Step 1
The Problem
AG1 was over-investing in Google Brand Search, capturing users who would have converted organically. This inflated reported ROAS while starving incremental channels of budget. The result: high apparent efficiency masking low actual incrementality, with limited room to grow.
Step 2
Our Approach
We reset the role of Brand Search in the overall channel mix. Using Wayfinder AI, we modeled the incrementality of every brand keyword cluster and systematically reduced spend on queries with high organic overlap. Freed budget was reallocated to higher-incrementality channels with verified lift.
Wayfinder AI in Action
Incrementality Modeling by Keyword Cluster
Wayfinder AI scored every brand keyword cluster by organic overlap rate, enabling surgical budget cuts that preserved true incremental conversions.
Step 3
The Impact
Brand Search CAC dropped 31%. More importantly, the budget freed up funded incremental growth elsewhere in the channel mix, improving overall unit economics without sacrificing volume.
-31%
Brand Search CAC
Acquisition Cost
Performance Timeline
How We Tracked It
Incrementality measured via controlled geo-holdout tests across brand keyword clusters. Results validated against Google Analytics 4 conversion paths.
Video Testimonial Coming Soon
Partnering with Tiger Tracks has been amazing. They work fast, execute flawlessly and apply specialized knowledge of ad platforms with a relentless focus on hitting growth goals.
Jason Marshall
Chief Growth Officer, AG1
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