MERCI CASE STUDIES
01.
Paid Search · Paid Social · Ecommerce
01.
Paid Search & Social · Ecommerce
$2.2M more paid media revenue. Just 5% more spend.
A GLOBAL TOOL STORAGE BRAND
+58%
paid media revenue
+58%
paid media revenue
+58%
paid media revenue
THE CHALLENGE
An established ecommerce brand needed another stage of growth without simply increasing media investment. Its Google and Meta programs were producing, but product categories with different economics were competing for budget.
THE CHALLENGE
An established ecommerce brand needed another stage of growth without simply increasing media investment. Its Google and Meta programs were producing, but product categories with different economics were competing for budget.
THE CHALLENGE
An established ecommerce brand needed another stage of growth without simply increasing media investment. Its Google and Meta programs were producing, but product categories with different economics were competing for budget.
WHAT CHANGED
We reorganized investment around product performance and gave each platform a clearer role. Google focused on capturing high-intent demand while Meta expanded acquisition and scaled proven product opportunities. Budgets followed what was actually working.
WHAT CHANGED
We reorganized investment around product performance and gave each platform a clearer role. Google focused on capturing high-intent demand while Meta expanded acquisition and scaled proven product opportunities. Budgets followed what was actually working.
WHAT CHANGED
We reorganized investment around product performance and gave each platform a clearer role. Google focused on capturing high-intent demand while Meta expanded acquisition and scaled proven product opportunities. Budgets followed what was actually working.
THE RESULT
Supporting proof: +50% blended ROAS | +25% transactions Period: FY24 vs. FY25. Revenue rose from approximately $3.8M to more than $6M.
THE RESULT
Supporting proof: +50% blended ROAS | +25% transactions Period: FY24 vs. FY25. Revenue rose from approximately $3.8M to more than $6M.
02.
Paid Search · Conversion Rate Optimization · B2B Lead Generation
02.
Search · CRO · B2B Lead Generation
The biggest search improvement happened after the click.
A B2B OUTSOURCED ACCOUNTING FIRM
+68%
paid search conversion rate
+68%
paid search conversion rate
+68%
paid search conversion rate
THE CHALLENGE
The company was already attracting relevant, high-intent Fractional CFO searches. Too much of that demand was being lost on the landing experience, making additional traffic a less attractive first move.
THE CHALLENGE
The company was already attracting relevant, high-intent Fractional CFO searches. Too much of that demand was being lost on the landing experience, making additional traffic a less attractive first move.
THE CHALLENGE
The company was already attracting relevant, high-intent Fractional CFO searches. Too much of that demand was being lost on the landing experience, making additional traffic a less attractive first move.
WHAT CHANGED
We built a dedicated landing page around the service and the intent of the people searching for it. We kept an eye on search-term quality while measuring whether the new experience improved conversion.
WHAT CHANGED
We built a dedicated landing page around the service and the intent of the people searching for it. We kept an eye on search-term quality while measuring whether the new experience improved conversion.
WHAT CHANGED
We built a dedicated landing page around the service and the intent of the people searching for it. We kept an eye on search-term quality while measuring whether the new experience improved conversion.
THE RESULTS
Supporting proof: 3.2% → 5.36% year-over-year conversion rate | Lower cost per lead Comparison: February 8–March 9 year over year.
THE RESULTS
Supporting proof: 3.2% → 5.36% year-over-year conversion rate | Lower cost per lead Comparison: February 8–March 9 year over year.
THE RESULTS
Supporting proof: 3.2% → 5.36% year-over-year conversion rate | Lower cost per lead Comparison: February 8–March 9 year over year.
03.
Paid Search · Shopping · Omnichannel
03.
Paid Search · Shopping · Omni
03.
Paid Search · Shopping
Record holiday growth from a search program built around how people buy.
A NATIONAL GREETING CARD + GIFT BRAND
+336%
online revenue
+336%
online revenue
+336%
online revenue
THE CHALLENGE
A national retail brand needed paid search to contribute to both ecommerce and physical-store sales. Treating every search, shopper and location the same way obscured different buying journeys.
THE CHALLENGE
A national retail brand needed paid search to contribute to both ecommerce and physical-store sales. Treating every search, shopper and location the same way obscured different buying journeys.
THE CHALLENGE
A national retail brand needed paid search to contribute to both ecommerce and physical-store sales. Treating every search, shopper and location the same way obscured different buying journeys.
WHAT CHANGED
We separated keyword, Shopping, audience and location intent so investment could support the right outcome across online and in-store demand.
WHAT CHANGED
We separated keyword, Shopping, audience and location intent so investment could support the right outcome across online and in-store demand.
WHAT CHANGED
We separated keyword, Shopping, audience and location intent so investment could support the right outcome across online and in-store demand.
THE RESULT
Supporting proof: +224% online ROAS | $2M+ online revenue above projection The program contributed to record Black Friday performance.
