no paid advertising history whatsoever. No TikTok presence, no pixel, no funnel — just word of mouth. The brief was to build a paid acquisition system on both TikTok and Meta that produced trackable revenue.

$26,760

Month-one revenue · 3.4× blended ROAS

The account

What I inherited

A high-visual product in a video-first category, with genuine social proof sitting unused. The gap wasn't the product or the market — it was that nothing existed to capture demand. No pixel meant no data, no data meant no optimisation, and every day of word-of-mouth traffic left no trace behind it.

I took full ownership of both platforms: strategy, creative briefing, audience architecture, funnel design, pixel setup, and weekly reporting. Combined budget was $7,874 across thirty days.

Month one · summary
Revenue	$26,760
Ad spend	$7,874
Blended ROAS	3.4×
Cost per purchase	$18.40
Average order value	$73.66
Peak daily revenue	$892
Retargeting ROAS (BOF)	9.2×

Spend converted from GBP at £1 = $1.27.

Platform split

Two channels, near-identical returns.

TikTok was built for discovery and Meta for conversion — but once the numbers are in the same currency, both platforms returned roughly the same. The value wasn't one carrying the other. It was that two independent channels each cleared 3×.

By platform
Platform	Spend	Revenue	ROAS
TikTok — TOF discovery	$3,556	$12,400	3.5×
Meta — conversion + retarget	$4,318	$14,360	3.3×
Blended	$7,874	$26,760	3.4×

Method

How it was built

Week 1 — foundation. Meta and TikTok pixels set up from scratch. Three-layer funnel built on Meta. First TikTok Spark Ads launched using the brand's existing organic content. First purchases landed on day four.

Week 2 — creative testing. Ten variations tested across both platforms: tutorials, before/after, testimonials, lifestyle. Before/after UGC won on TikTok at 4.1% CTR. Problem/solution static won on Meta at 3.4%. Everything else was cut.

Week 3 — retargeting. Meta retargeting activated for users who watched TikTok videos to 95%+. That segment converted at 9.2× ROAS — the highest-performing audience in the account.

Week 4 — scale. Budget doubled on winning creative, 1% lookalike launched from purchasers. Daily revenue peaked at $892.

← All work Meta Ads · Custom signage · AU market · 60 days

A failing account the client chose to double down on.

Neon Brothers sell custom neon signs to restaurants, bars and homeowners across Australia. They were spending £4,000 a month on Meta and getting 1.4× back — losing money after cost of goods. Generic creative, broad targeting, no retargeting structure, and a pixel misfiring on 40% of events.

+113%

Client-approved budget increase after 60 days

Before and after

The turnaround

The strongest proof here isn't a ratio. It's that a client who was losing money on paid social chose to more than double their monthly commitment — funded entirely by the improvement, not by optimism.

Every pound had been going to cold traffic that never came back. The rebuild took sixty days: audit, funnel restructure, pixel repair, creative testing, then scale.

60-day performance
Metric	Before	After
Blended ROAS	1.4×	2.9×
Cost per purchase	$77.50	$18.00
Cold-audience CTR	0.8%	3.9%
Monthly budget	$5,080	$10,795
Revenue (60 days)	—	$34,800
Ad spend (60 days)	—	$10,160–12,065

Converted from GBP at £1 = $1.27. Spend is expressed as a range because the budget increase landed inside week 7–8; ROAS is stated at the conservative end of that range.

Funnel architecture

One campaign became three layers.

The original account had a single campaign dumping everything into cold traffic. Each new layer was given one job and measured against it alone.

Three-stage structure
Stage	Audience	Result
TOF — cold	Interest + broad	CTR 3.9% · CPM $9.40
MOF — warm	95% video viewers, 90-day engagers	ROAS 4.2×
BOF — hot	Cart abandoners, 180-day purchasers	ROAS 11.3× · CPP $12.45

A 1% lookalike from the top 100 purchasers became the highest-ROAS cold audience at 5.1×, scaled to $4,064/month on its own.

Method

Sixty days, four phases

Weeks 1–2 — kill the waste. Full audit. All underperforming campaigns paused. Structure rebuilt into the three-layer funnel. Meta pixel fixed — it had been misfiring on 40% of events, meaning the algorithm was optimising against corrupted data. UTM tracking installed.

Weeks 3–4 — find the hook. Fourteen ad variations across three angles: humour, aspiration, social proof. The humour hook hit 4.1% CTR within 48 hours. Social proof followed at 3.6%. Aspirational was killed at 0.7%.

Weeks 5–6 — scale winners. Two winning creatives scaled. Lookalikes built from existing purchasers. Retargeting activated for cart abandoners with immediate 9× ROAS on that segment.

Weeks 7–8 — compound. Cost per purchase down 77%. Client approved the budget increase from £4,000 to £8,500/month.

← All work Google UAC · Mobile app · South Asia

The tracking was broken. Everything else was a symptom.

A mobile app client with an active Google App Campaign bleeding budget on low-quality installs. High cost per install, users who installed and never engaged, and an algorithm stuck in a broken learning pattern. The mandate: diagnose it, fix it, scale it.

58.02%

Conversion rate · install to in-app event

Diagnosis

Three structural failures

Nothing was touched before the account was understood. Broken conversion tracking was feeding incorrect signals into Google's machine learning, which meant every automated decision was being made on corrupted data — and every optimisation cycle made the problem worse rather than better.

Budget was being consumed by low-intent clicks with no cost ceiling. The algorithm was optimising for install volume rather than retained users, so the install count looked healthy while the actual value of those users was near zero.

