A changing product range creates a distinct challenge for secondhand retail. Advertising needs to attract shoppers while remaining relevant to what they can actually buy. That requires attention to both campaign performance and the way product advertising is delivered.

Bluewave managed and reviewed Google Ads and Meta activity, connecting channel delivery with regular performance reporting. The work considered traffic, attributed sales and acquisition efficiency alongside the practical requirements of promoting changing stock.

Adjustments to the Meta ad-serving window addressed inventory freshness, bringing an operational consideration directly into campaign management. This reflected a broader responsibility to consider the experience after the click as well as the advertising itself.

The contribution combined oversight with hands-on problem solving: reviewing where marketing investment was going, interpreting the response and identifying delivery changes that supported product relevance.

This approach connected the advertising platforms with the commercial and operational context of the retailer, providing a more useful basis for ongoing marketing decisions.

Retail acquisition strategy, cross-channel oversight, ecommerce performance analysis and operationally informed campaign management.