Citrus America — Ad Budget Reallocation

Overview

During the November 2025 monthly call, the team approved a reallocation of Google Ads budget away from the underperforming "Commercial Juicer" campaign and into the high-performing "Remarketing" campaign. The shift was made without increasing total ad spend, with the goal of maximizing ROI by concentrating budget where it was already demonstrating results.

This decision was made in the context of ^[1]'s broader paid search strategy and reflects a performance-driven approach to budget management.

Decision

Total spend: Unchanged. This was a reallocation, not a budget increase.

Rationale

The remarketing campaign had been consistently outperforming the Commercial Juicer campaign. Rather than continuing to fund an ineffective campaign, the team opted to concentrate available budget on the channel already delivering results. This approach avoids the risk of requesting additional client spend while still improving overall campaign performance.

Context

• Citrus America targets commercial buyers (grocery stores, food service, schools) — not consumers
• The remarketing campaign re-engages prior site visitors, a high-intent audience well-suited to Citrus America's longer B2B sales cycle
• The Commercial Juicer campaign was likely reaching a broader, less-qualified audience

Source

Discussed and approved during the ^[2].

Related

• ^[3]
• ^[4]
• ^[5]