All-time · post-rebuild
Conversion rate	58.02%
App installs	35,100+
Cost per conversion	Rs 75.86
Total conversion value	Rs 2.99M

Figures in Pakistani rupees, from Google Ads Manager. Conversion rate measures install to qualified in-app event.

Method

Four pillars, in order

01 — Tracking. Complete audit of the conversion setup. Identified broken in-app event firing, fixed the tag implementation, configured the correct conversion actions. This had to come first: no spend change matters while the algorithm is learning from bad data.

02 — Targeting. Audience signals rebuilt from scratch using first-party data and custom intent audiences, directing the algorithm toward users likely to become retained and active — not one-time installers inflating a vanity number.

03 — Creative. All underperforming assets replaced across text, image and video. Structured testing framework: high performers scaled, low performers cut immediately. Asset quality directly determines auction eligibility.

04 — Efficiency. Target CPA bidding with controlled budget caps, monitored daily. Budget scaled only once CPA targets were consistently being met.

← All work TikTok Shop · Beauty · 28 days · 100% organic

No followers, no reviews, no budget.

Rise Smart Ltd entered the beauty category on TikTok Shop with nothing: no audience, no social proof, no ad spend. The question was whether a disciplined organic system could produce real revenue inside a single month. It did.

$3,579

GMV in 28 days · zero ad spend

Results

Compounding across every metric

What matters here isn't the absolute figure — it's that GMV, customer count and order volume all grew 29–32% month-on-month simultaneously. Growth in one metric can be luck. Growth in all three at once is a system working.

Full ownership of shop strategy, content planning, listing optimisation, affiliate outreach and analytics.

28 days · TikTok Seller Center
Metric	Value	MoM
GMV	$3,579	+29.17%
Customers	208	+29.19%
SKU orders	214	+32.10%
Shop visitors	36,195	—
Ad spend	$0	—

Method

The organic playbook

Listings as search assets. Keyword-rich titles, benefit-led copy and quality imagery written for TikTok's discovery algorithm rather than for browsing.

Content-led discovery. Short-form video built on trending sounds, tutorials and before/after formats that integrated the product without hard selling.

Affiliate creators. Micro-creators in the beauty niche recruited through TikTok's affiliate marketplace, compounding reach with no ad spend attached.

Social proof engine. Verified buyer reviews encouraged systematically from the first orders onward — the single biggest lever on visitor-to-customer conversion in a category built on trust.

Weekly iteration. Seller Center analysed every week for traffic sources, converting products and drop-off points, then adjusted.

← All work TikTok Shop + Google SEO · US dropshipping · $0 spend

Two channels from zero, at the same time.

The Eleven Edge is a US lifestyle and fashion dropshipping brand. The brief was to grow two distinct channels simultaneously from nothing — TikTok Shop for direct social commerce, Google organic for long-term discoverability — with no paid budget on either.

Page 1

Average Google position 6.8 · from a standing start

TikTok Shop · 28 days
Metric	Value	MoM
GMV	$2,389	+68.99%
Customers	208	+48.57%
SKU orders	216	+54.29%
Organic visitors	32,978	−4.54%

Google Search · organic
Metric	Value	Note
Total clicks	12,400	From zero
Impressions	635,000	Organic
Average CTR	2%	Benchmark
Average position	6.8	Page 1

Sourced from TikTok Seller Centre and Google Search Console. No boosted posts, no paid search, no influencer spend.

Method

Two playbooks, one calendar

Listing SEO on both surfaces. TikTok product titles and attributes written using TikTok's own search data, so every listing ranked in TikTok search and the Shop tab. Shopify product pages built in parallel with meta optimisation, internal linking and schema markup for Google.

Short-form content at cadence. Product-led video tailored to the FYP algorithm — trending sounds, native formats, a hook inside the first two seconds, posted daily to signal activity.

Affiliate outreach. Micro-creators identified through TikTok's marketplace and sent product samples at cost, with no upfront creator fees.

Weekly iteration on both. Seller Centre and Search Console reviewed together each week. Listings, pricing and content adjusted on performance, with the highest-converting SKUs prioritised for further content.

← All work Organic Google SEO · UK clothing eCommerce · 16 months

Renting traffic versus owning it.

A UK clothing eCommerce brand with no domain authority, no backlinks and no content. The goal wasn't a quick ranking win — it was a compounding organic channel that keeps producing after the work stops. Sixteen months, zero ad spend.

1.11M

Organic impressions · 38,200 clicks · £0 spend

Results

Sixteen months of compounding

The sharp early rise reflects successful indexing — Google finding and ranking pages that had been structured properly from day one. The sustained plateau that follows is the more valuable part: a stable organic base that new product pages inherit authority from automatically.

This is the difference between paid and organic stated plainly. Paid traffic stops the moment the budget does. This channel was still delivering sixteen months in, with nothing spent on it.

Oct 2024 – Jan 2026 · Search Console
Organic clicks	38,200
Impressions	1,110,000
Growth period	16 months
Paid ad spend	£0

All data sourced directly from Google Search Console.

Method

Foundations before content

Technical first. Clean URL structures, sitemap submission, robots.txt, product schema, breadcrumb navigation and page speed — audited and restructured from day one so Google could crawl and index every product page efficiently.

Commercial pages as landing pages. Product titles, meta descriptions, H1s and body copy rewritten against keyword research. Category pages structured to rank for buying-intent queries rather than browsing ones.

Editorial above the funnel. A content calendar targeting informational keywords that sit above purchase intent — style guides, trend pieces, comparisons — each internally linked to product pages to pass authority downward.

Iteration on query data. Keyword positions and page-level CTR tracked weekly. High-impression, low-CTR queries were used to rewrite title tags; underperforming pages were re-optimised rather than abandoned.