JayOh rebuilt Swank’s multi-market growth engine: unified reporting, restructured Google Ads, new audiences and creative, and attribution restored into Microsoft Dynamics. Within the first quarter, priority markets hit 4.2x ROAS, wasted spend fell 58% and K-12 Streaming conversions rose 312%.
Swank sells into very different markets, each with its own buyers and seasonality. Paid media and reporting had to work market by market, and every result had to trace back to pipeline in Microsoft Dynamics.
Ad platforms, GA4 and site tracking weren’t tied to markets and pipelines in Microsoft Dynamics, so qualified interest couldn’t be attributed.
K-12 and Patient Entertainment search campaigns needed restructuring; poor-quality terms and loose match types pulled in irrelevant traffic.
Bids and audiences weren’t tuned by geography, season or market, and some segments (RLC, Hotels) had underperforming creative.
Google, Meta and LinkedIn performance lived in separate tools, so the team couldn’t self-serve insight without losing nuance.
6 workstreams, in the order they matter. Each one closes a specific gap from the problem list above.
StackConnected ad platforms, GA4 and site tracking into one source of truth, with UTM standards and lead-source mapping that tie campaigns to markets and pipelines in Dynamics.
Audited Google Ads across markets, restructured K-12 and Patient Entertainment search, added sitelinks, pruned poor-quality terms and moved to intent-based phrase/exact match with negatives.
Geo bid adjustments plus a separate Streaming ad group for K-12, with continuous bid and keyword tuning toward the best locations and queries.
Customer lists, lookalikes, predictive audiences and cold/warm-weather geotargeting for Parks to test prospecting vs. retargeting by market.
Quick-turn Meta campaigns (Grandparents Day and Hispanic Heritage for Parks), PMAX asset guidance and creative refreshes for RLC, Hotels and other segments.
A multi-tab Looker Studio dashboard across Google, Meta and LinkedIn with a “How To” tab, organic traffic segmentation (including Libraries) and campaign-level filters.
The 4.2x ROAS was reached within the first quarter. Phases overlapped; exact dates weren’t recorded in the case study.
Ad platforms, GA4 and site tracking mapped to markets and pipelines in Microsoft Dynamics.
K-12 and Patient Entertainment campaigns rebuilt; negatives, match types and geo bids tuned.
Lookalikes, predictive audiences, weather geotargeting and quick-turn Meta campaigns.
Looker Studio dashboard lets the team self-serve and double down on winners.
Every figure below comes from JayOh’s documented case study for this engagement. Where the starting value wasn’t recorded as a number, the “Before” column describes the starting state instead.
| Metric | Before | After | How it was measured |
|---|---|---|---|
| K-12 Streaming conversions | Shared ad group | +312% | After separating a Streaming ad group |
| Cost per conversion | Baseline | −66% | Across restructured campaigns |
| ROAS, priority markets | — | 4.2x | Within the first quarter |
| Wasted spend | Loose match types, poor terms | −58% | Intent-based match + negatives |
| Impressions | Baseline | +35% | More reach at lower cost per conversion |
The operator lessons we’d apply to any team facing the same problem.
UTM standards and lead-source mapping into Dynamics made it possible to know which market a dollar served.
Separating the K-12 Streaming ad group is what unlocked a 312% conversion lift. Blended ad groups hide winners.
A “How To” tab and market filters let Swank’s team self-serve instead of waiting on an analyst.
Five signs we saw at this client before the work started. Tick the ones that are true for you; the more you tick, the closer your fix looks like this system.
Rule of thumb: 1–2 signs is a contained fix, 3 is this pattern, 4–5 means the system needs rebuilding rather than patching.
Tick the statements that are true for your team.
Bring your current setup to a 30-minute call. We’ll tell you which parts of this case apply, what we’d build first and what it would take.
We engineer growth systems. JayOh builds the RevOps architecture, GTM execution and data infrastructure that turn messy revenue operations into predictable pipeline for B2B SaaS and PE-backed teams.
