Ryan Zhang
Digital Marketer driving growth through measurement
New to Contra
Ryan is building their profile!
Client: Shopify DTC brand (identity redacted).
Goal: Connect predicted LTV and churn risk to Google Ads themes—not CPA alone.
Challenge: Cheap themes looked efficient on CPA but bought one-time, low-LTV customers.
Approach: Ads × LTV on Shopify + Google Ads for one window. Value tiers, churn-risk list, LTV/CAC theme map, dollar-tagged scale/cut list. PDF diagnosis with in-report charts. No account edits.
Outcome (redaction sample): Protect / rescue / cut / scale priorities; cut pool ~$6.9k window spend. One-time diagnosis—not management or a ROAS guarantee.
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Client: Specialty retail DTC brand (identity redacted). Paid Search ecommerce.
Goal: Cut Google Ads search-term waste and identify which exact negatives to add now.
Challenge: Rising non-brand cost — unclear what to negate, where to add it, or how much spend is reclaimable.
Approach: Search Term Cleanup on a 14-day Search terms CSV (~$347/day). Delivered ranked exact negatives (reasons + level), a watch list, phrase roots, and high-risk spend by campaign — plus CSVs, charts, and a written brief. No account edits.
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