Video Platform
How I Transformed Vimeo's ROAS from 0.29 to 0.97 in Just 5 Months
Strategic ad optimization that increased Vimeo's Google Ads performance by 124% and set the foundation for scaling to $1M monthly ad spend.
- ROAS Increase
- 124%
- ROAS Improvement
- 0.29 → 0.97
- Managed Ad Spend
- $1.25M+
- Scaling Target
- $1M/month
The challenge
Before October 2024, Vimeo's Google Ads campaigns were underperforming, with ROAS averaging 0.29, well below their internal goal of 0.7. Despite consistent ad spend, the return on investment remained low due to heavy reliance on branded search terms, limited audience expansion, inefficient bid strategies, lack of structured ad testing, and over-optimization for trials rather than first-time subscribers.
My approach
I implemented a comprehensive strategy focused on audience expansion, bidding strategy overhaul, and optimization for high-value conversions.
01
Audience Expansion & Targeting Shift
I moved beyond branded keywords to reach high-intent audiences across the video creation ecosystem.
- Switched from targeting primarily branded Vimeo keywords to in-market and affinity audiences
- Introduced targeting for collaboration tools, video hosting, web hosting, and custom intent audiences
- Moved away from using only the Vimeo customer list for targeting
- Expanded reach while maintaining relevance to video creators and marketers
02
Bidding Strategy Overhaul
I implemented strategic bidding changes to unlock impression volume and improve conversion efficiency.
- Shifted from Target ROAS to Maximize Conversions to increase impressions
- Later initiated a shift from Maximize Conversions to Target CPA for better efficiency
- These changes increased spend, impressions, and long-term value attribution
- Scaled Performance Max campaigns, gaining recognition from Vimeo's CEO
03
Conversion Optimization
I refined conversion tracking to focus on the metrics that truly drive business value.
- Implemented LTV revenue tracking in Google Ads
- Shifted optimization from trials to first-time subscribers (FTS) for better revenue alignment
- Reallocated budget from Google Search to Performance Max campaigns
- Implemented a strategic budget control strategy during testing phases
The results
Through my strategic optimizations, Vimeo saw a dramatic improvement in ROAS and spend efficiency, transforming a struggling campaign into a scalable growth engine.
- Pre-Optimization ROAS
- 0.29
- Current ROAS
- 0.97
- ROAS Improvement
- 124%
- Total Managed Spend
- $1,252,986
- Recent Monthly Spend
- $200,000
- Target Monthly Spend
- $1,000,000
- Lead Volume
- Significantly Increased
- Conversion Rates
- Improved Across Campaigns
"The Performance Max campaigns gained recognition from Vimeo's CEO, leading to greater support for paid media expansion across the organization."
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