>35 Percent D7 ROAS After Firebase Fix & Non-Brand Strategy
+91.44%
ad spend — scaled efficiently as performance improved
>35%
D7 ROAS
Picsart, a global leader in creative tools, set out to accelerate growth by expanding and sharpening its paid creative program. Eager to speed up learning cycles and diversify concepts—without sacrificing quality, Picsart teamed up with us to build a testing engine that could deliver consistently, week after week.
As part of the broader performance marketing strategy, another critical challenge involved resolving campaign inefficiencies and unlocking new growth opportunities. The client faced two primary issues:
Issue 1: Firebase Integration Issue
ROAS-optimized campaigns were being blocked due to incomplete Firebase event integration, preventing the algorithm from optimizing for revenue-driven outcomes.
Issue 2: Budget Overconcentration
A significant portion of the budget was being spent on brand search terms, leading to traffic cannibalization. This restricted the algorithm’s ability to explore new search terms and discover new audience segments, ultimately limiting growth potential.
Friedrich Grott
Senior Manager, Paid User Acquisition, Picsart
“Phiture played a crucial role in transforming our Google Ads strategy—eliminating cannibalization by excluding branded terms and unlocking new growth through a sharp focus on incremental revenue. Their expert guidance during our Firebase migration empowered us to steer campaigns with precision, hit our ROAS targets, and scale our spend with confidence and impact.”
Solution: Campaign Realignment and Firebase Fixes
To address these challenges, we implemented two targeted solutions:
1. Firebase Integration Fix
Our team resolved the integration issue, enabling ROAS-optimized campaigns to function correctly. This fix unlocked the potential for automated bidding strategies and ensured that campaign performance data was accurately captured and analyzed.
2. Keyword Strategy Update
To reduce brand term dependency and increase reach, we tested campaigns with brand search terms excluded. This strategic shift allowed the algorithm to target new search terms and broaden audience reach. By focusing on non-branded terms, we reduced the risk of traffic cannibalization while driving incremental growth.
Results
- Performance Improvements: Achieved a ROAS of over 35% at Day 7, validating the effectiveness of the new strategy.
- Audience Expansion: The algorithm unlocked new audience segments, driving incremental growth and expanding campaign reach.
- Spend Optimization: Ad spend increased by 91.44% between September and December, reflecting improved performance and scalability.
By implementing an agile creative framework, structured testing processes, and precise campaign optimizations, Phiture helped the client overcome critical challenges in both creative production and campaign strategy. As a result, they achieved scalable growth and significantly improved advertising performance.
For brands looking to enhance their performance marketing efforts, Phiture’s data-driven approach offers proven solutions to complex challenges. Get in touch with us to learn how we can help you scale your creative production and optimize your campaign strategies.
Client: Picasrt
Website: https://picsart.com/
Services: Performance Creative & Creative Operations