Case Studies | Market Lead

The Challenge

Nomad The Label is a direct-to-consumer fashion brand with a large catalog of products across multiple ranges. The owner had been self-managing ads across Google and Facebook, but reached a ceiling. After discovering Market Lead through a podcast, they came on board with ambitious targets:

Scale annual revenue from $1 million to $4 million in year one, and reach $10 million+ in year two. The business needed to transition from self-managed campaigns to a professional, scalable strategy. There was no structured segmentation across a high volume of products, and Google Ads revenue was sitting at roughly $40,000/month with a 350% ROAS.

Strategy & Execution

Market Lead identified that with the volume of products and product ranges, a traditional segmentation approach based on categories wouldn't be effective. Instead, the team built a custom algorithm that dynamically categorized products into four performance-based segments using six key metrics.

Custom Product Segmentation Algorithm

Self-built algorithm categorizing all products into four core segments based on impression benchmarks, click benchmarks, spend benchmarks, sales volume benchmarks, conversion rate benchmarks, and ROAS benchmarks.

Performance Max Campaigns

Hyper-segmented feed-only Performance Max campaigns structured around dynamic product performance rather than product ranges. Budget allocation adjusted automatically as products moved between performance tiers.

Product Feed Optimization

Automated product feed optimizations to improve shopping ad positioning, increase CTRs, and capture greater market share across Google Shopping. Launched segmented sales and new range campaigns alongside YouTube Ads.

Channel Expansion & Attribution

Expanded into Microsoft Ads achieving consistent 1,000% ROAS. Implemented third-party attribution tracking to ensure accurate revenue reporting across all channels beyond platform-reported metrics.

Results

Metric	Before	After	Change
Annual Revenue	$1 million	$10 million	+900%
Google Ads Monthly Revenue	$40,000	$400,000+	+900%
ROAS	350%	500% (consistent)	+43%
Microsoft Ads ROAS	N/A	1,000%	New Channel

The Challenge

DotSure, a leading player in the insurance industry, faced two critical challenges that hindered their growth. Intense competition across all product lines (auto, home, pet insurance) made it difficult to capture a larger market share. And an inefficient account structure — a disorganized setup with no clear performance insights — restricted their ability to scale, despite a monthly ad spend of $100,000+.

These challenges limited DotSure's ability to maximize lead volume, optimize costs, and scale their operations efficiently. They needed clarity, precision, and a strategy tied to real business outcomes.

Strategy & Execution

Market Lead implemented a data-driven strategy to restructure DotSure's account, ensuring clear performance insights and scalable growth.

Account Rebuild & Advanced Segmentation

Restructured the account by line of business (auto, home, pet) and keyword intent (high-intent vs. low-intent). Hypersegmented campaigns focused on low-search-volume, high-revenue product lines to capture maximum impression share in profitable niches.

HubSpot Integration

Integrated HubSpot to feed quote and sales data back into Google Ads, enabling optimizations based on real business outcomes. Performance Max campaigns used HubSpot data to drive more sales-qualified leads (SQLs).

Custom Budget Allocation Algorithm

Built an algorithm that allocated budgets dynamically based on attributed sales, conversion rates, and CPL. Enhanced prospecting audiences by uploading offline sales data, improving lead quality and maximizing SQL volume.

Reporting & Facebook Consultation

Developed custom dashboards to monitor performance by time, segment, and seasonality. Provided strategic Facebook Ads insights on creatives, audience segmentation, and retargeting strategies.

Results

Metric	Before	After	Change
Lead Volume	Baseline	+50% YoY	+50%
Cost Per Lead	Baseline	–35%	–35%
Conversion Rate	15%	22%	+47%

The Challenge

Shift is a business loan provider offering multiple financing products to Australian businesses. Despite running Google Ads internally, they were unable to scale the account and were referred to Market Lead for support.

The key issues included: account structure limiting granular performance insights, no clear alignment between campaigns and lines of business, inability to identify which keywords drove actual loan approvals, budget allocation not optimized for highest-performing segments, and increasing competition on industry-based terms driving up costs.

Strategy & Execution

Market Lead audited the existing account and identified that the structure wasn't built for the granularity required to scale effectively. Given the sensitivity of the account's performance, the team worked closely with Shift's internal team to align strategy with business objectives.

Account Restructure

Rebuilt the campaign structure to enable effective management, optimization, and reporting aligned with Shift's business objectives and loan product lines.

Hypersegmentation

Created segmented campaigns by niche product lines and keyword intent to maximize impression share, improve budget allocation, and enable precise optimizations.

Advanced Reporting

Developed reporting that analyzed campaign, keyword, and search term performance against actual loan approvals — not just lead volume.

CPC Optimization

Identified that higher-CPC keywords had significantly better conversion rates. By shifting budget toward these terms, the team reduced cost per lead by 61% despite higher click costs.

Results

First 90 days vs previous 90-day benchmark:

Metric	Result
Lead Volume	36% increase
Cost Per Lead	61% decrease
Conversion Rate	620% increase

Nomad The Label

The Challenge

Strategy & Execution

Custom Product Segmentation Algorithm

Performance Max Campaigns

Product Feed Optimization

Channel Expansion & Attribution

Results

Key Takeaways

DotSure

The Challenge

Strategy & Execution

Account Rebuild & Advanced Segmentation

HubSpot Integration

Custom Budget Allocation Algorithm

Reporting & Facebook Consultation

Results

Key Takeaways

Shift

The Challenge

Strategy & Execution

Account Restructure

Hypersegmentation

Advanced Reporting

CPC Optimization

Results

Key Takeaways