CNC Parts Retailer

CNC Replacement Parts, an e-commerce site specializing in parts for industrial CNC machines, had a product-market fit but wasn’t getting results from their existing digital efforts. Their Google Ads account was cluttered and inefficient, with no real funnel strategy in place. They needed to drive more qualified traffic and increase sales at a sustainable ROAS.

As Director of Digital Strategy at Sparo, I was tasked with restructuring and scaling their paid campaigns to deliver immediate and long-term performance.

Google Ads:

• • Restructured the Google Ads account into themed campaigns based on product categories and intent

ROAS Focus:

• • Built high-intent keyword groups and applied smart bidding strategies to focus on ROAS

Custom Audiences:

• • Created custom audiences from web traffic, cart abandoners, and previous converters for retargeting

Meta Ads:

• • Launched Meta Ads focused on product education and engagement to warm up cold audiences

• Led paid strategy, platform management, and optimization across Google and Meta
• Provided targeting structure, keyword and copy direction
• Created campaign structure and reporting dashboards
• Collaborated with internal client team on landing page adjustments for conversion