WipebookOne account, two rescues, and 20,600 leads later
In 2023 the Google account had flatlined and we brought it back. In 2026 the client came back to us — this time to scale it past a single channel, with Shopify data proving the growth was real.
Conversions, 2023 rescue
Google purchases 25 → 26
Meta leads / 5 mo
Weighted CPL
Google figures are account-level Google Ads data (March–July 2025 vs March–July 2026), cross-checked against Shopify sessions and orders. Meta figures are platform-reported, with CRM counts noted where they differ.
Google Ads · March–July
2025 → 2026
Context
Wipebook makes reusable, dry-erase notebooks and flipcharts for K-12 teachers, instructional coaches and school districts across the US and Canada. We've worked on this account twice: a 2023 emergency rescue, and a 2025 return that turned into a full channel rebuild.
The challenge
Two different problems, two years apart: first a dead account nobody could diagnose, then a one-channel account that had hit its ceiling on warm brand demand.
What we did
- Diagnosed the 2023 shutdown with Google support, cleared the account restrictions, and had campaigns running again inside a week.
- Rebuilt bidding, targeting and creative so recovered traffic converted cheaper, then made it visible in a live Looker Studio report.
- Split the account from Search-only into four channels: Search cold terms, Performance Max for new customers, Shopping, and Demand Gen.
- Ran Meta as a lead-gen engine for teachers and instructional coaches, then turned that list into eight parallel funnels instead of one giveaway.
Outcome
The 2023 work took the account from zero to 667.5 conversions in six weeks at $7.54 per conversion — down from $14.33 — and held there through December. The second engagement grew impressions 839%, clicks 169% and real purchases 77%, with Shopify confirming 687 orders and 523 new customers off Google traffic. On Meta, five months produced 20,610 leads at a $1.28 weighted CPL and 4,493 HubSpot contacts in July alone.
Chapter 1 · 2023
Bringing a dead account back
The brief was one sentence: 'my Google Ads doesn't work anymore.' Traffic and conversions were at zero and nobody knew why. Job one was diagnosis, not optimisation.
Conversions
8.2x
Cost per conversion
-47%
Spend
scaled
Sep 1 – Oct 15 2023 versus Oct 16 – Nov 30 2023. December held the new level: 749 conversions at $8.28.
Chapter 2 · 2026
Off one channel, onto four
Search was carrying 95% of purchases — high efficiency on a small base, and no room left. We rebuilt the account around acquiring people who had never heard of Wipebook.
Captures existing demand
- 26,845 → 44,351 impressions
- $3,600 → $6,098 spend
- 578 → 633 purchases
New-customer engine
- 56,615 → 327,165 impressions
- $533 → $5,816 spend
- 29 → 426 purchases (14.7x)
New in 2026
- 19,057 impressions
- $235 spend
- 16 purchases
New in 2026 · top of funnel
- 393,390 impressions
- 7,602 clicks
- $978 spend
Shopify-verified ROAS moved from 32.63x to 15.44x and CPA from $9.15 to $19.11. That's the price of buying cold audiences instead of closing warm ones — and conversion rate still went up, 2.29% → 2.51%.
Chapter 3 · Meta
20,600 leads, then eight funnels off them
Meta's job here is list-building: teachers, instructional coaches and school leaders, at a controlled cost per lead. March started as one giveaway mechanic. July ran eight activities in parallel.
Leads (Mar–Jul)
Weighted CPL
HubSpot contacts, July
Parallel funnels
Giveaways & contests
Top of funnel volume — leads at $0.37–0.59 at peak. Teacher Appreciation Day alone: 1,045 leads in a week at $0.50.
BTC Guide lead magnet
Building Thinking Classrooms tip sheet qualified the list mid-funnel — 185 leads at $0.53 in week one.
BTC Pilot Bundles
A quote funnel aimed at school-district purchasing, not individual teachers.
Geo waves & new segments
Awareness pushes into TX, FL and IL prioritised by Title I funding, plus B2B (Wipebook Pro) and parent-audience tests.
June's CPL spike to $2.23 was a deliberate migration to the NewAdLead optimisation event after a tracking rebuild. July came back to $1.14 on higher volume and cleaner attribution.
Timeline · How it actually unfolded
Twelve weeks, mapped week by week — here's the system, not the luck.
The rescue
Campaigns had stopped dead. We found the account restrictions with Google support, cleared them, and restarted inside a week. Conversions went 81.6 → 667.5 (8.2x) with CPA falling from $14.33 to $7.54.
It held
749 conversions on $6.2K spend at $8.28 per conversion — a systemic fix, not a one-month spike.
Client returns
After a stretch running it in-house, Wipebook came back. Brief flipped from rescue to growth: get off Search-only.
Four channels
Performance Max for new customers, cold-term Search with new geos, plus brand-new Shopping and Demand Gen. Purchase mix moved from 95% Search to 40% PMax.
Meta becomes a system
From one giveaway funnel to eight: contests, BTC Guide lead magnet, BTC Pilot Bundles quote funnel, Back to School, UGC contest, B2B and parent tests, and geo waves in TX/FL/IL.
Proof · Real dashboards
Real dashboards, zero editing. Judge the numbers yourself.
Screenshots pulled straight from the client's own ad and analytics dashboards. Same numbers we've been quoting on this page.
The creative
Here's what actually ran on this account.
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