$528K Revenue and Market Leadership with AI-Assisted Paid Ads

The Client

ToastPal is a B2C AI startup that helps users write personalised wedding speeches, best man speeches, maid of honour speeches, and other celebration toasts using artificial intelligence. The product operates on a freemium model with paid tiers for premium speech generation, and serves customers across all major English-speaking markets. The target audience ranges from nervous first-time speakers to experienced orators looking for creative inspiration, with peak demand during wedding season from May through September.

ToastPal is a B2C AI startup that helps users write wedding speeches using artificial intelligence. Operating in a highly seasonal, emotionally charged niche, the company faced intense competition from both established speech-writing services and newer AI tools entering the market. Before the engagement, ToastPal had run Google Ads campaigns with limited success -- cost per acquisition was high, campaigns were structured around broad match keywords without proper segmentation, and there was no systematic approach to creative testing or landing page optimisation. The founding team had marketing experience but lacked the bandwidth to manage daily campaign operations at the granularity required to compete. Their competitors held dominant search impression share positions, effectively controlling the visibility of wedding speech AI tools across all major English-speaking markets. ToastPal's existing campaigns were live in the UK only, missing the significantly larger US, Australian, and Canadian markets. The product itself was strong -- users who found ToastPal converted at reasonable rates -- but the acquisition infrastructure was not delivering enough volume at a sustainable cost. The engagement required AI-assisted approaches throughout the entire stack: ad copy generation, landing page optimisation, creative production, bid strategy, and data analysis. The goal was not incremental improvement but market dominance -- overtaking established competitors in search impression share while scaling revenue by an order of magnitude.

How It Works Day-to-Day

Campaign management operated on a weekly optimisation cycle throughout the 12-month engagement. Each Monday, the previous week's performance data was analysed across all four markets, every ad group, and each creative variant. Underperforming ads were paused, winning variants received increased budget allocation, and new test creatives were launched. Bid strategies were adjusted based on day-of-week and time-of-day conversion patterns identified through accumulated data. Landing page tests ran in parallel -- typically two to three concurrent A/B tests at any given time, with statistical significance required before declaring winners. Monthly strategy sessions reviewed macro trends: seasonal demand shifts, competitor activity, and market-level performance differences. The client received weekly performance summaries and monthly strategic recommendations, but day-to-day campaign management required no input from their team. AI tools handled the volume of creative production, data analysis, and reporting, while human judgment guided strategy, budget allocation, and market expansion decisions.