Case Study: The Pistol | How The Pistol Boosted ROAS by 47% and Drastically Reduced Manual Campaign Work with Shirofune

In today’s fast-paced digital advertising landscape, marketing agencies face increasing pressure to deliver measurable outcomes while juggling complex, multi-platform operations. For The Pistol—a full-service digital marketing agency based in Australia,this challenge became particularly pressing. With a growing client base across e-commerce, retail, and financial services, the agency found that excessive manual campaign management was pulling resources away from higher-value strategic work.

To boost operational efficiency without sacrificing performance, The Pistol evaluated a range of solutions—from offshoring to internal process restructuring. Ultimately, they found their answer in Shirofune, an advertising management platform built to streamline campaign operations through automation and centralized reporting. Backed by a robust pilot program and hands-on support from the Shirofune team, The Pistol began a transformation that reduced manual workload and unlocked measurable performance improvements.

This case study explores how The Pistol used Shirofune to eliminate operational bottlenecks, cut campaign management time, and enhance client outcomes—freeing up their team to focus on delivering long-term strategic value.

Built on a commitment to delivering measurable outcomes, The Pistol has grown into a full-service digital marketing agency with deep expertise in paid media strategy, creative execution, and web development. Headquartered in Melbourne, the agency employs around 40 professionals and supports a diverse B2C client base—including e-commerce retailers and financial service providers such as superannuation funds.

At the core of the agency’s operations is the client services team—known internally as 'the hub'. This team owns client relationships while connecting with the agency’s creative, strategy, and technology arms as needed. Together, these integrated teams deliver end-to-end digital solutions that go beyond ad performance, from building compelling creative for social and search campaigns to enhancing clients’ digital infrastructure through proprietary development capabilities.

Two key figures led the adoption of Shirofune at The Pistol: David Lee, Head of Integrated Media, and Laura Sheppard, Senior Account Manager.

David leads the agency’s integrated media strategy and oversees partnerships, ensuring alignment across channels and platforms. His dual mandate includes evaluating emerging media platforms that could benefit clients and managing long-term partnerships that align with broader business goals—Shirofune being a standout example. His role demands a balance of strategic insight, commercial viability, and long-term compatibility.

“Ultimately, it's about producing measurable results for our clients. That's the foundation of our mission at The Pistol.”

— David Lee, Head of Integrated Media

While David focuses on long-term strategy, Laura is deeply embedded in day-to-day client operations. She manages campaign execution across platforms like Facebook, Google, and TikTok—ensuring every activation delivers real performance outcomes. Laura also plays a central role in onboarding new tools, including Shirofune, bridging the gap between strategic vision and tactical execution.

“I'm approximately 95% client-focused. While I collaborate closely with David to leverage partnerships, my daily priority centers on ensuring campaigns launch effectively and generate meaningful impact.”

— Laura Sheppard, Senior Account Manager

The Pistol intentionally partners with clients whose success metrics are closely tied to measurable outcomes—such as online conversions or lead generation. The agency thrives in environments where campaign efforts can be directly linked to bottom-line impact—a philosophy that aligns seamlessly with Shirofune’s emphasis on efficiency and performance-driven automation.

The Pistol faced a challenge common across the digital advertising industry: too much time spent on manual operations, and not enough on strategic thinking. For junior staff—account coordinators and executives—managing campaigns across Facebook, Instagram, TikTok, and Google Ads demanded hours of setup and monitoring, often yielding limited perceived value for clients.

“Those junior roles were investing substantial time within the platforms—setting up campaigns, monitoring performance, adjusting bids—but the reality is, our clients don't perceive that as the primary value we deliver. They expect us to think strategically, to advance their marketing objectives, not execute repetitive manual tasks.”

— David Lee, Media Director

This imbalance created both operational and commercial pressure. While the agency needed to bill for time spent on execution, clients increasingly expected strategic guidance—not just tactical delivery.

The problem was compounded by the lack of an integrated ad management solution. Teams had to work natively within each platform, constantly switching contexts, duplicating work, and struggling to maintain a unified view of performance.

Although Amazon Ads wasn’t a core focus, the pain points mirrored what the team experienced across platforms.

“Whether it's Amazon or Facebook, the pain points remain consistent. You're constantly required to monitor campaign performance manually. It's simply not sustainable.”

— David Lee

The Pistol had reached a tipping point. Their current approach was labor-intensive, hard to scale, and increasingly misaligned with what clients valued most. They needed a solution that could free up time, eliminate inefficiencies, and shift their focus back to delivering strategic impact.

