SupplyBunny — 4-Week Digital Ops Sprint
Client: SupplyBunny — B2B wholesale grocery e-commerce
Engagement: 4-week intensive audit and execution sprint
Channels: Google Ads, Meta Ads, Mailchimp, GA4, Admin Panel
The Challenge
SupplyBunny had all the ingredients of a strong B2B e-commerce business — a growing base of HORECA buyers, a catalog of thousands of wholesale food products, and steady organic search traffic. But its digital marketing infrastructure wasn't keeping pace.
Campaigns running on autopilot, spend leaking to low-intent channels, and an email list that had effectively gone dark. Nearly 90,000 historical email contacts — but the active list had collapsed to under 1,000 subscribers, with no campaigns sent in months. Google Ads was spending across four campaign types, but there was no visibility into which channels were driving revenue versus burning budget.
The brief was simple: find the waste, fix what's broken, and build a repeatable operating rhythm — all within 30 days.
What We Did
1.Full-Channel Audit — Week 1
5-layer diagnostic across every active marketing channel. Key findings:
- Ad spend leaking outside the service area — campaigns serving nationally/internationally despite delivery radius limited to Klang Valley
- Lowest-performing campaign (DSA) consuming most budget — CPA over 10x account average
- Email effectively dead — active list under 1,000, no domain auth (DKIM/SPF/DMARC), no campaigns sent
- No ecommerce data layer — GA4 had no revenue/transaction visibility, Smart Bidding running blind
2.Waste Elimination — Weeks 1–2
- Geo-targeting locked to Selangor and KL, six countries excluded
- DSA campaign paused, budget reallocated to highest-performing campaign
- Zero-conversion test campaign killed
- Negative keywords deployed blocking irrelevant search terms
- Geo-expansion tested (Johor, NS, Pahang) — two showed zero impressions, third unsustainable CPA, all paused
3.Budget Reallocation — Weeks 2–3
- Brand Search budget increased ~70% using freed funds — no net spend increase
- PMax brand cannibalization fixed with brand exclusion keywords
- Device bid adjustments — desktop converting at ~5x mobile efficiency
4.Email Channel Resurrection — Weeks 1–3
- Domain authentication completed (DKIM, SPF, DMARC)
- ~9,000 viable addresses recovered from ~90,000 archived contacts (10x the active list)
- Welcome automation reactivated
- 5 campaigns sent in 30 days including Ramadan campaign and dormant buyer re-engagement
- Zero unsubscribes across all campaigns
- Re-engagement CTR ~25% above account average
5.Meta Ads — Foundation Laid
- Meta Pixel reactivated (inactive since late 2025), purchase event tracking configured
- Campaign objective upgraded from traffic to conversion-optimized
- Early signals: above-benchmark CTR, below-benchmark CPM
Results After 4 Weeks
Blended CPA
−35%
Brand SEM CPA
~70% below blended average
Ad spend waste
Near-zero (from significant)
Cart-to-checkout
~14% → ~36% (+2.6x)
Active email subscribers
Under 1,000 → ~1,500 + ~9,000 re-engagement pool
Email campaigns sent (prior 90 days)
0 → 5
Domain authentication
Not configured → DKIM + SPF + DMARC live
Meta Pixel
Inactive → Purchase tracking live
All improvements achieved with no increase in total ad spend.
AI-Driven Discovery — A Growing Channel
From GA4 30-day data:
- AI referral traffic (ChatGPT + Gemini) achieving ~10% conversion rate
- Outperforming Organic Search (~7% conv rate) and Direct (~1% conv rate)
- ~6 AI-referred sessions per day — zero-cost, high-intent visitors
- SupplyBunny already surfacing in LLM responses — likely due to niche positioning and indexable product pages
The Approach
This wasn't a traditional agency retainer. It was a high-frequency operating sprint:
Daily data pulls across all channels via API integrations
Cross-channel synthesis after every data refresh
Action specs, not slide decks — campaign IDs, API calls, budget amounts, expected impact
Live dashboard tracking every action from recommendation through execution to measured result