Took over an account running at 3.9x ROAS with £3.9K/month spend. Within two months we hit 8.87x ROAS at £13.8K/month.
Clicks
Conversion Value
ROAS
Ad Spend (from £3.9K)
The Challenge
This eCommerce client had been running Google Ads with another agency at a 3x ROAS with £3K/month in ad spend. The client brought us in with a specific goal: scale the spend as far as possible while hitting a minimum 5x ROAS.
The previous agency's account structure was messy - too many campaigns competing against each other, no proper audience segmentation, poor feed optimisation, and wasteful spend on low-converting search terms. Performance Max campaigns were running without proper asset group segmentation.
Our Strategy
We identified significant wasted spend on broad match keywords with no commercial intent, auto-applied Google recommendations that were actually hurting performance, and Performance Max campaigns cannibalising branded search traffic.
We rebuilt the product feed with optimised titles incorporating high-intent search terms, cleaned up product categories, and created custom labels to segment products by margin, price band, and performance tier.
We split Performance Max campaigns into distinct asset groups by product category, each with tailored creative assets, audience signals, and budget allocation.
We built out dedicated search campaigns targeting high-intent commercial keywords with tight ad group themes, strong ad copy with price and USP callouts, and proper negative keyword lists.
Rather than jumping from £3K to £10K overnight, we scaled in weekly increments - £3K → £5K → £7K → £10.6K - monitoring CPA and ROAS at each step.
The Results
Within two months, we had scaled spend from £3.9K to £13.8K per month - a 4.5x increase - while simultaneously improving ROAS from 3.9x to 8.87x. Conversion value went from roughly £11.7K/month to £94K/month. The client's revenue from Google Ads increased by approximately 910%.
Clicks
Conversion Value
ROAS
Ad Spend (from £3.9K)
Key Takeaways
With the right structure, you can spend more AND get better returns.
Half the wins came from stopping waste, not adding new campaigns.
Left unchecked, Performance Max will cannibalise your branded search and inflate your numbers.
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Strictly Beds and Bunks (strictlybedsandbunks.co.uk) - a UK eCommerce retailer specialising in beds, bunk beds, and bedroom furniture - had only ever run Facebook ads. We built their first Google Ads programme from scratch and the results spoke for themselves.
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