BACK TO ALL CASE STUDY
How Shoott Boosted Google Conversions by 33% and Lowered CPA by 22% with Pilothouse
About the brand
Shoott is a New York-based photography platform that connects customers with local photographers for high-quality, 30-minute photo sessions. Sessions are free to book, with payment only required after reviewing the digital gallery.
Popular among young women celebrating milestones like engagements, graduations, and family moments, Shoott operates in over 60 U.S. cities and has earned a 4.9-star average rating. After strong early growth on Meta, Shoott was looking to elevate performance on Google. That’s when they partnered with Pilothouse.
Summary of Results
+33%
YoY increase in Google-attributed conversions
-22%
Reduction in Google CPA
+26%
Meta Q1 YoY Spend
-10%
Meta Q1 YoY CPA Improvement
The Kickoff
When Shoott joined Pilothouse, they were already seeing success with Meta campaigns. Their internal team had handled Google but wanted to explore whether external support could unlock more scale and better cost efficiency.
Their Goals:
Drive year-over-year scale across channels
Reduce CPA while maintaining lead quality
Build net-new customer volume
Expand beyond seasonal performance peaks
Why Pilothouse?
Shoott wanted speed, structure, and strategic oversight, especially across performance marketing channels. After reading the DTC Newsletter and seeing our results, they reached out to put that theory into practice.
The Strategy
Seasonal Optimization
Capitalized "on demand" spikes around moments like Mother's Day and graduation.
Ensured that evergreen campaigns continued delivering outside of peak periods.
Location-Based Segmentation
Targeted campaigns by city to match Shoott’s 60+ market footprint.
Optimized budgets toward high-performing local markets.
Keyword Expansion & Optimization
Reallocated spend toward high-intent non-branded terms.
Ran keyword quality analysis to improve campaign efficiency and Quality Scores.
Branded Search Incrementality
Assessed branded campaign performance for true net-new value.
Shifted budget to the most incremental search opportunities.
Meta Performance Maintenance
Scaled Meta campaigns with creative refreshes
Managed efficiency while rebalancing channel mix (moving from 100% Meta to 50/50 Meta-Google split).
The Results
In Just 6 Months on Google:
+33% increase in Google-attributed conversions
22% drop in CPA
On Meta:
Q1 YoY: +26% spend → +40% conversions → -10% CPA
Shoott went from testing to scaling, without missing a beat on performance or profitability.
Conclusion
Shoott didn’t need a fix—they needed a framework for scaling smart. By segmenting via location, optimizing evergreen terms, and shifting toward incremental paid search, Pilothouse helped Shoott unlock new levels of growth on both Meta and Google.
