Launched AI to improve ROAS and operational efficiency

To drive stronger returns for a global QSR client, I implemented an AI-driven optimization strategy across DV360 and The Trade Desk. By combining smart bidding, tailored audience segmentation, and agile in-flight adjustments, we achieved an 18% lift in ROAS and sustained quarterly growth, proving that automation, when guided by the right strategy, delivers real performance.

S – Situation

A leading global QSR brand was experiencing inconsistent performance across its high-priority digital campaigns. Despite strong investment in media, returns were volatile, especially during promotional peaks, and there was a need to improve efficiency without compromising scale.

T – Task

My objective was to drive stronger, more stable returns on ad spend (ROAS) across DV360 and The Trade Desk by implementing a smarter, more scalable optimization strategy.

A – Action

I designed and deployed an AI-powered optimization framework that included:

Smart bidding strategies tailored to business outcomes
Audience segmentation based on real-time intent and performance signals
Agile in-flight adjustments through weekly performance reviews and optimization sprints
Close collaboration with DSP partners to test advanced automation and beta features

R – Result

This initiative delivered a +18% lift in ROAS across priority campaigns and consistent quarter-over-quarter growth, improving the client’s confidence in automated media buying and enhancing internal forecasting accuracy.

T – Takeaway

Automation is powerful, but only when paired with strategic oversight, rigorous testing, and platform fluency. This project showed how combining AI tools with human-led optimization can transform campaign performance at scale.