$528K Revenue Tracked from Google Ads Over 12 Months
ToastPal · October 2023 to October 2024 (12 months)
Work Jakub delivered as a freelance consultant from October 2023 to October 2024, before he founded AfM in August 2025.
Revenue Growth (Oct 2023 to Apr 2024)
Revenue Tracked (12 Months)
Conversions (12 Months)
Impressions (12 Months)
Result proof path
Outcome
$528K revenue tracked over 12 months (October 2023 to October 2024).
Mechanism
AI-assisted Google Ads, landing page testing, email nurture, and weekly optimisation across four markets.
Proof
17,600 conversions and the highest search impression share among tracked competitors (20.51%).
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 runs on a freemium model with paid tiers for premium speech generation, and serves customers across the main English-speaking markets, with the US as the largest. The audience ranges from nervous first-time speakers to experienced speakers looking for inspiration, with peak demand during wedding season from May through September.
The Situation
ToastPal operates in a seasonal, emotionally charged niche, competing with established speech-writing services and newer AI tools. Before the engagement, its Google Ads campaigns had limited success: cost per acquisition was high, campaigns were built 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 not the time to manage daily campaign operations at the level of detail needed to compete. Competitors held larger shares of paid search impressions for wedding speech terms. The product itself was strong, and people who found ToastPal converted at reasonable rates, but acquisition was not delivering enough volume at a sustainable cost. The aim was to win a larger share of the paid search auction against established competitors while growing revenue across the US, UK, Australia, and Canada.
The Challenge
Competitive Search Landscape
Established competitors held larger search impression shares on the main wedding speech keywords. Catching up needed a different campaign structure: tighter keyword segmentation, deliberate bid strategies, and ads that earned better quality scores.
Multi-Market Scaling
The US was the main market, with the UK, Australia, and Canada alongside it. Each needed its own keyword research, bid strategy, and landing page language.
Seasonal Demand Volatility
Wedding speech demand peaks in spring and summer. Budgets, bids, and creative calendars had to follow those swings rather than assume steady volume all year.
No Systematic Testing Framework
Previous campaigns had no structured A/B testing for ad copy, landing pages, or bid strategies. Without it, there was no way to improve steadily, and underperforming elements stayed live for weeks.
What Was Built
Jakub managed a 12-month campaign across Google Ads, landing page optimisation, and email, using AI assistance for copy volume and data analysis. It began with a rebuild of the Google Ads account: campaigns were restructured with keyword segmentation separating high-intent terms from informational queries, ad groups were tightened to improve quality scores, and a testing framework rotated ad copy weekly. Campaigns ran across the US, UK, Australia, and Canada, with the US as the main market, each with its own keyword research, bid strategy, and landing page language. AI-assisted copy generation produced more ad variants for testing than manual writing could, and AI-assisted analysis surfaced winning combinations faster. Landing page tests ran alongside the paid campaigns, so conversion rate gains raised the value of every click. Email nurture sequences followed up with people who did not convert straight away. Every week, underperforming elements were paused, winners were scaled, and new tests went live. Over the 12 months, $528K in revenue was tracked, as reported in the case deck.
Step 1
Google Ads Architecture
Campaign structure with keyword segmentation separating high-intent purchase terms from informational and competitor queries. Each market (US, UK, AU, CA) ran as its own campaign with localised bidding, ad copy, and budget based on market size and conversion rates.
Step 2
AI-Assisted Creative Production
AI-generated ad copy variants were produced in volume for weekly testing. Each variant was measured on click-through rate, conversion rate, and quality score. Winners were scaled and underperformers replaced.
Step 3
Landing Page Optimisation
A/B testing of landing page elements including headlines, social proof placement, pricing presentation, and call-to-action design. Conversion rate gains raised the value of every paid click across all campaigns.
Step 4
Data Analysis and Reporting
AI-assisted analysis of campaign data surfaced patterns faster than manual review. Weekly reports tracked revenue, clicks, conversions, impression share, and quality scores across all markets.
The Results
985%
Revenue Growth
October 2023 to April 2024, as reported in the case deck. The deck does not publish the comparison baseline, and wedding-season demand rises over the same months
$528K
Total Revenue
Revenue tracked across all markets over the 12 months, as reported in the case deck
991%
Click Growth
Click volume growth over the first six months of the engagement
8.2%
Average CTR
Average click-through rate across the four markets over the engagement
5.11%
Conversion Rate
27.3% higher than the starting rate, during a period of systematic landing page testing
20.51%
Search Impression Share
The highest Google Ads search impression share among the tracked competitors (October 2024). Toasty was at 15.58% and ToastWiz below 10%
How It Works Day-to-Day
Campaign management ran on a weekly cycle throughout the 12 months. Each Monday, the previous week's data was reviewed across all four markets, every ad group, and each creative variant. Underperforming ads were paused, winning variants got more budget, and new test creatives went live. Bids were adjusted for the day-of-week and time-of-day conversion patterns the data showed. Landing page tests ran in parallel, usually two or three at a time, with a clear winner required before a change was kept. Monthly sessions reviewed the bigger picture: seasonal demand, competitor activity, and differences between markets. The client received weekly performance summaries and monthly recommendations, without their team having to run the campaigns day to day. AI tools handled creative volume, data analysis, and reporting, while human judgement set strategy, budgets, and market priorities.
What This Demonstrates
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Related Service
Past Paid Ads work is shown here with its context and qualifiers. See every result on one page.
Frequently Asked Questions
What drove the 985% revenue growth?
Three things worked together: campaigns across the US, UK, Australia, and Canada with market-specific keywords and bids; landing page testing that lifted conversion rate by 27.3% to 5.11%; and weekly creative testing. The 985% figure compares October 2023 with April 2024, as reported in the case deck. Wedding speech demand rises through spring, so part of that growth is seasonal rather than down to the campaigns.
What role did AI play in the campaign management?
AI generated ad copy variants for weekly testing, analysed performance data to surface patterns faster than manual review, drafted landing page copy for A/B tests, and helped produce weekly and monthly reports. Jakub kept every budget, bidding, market, and strategy decision. AI handled the production volume and data processing that made weekly testing practical.
How was efficiency protected while spend grew?
Two things helped. Conversion rate rose to 5.11%, so each click was worth more, and tighter ad groups improved quality scores, which lowers cost per click in Google's auction. The case deck reports revenue but not return on ad spend, so this page does not state one.
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