With rising operational inefficiencies and growing pressure to deliver strategic value, The Pistol needed a solution that could integrate smoothly into their workflows while significantly reducing manual overhead. 

They found their answer in Shirofune—an advertising management platform that offered not just automation, but intelligent optimization designed to enhance service delivery across client campaigns.

The implementation journey unfolded in two key phases: first, building trust through a risk-free pilot program; second, executing a deliberate rollout that prioritized team confidence and client results. 

This phased approach played a critical role in transforming The Pistol' operations and repositioning the agency as a more strategic partner to their clients.

The Pistol was introduced to Shirofune through a trusted industry connection. Cam, a local consultant with a long-standing relationship with the agency’s CEO, reached out to recommend the platform. He outlined how Shirofune could directly address the operational challenges the team had been struggling with—particularly the time-intensive, manual nature of campaign management and the inefficiencies of working natively within each ad platform.

“Cam approached us and explained he was collaborating with Shirofune. He provided a comprehensive overview of the platform’s capabilities, and it immediately captured our attention because it aligned precisely with the operational challenges we were attempting to resolve.”

— David Lee

To assess its fit, the Shirofune team delivered an in-depth demo and proposed a no-risk pilot program. Over the course of two to three months, The Pistol tested the platform across multiple client accounts spanning different industries. The trial model was especially compelling, given the agency’s past experiences with vendors that often overpromised and underdelivered.

“Numerous platforms claim they can resolve your operational challenges,” David noted. “But Shirofune actually let us trial the solution on live accounts before asking for any commitment. That made our decision remarkably easy.”

Before Shirofune, The Pistol had not adopted any third-party ad management solutions. Instead, they had tested offshore outsourcing as a potential fix—but quickly discovered its limitations.

“Offshore teams still required extensive guidance and oversight. Without integration into our existing workflows, they couldn’t operate independently. In the end, it took more of our time—not less.”

— David Lee

It became clear that true efficiency wouldn’t come from outsourcing, but from enabling the internal team with the right tools. With Shirofune, The Pistol found a partner that seamlessly fit into their operations and freed the team to focus on what mattered most: delivering strategic impact.

The Pistol took a carefully phased approach to implementing Shirofune. Rather than deploying it across the agency all at once, they strategically selected four to five client accounts from different industries—e-commerce, retail, and financial services—to serve as test cases. This deliberate pilot structure allowed the team to evaluate the platform’s performance across a range of use cases and client expectations.

Laura Sheppard, Senior Account Manager, led the onboarding process and emphasized the value of early support from the Shirofune team in building internal confidence.

“We received exceptional support from the outset. The Shirofune team guided us through every phase of the implementation. We held weekly calls, did detailed walkthroughs, and participated in hands-on training sessions. That level of support helped us fully understand how to use the platform and set realistic expectations”

— Laura Sheppard, Senior Account Manager

As with any major system transition, initial challenges surfaced. One of the most significant adjustments involved shifting away from long-standing manual processes. 

The team had grown accustomed to managing budget pacing and campaign optimizations directly, so moving toward automation required a meaningful change in mindset and operational habits. In the early stages, the team approached this shift cautiously, recognizing the need to build confidence gradually through hands-on use.

During the rollout, the team focused on internal validation and closely monitored performance across the pilot accounts. Over time, even the more skeptical team members began to see the benefits. A breakthrough moment came when one account manager realized she could instantly export detailed campaign reports from Shirofune.

“She was absolutely thrilled—it saved her a lot of time. More people are starting to see the power of integrated reporting. Once we begin using the forecasting features more, I expect even more enthusiasm.”

— Laura Sheppard

By centralizing campaign data and eliminating the need to switch between platforms, Shirofune streamlined The Pistol’ day-to-day operations. What had once been a fragmented, labor-intensive process became far more efficient and transparent—giving the team more room to focus on strategic thinking and performance outcomes.

The true value of any marketing technology isn’t measured by its promise—but by its proven impact on performance and operational efficiency. For The Pistol, the shift to Shirofune delivered on both fronts. It validated a strategic decision while fundamentally reshaping how the agency manages campaigns and delivers value to clients.

As The Pistol began migrating more client accounts onto Shirofune, the results quickly validated the agency’s decision. Laura Sheppard, who led many of the early implementations, reported measurable performance improvements across key marketing metrics.

