The problem
Product pages written like packaging copy: evocative, and useless to a search engine. Collections organized around internal categories rather than the way customers describe what they want. Paid media spending into that structure and blaming the creative for the results.
What I did
- 01Mapped intent before writing a word.What people actually search for in this category, at which stage, and which of those queries the brand had any right to win.
- 02Rewrote product content and restructured collections.Real product detail, honest specifics, and site architecture that gave each intent a page to land on.
- 03Rebuilt the paid account around the new structure.Feed hygiene in Merchant Center, campaigns pointed at pages that could convert the query, and budget pulled off terms that never would.
- 04Put promotions on a calendar.Planned sequencing instead of reactive discounting, so paid and lifecycle stopped competing for the same margin.
What happened
Organic traffic grew 5×. Paid settled at a 2.8 ROAS on a cleaner account, and monthly revenue doubled in the campaigns where the new product content and the media plan lined up.
What I’d tell you in the interview
Product content is the most underrated asset in ecommerce. One rewrite, four channels improved - which is why it’s the first thing I audit.