We already knew that Google Ads can be a great way to market Nail Polish Direct, based on some of their results in the near past. However, there were a few challenges that we faced when using this platform:

• Knowledge of the Industry: Our Operations team knows more about rocket science than nail polish. So, we had to put systems in place to understand the overall business of NPD.
• Going beyond the obvious sales: Working with NPD meant a 20% market recognition already with their ideal audience. However, the company has had ambitions to push further in the market. So, we had to come up with ways to reach new audiences that would be interested in the offering of NPD.
• Not to Waste Money: Another challenge unique to NPD, they were our 1st client whose problem was not spending; they only cared about what that spending brings back. So, we had to understand the business numbers of NPD, and make sure that we are always making beyond an acceptable return on investment.

To overcome these challenges, our Operations Direction, Taseer Ahmad, visited them every week for the 1st 6 weeks of us working together, cutting it down to once a month, with the leadership team also visiting Axies offices on a regular basis to discuss new ideas and targets. The rest of the process, in this case, came down to continually finding new opportunities in the market, both in the UK and internationally.