“We saw a 47% increase in ROAS and a 10% drop in CPA—without changing creative or increasing spend. What impressed us most was that these results came from small, automated optimizations we didn’t have the capacity to manage manually.”

— Laura Sheppard

What stood out to the team was that these gains weren’t driven by sweeping adjustments, but by subtle, day-to-day optimizations that would have been difficult to sustain manually. Shirofune handled them automatically, allowing the team to focus less on tactical execution and more on strategic planning.

These early wins reinforced confidence in the platform and set the stage for broader adoption. The benefits went beyond just ROAS and CPA—they reshaped how the team approached performance management, making space for more strategic and scalable work.

Beyond improved performance metrics, one of the most transformative impacts of Shirofune has been the way it changed The Pistol’ day-to-day ad operations. Before adopting the platform, the team manually allocated media budgets across top-, mid-, and bottom-funnel campaigns each month—a time-consuming process that required constant adjustments based on performance.

That changed entirely once Shirofune was in place.

“Now, instead of manually assigning budget buckets, we just input the total budget and let Shirofune distribute it where it performs best. It freed up so much brainpower.”

— Laura Sheppard

This shift wasn’t just about saving time. By removing the burden of repetitive budget allocation and rebalancing, the team could redirect its energy toward strategic planning, campaign experimentation, and deeper client engagement. Additional client spend was no longer a logistical headache—but a chance to scale outcomes without added operational strain.

Today, around 80% of The Pistol’ clients are managed through Shirofune—a clear sign of the platform’s operational value. The time saved has allowed the team to expand campaign cadences, refine strategic roadmaps, and focus more deliberately on long-term growth.

“Shirofune takes care of the optimizations. We focus on the bigger picture.”

— Laura Sheppard

Ultimately, the platform has helped The Pistol reclaim both time and mental bandwidth—resources they now reinvest in smarter, more strategic work for their clients.

As The Pistol continues to optimize its digital marketing operations, the agency is positioning itself to take full advantage of Shirofune’s evolving capabilities—while also advancing more sophisticated ways to engage clients. This forward-looking approach reflects not just a commitment to technology, but a deeper shift in how the agency defines and delivers value.

Among Shirofune’s upcoming features, forecasting functionality is generating particular excitement at The Pistol. For a team that values data-informed decision-making, this capability promises a new level of precision and predictability in campaign planning.

“We’re genuinely excited about what forecasting will bring,” said Laura Sheppard. “It’s the kind of tool that will let us plan with more confidence and help clients allocate their budgets more effectively.”

The agency is also keeping a close eye on Shirofune’s expansion into programmatic advertising. David Lee, who oversees media partnerships, sees this as a natural next step in delivering more integrated strategies. Shirofune currently offers an integration with DV360 (Display & Video 360) for cross-channel ad campaign control. This integration allows advertisers to centrally manage and optimize campaigns across search, social, and programmatic channels from a unified dashboard. 

Additionally, Shirofune plans to offer further integrations with platforms such as Amazon DSP and The Trade Desk.

“If Shirofune can expand beyond social and search into programmatic, that would open the door for truly omni-channel planning across our client portfolio” 

As The Pistol looks ahead, these enhancements signal not just new capabilities—but new ways to deepen strategic value across every client engagement.

Beyond technology, The Pistol is also evolving the way it defines success with clients—shifting conversations from short-term metrics like ROAS and CPA to more strategic indicators such as customer lifetime value (LTV). 

While David Lee acknowledges the challenges of this transition, especially for clients bound by annual budget cycles, he sees it as essential to long-term growth.

“As an agency, we’re fully committed to LTV-focused strategies. We encourage clients to adopt this mindset, though not all are there yet. It requires both stronger data infrastructure and more mature strategic thinking.”

Despite the hurdles, the agency continues investing in brand-building initiatives and sentiment-driven campaigns—confident that these efforts will compound over time to improve acquisition efficiency and retention.

When asked to reflect on the implementation journey, Laura Sheppard described it simply:

“It’s been a rollercoaster—but an exceptionally impressive one.”

David credits the platform’s success not just to the technology itself, but to the level of partnership Shirofune offered.

“The turning point was the support. Without that hands-on onboarding and consistent guidance, I don’t think the transformation would’ve worked. Their commitment made all the difference.”

Looking ahead, The Pistol sees Shirofune as more than a tool—it’s a strategic partner helping the agency reimagine campaign management, redefine success metrics, and unlock sustainable growth.