A Step-by-Step Guide to Losing Everything After Acquisition
-57%
Revenue Collapse
$2.25M to $971K
125K+
BSR Destroyed
From ~20K average
-93%
Views Collapse
100K/mo to 7K/mo
$0
Final Ad Spend
All campaigns archived
We managed this account for over 4 years. It got acquired by a private investor that took everything in-house. Their thinking? 'Why pay these guys +$5k/month when X software is less than $1k?' Well buddy... now you know.
Get loan. Buy account. Fire team. PPC in-house. A how-NOT-to guide.
New owner fired the advertising team that built PPC over half a decade
Fumbled with PPC internally for quarters then quit entirely
Made no bid changes since April
Archived all campaigns, ensuring no recovery
Brought spend to $0
This is not what we did. This is the step-by-step destruction manual of what the new owner did after acquiring a $2M+/year account.
Because you know better, right?
Dismantle the PPC setup built over half a decade
After failing at PPC for a few quarters, just quit it
No bid changes for months, archive all campaigns
Bring spend to $0. Damn the torpedoes.
Measured Results
4-year build, then destruction
Revenue
Before
$2.25M/year
After
$971K
BSR
Before
~20K average
After
125K+
Monthly Views
Before
100K average
After
~7K (July)
Net Profit
Before
+$1M per 2 years
After
Negative
Revenue from $2.25M to $971K. BSR from 20K to 125K+. Views from 100K/mo to 7K. The new owner replaced a $5K/month team with <$1K software. The savings cost them everything.
The Uncomfortable Truth
People learn more from the negative side of life. If we analyze all the moments that pushed us to action, we'll discover that most of them had heavy emotions attached.
The new owner replaced a $5K/month expert team with $1K software, losing years of optimization data that can never be recovered. Every bid adjustment, every negative keyword, every seasonal pattern we'd mapped over 4 years was wiped when they archived the campaigns.
A lesson that some damage is irreversible. Campaigns once archived are gone forever, along with the data, the rankings, and the market position they held. Revenue went from $2.25M to $971K, BSR from 20K to 125K+, views from 100K to 7K per month.
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This is what happens when you replace expertise With software and fire the team that built it. Let's make sure your acquisition succeeds.
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