How Red Wagon Turned a $250k/Month Omnichannel Marketing Program Back to Profitability in 90 Days
United States Gold Bureau had been in the red for months — with nearly three quarters of extreme month-over-month revenue decline and a marketing department bleeding cash. We audited the attribution truth behind Tableau reporting, restored profitable high-intent demand capture, installed enterprise-grade PPC operating systems, and expanded the growth engine across Search, Shopping, Social, Email, and Affiliate.
$250k/mo
Omnichannel spend governed + optimized
~90 Days
Profitability restored (back in the black)
Attribution Fixed
Last-click revenue uncovered + protected
Shopping Restored
Listings stabilized via pricing + canonicals
The Situation
USGB had a large internal marketing team plus an expensive consultant — but the business continued to dip further into the red.
Marketing reporting was being produced in Tableau, and the team believed they were operating under a “first-click” framework.
Keywords that showed zero conversions were aggressively negated and suppressed — even when those queries were highly relevant.
When we questioned the model and traced revenue outcomes, we discovered a critical disconnect: those same “0-conversion” terms were
generating substantial revenue under last-click attribution. In other words: the dashboard was telling the team to remove
profitable demand.
Revenue Transformation (Operational Turnaround)
The first win wasn’t creative — it was governance. Once we reconciled what the Tableau reporting was showing with how attribution was actually being measured, we reversed the keyword suppression that had removed high-value demand from the account. From there, we installed enterprise-level PPC processes, stabilized Shopping eligibility, and built a discovery → retargeting engine that improved lead quality and conversion efficiency across channels.
Before
In the Red
Extended MoM decline • High-intent search coverage reduced • Unreliable Shopping visibility • Decisions driven by misread attribution
After
Back in the Black
Profitability restored within ~90 days • High-intent demand reinstated • Stable Shopping + expanded channel mix
What We Built
We turned a struggling omnichannel program into a measurable, repeatable growth machine. The real outcome wasn’t “more clicks” — it was restoring profitable demand capture, increasing lead quality, stabilizing Shopping visibility, and tightening the handoff between marketing and sales.
- Challenged Tableau assumptions and validated attribution behavior
- Recovered “0-conversion” keywords that produced revenue under last-click
- Rebuilt negative keyword logic to stop cutting profitable intent
- Protected high-value demand with query governance + testing
- Workbooks + SOPs budgets, change logs, query review cadence
- Internal team training so performance wasn’t consultant-dependent
- Expansion to Bing after stabilizing the Google core
- Expansion to Meta once tracking + offers were aligned
- Shopping stabilization identified price-feed volatility as the root issue
- Canonical strategy static pricing pages + live price view page
- Discovery → remarketing YouTube/Display then retarget to convert
- Income-based geo tuning reduced bids for lower-income zip codes
- On-site conversion lift popups, lead magnets, and key page routing
Measured Outcomes
- ✓Profitability restoredTurned the program back into a positive ROI engine within ~90 days
- ✓High-intent demand recoveredReinstated keywords that were driving revenue but got cut
- ✓Shopping visibility regainedResolved listing instability tied to frequent live-price updates
- ✓Lead quality improvedDiscovery + remarketing + geo tuning increased conversion efficiency
- ✓Sales performance improvedLead routing aligned intent with the right sales leader groups
Why It Worked
- ✓Truth beat dashboardsOptimization decisions were rebuilt around actual revenue behavior
- ✓Governance created stabilityEnterprise processes prevented reactive “keyword killing”
- ✓Technical fixes unlocked ShoppingCanonical + pricing strategy restored feed reliability
- ✓Full-funnel improved qualityDiscovery built better audiences for remarketing conversion
- ✓Marketing + Sales alignmentLead routing + handoff discipline increased LTV and efficiency
The turning point was realizing the reporting was pushing the team to cut profitable intent. Once attribution was clarified and a real PPC operating system was installed, performance stabilized — and profitability returned fast.
Want a turnaround playbook that sticks?
When attribution and reporting are wrong, even a talented team makes the wrong calls. We rebuild the truth, install enterprise operating systems, and align marketing + sales so growth is repeatable — not fragile.