THE RESULT
Supporting proof: +224% online ROAS | $2M+ online revenue above projection The program contributed to record Black Friday performance.
THE RESULT
Supporting proof: +224% online ROAS | $2M+ online revenue above projection The program contributed to record Black Friday performance.
04.
Paid Search · Competitive Strategy · Retail
04.
Paid Search · Competitive Strategy
Stop competing with your own retailers. Invest where it matters.
A GLOBAL HOME APPLIANCE MANUFACTURER
-57%
media cost
-57%
media cost
-57%
media cost
THE CHALLENGE
The manufacturer and its retail partners were often bidding against each other for the same branded and product-level searches, creating unnecessary competition for demand already close to purchase.
THE CHALLENGE
The manufacturer and its retail partners were often bidding against each other for the same branded and product-level searches, creating unnecessary competition for demand already close to purchase.
THE CHALLENGE
The manufacturer and its retail partners were often bidding against each other for the same branded and product-level searches, creating unnecessary competition for demand already close to purchase.
WHAT CHANGED
We reduced lower-funnel brand and SKU bidding where retailers were positioned to capture sales, then redirected investment toward broader category searches with more opportunity to influence consideration.
WHAT CHANGED
We reduced lower-funnel brand and SKU bidding where retailers were positioned to capture sales, then redirected investment toward broader category searches with more opportunity to influence consideration.
WHAT CHANGED
We reduced lower-funnel brand and SKU bidding where retailers were positioned to capture sales, then redirected investment toward broader category searches with more opportunity to influence consideration.
THE RESULT
Supporting proof: +52% upper-funnel share of voice This is a media-efficiency and visibility result, not a claim of proven incremental sales.
THE RESULT
Supporting proof: +52% upper-funnel share of voice This is a media-efficiency and visibility result, not a claim of proven incremental sales.
05.
Paid Search · Measurement · B2B
Less noise. More relevant searches.
A B2B ANALYST RELATIONS FIRM
21X
click-through rate improvement
21X
click-through rate improvement
21X
click-through rate improvement
THE CHALLENGE
The account generated approximately 3.7 million impressions and 18,000 clicks but had little usable conversion history. High activity masked weak relevance and made it difficult to evaluate what the spend was producing.]
THE CHALLENGE
The account generated approximately 3.7 million impressions and 18,000 clicks but had little usable conversion history. High activity masked weak relevance and made it difficult to evaluate what the spend was producing.]
THE CHALLENGE
The account generated approximately 3.7 million impressions and 18,000 clicks but had little usable conversion history. High activity masked weak relevance and made it difficult to evaluate what the spend was producing.]
WHAT CHANGED
We rebuilt search around stronger buying intent, removed low-value exposure and established conversion measurement. The account became deliberately smaller and more focused.
WHAT CHANGED
We rebuilt search around stronger buying intent, removed low-value exposure and established conversion measurement. The account became deliberately smaller and more focused.
WHAT CHANGED
We rebuilt search around stronger buying intent, removed low-value exposure and established conversion measurement. The account became deliberately smaller and more focused.
THE RESULTS
Supporting proof: 0.49% → 10.7% CTR | Approximately 99% fewer impressions This demonstrates search relevance and measurement progress, not verified downstream lead or revenue growth.
THE RESULTS
Supporting proof: 0.49% → 10.7% CTR | Approximately 99% fewer impressions This demonstrates search relevance and measurement progress, not verified downstream lead or revenue growth.
THE RESULTS
Supporting proof: 0.49% → 10.7% CTR | Approximately 99% fewer impressions This demonstrates search relevance and measurement progress, not verified downstream lead or revenue growth.
06.
Paid Search · Local Marketing
The biggest search improvement happened after the click.
A NATIONAL RESTAURANT BRAND
+238%
reservations
+238%
reservations
+238%
reservations
THE CHALLENGE
Paid search had stalled across a multi-location restaurant business. Demand varied by market and audience, but the existing approach did not adequately reflect those differences.
THE CHALLENGE
Paid search had stalled across a multi-location restaurant business. Demand varied by market and audience, but the existing approach did not adequately reflect those differences.
THE CHALLENGE
Paid search had stalled across a multi-location restaurant business. Demand varied by market and audience, but the existing approach did not adequately reflect those differences.
WHAT CHANGED
We segmented the program by local demand, keyword intent and audience behavior, moving investment toward the searches and locations more likely to produce reservations.
WHAT CHANGED
We segmented the program by local demand, keyword intent and audience behavior, moving investment toward the searches and locations more likely to produce reservations.
WHAT CHANGED
We segmented the program by local demand, keyword intent and audience behavior, moving investment toward the searches and locations more likely to produce reservations.
THE RESULT
Supporting proof: -60% cost per reservation The program focused on reservation outcomes rather than simply increasing traffic.
THE RESULT
Supporting proof: -60% cost per reservation The program focused on reservation outcomes rather than simply increasing traffic.
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