From £12k to £67k/mo revenue.

The Challenge

A UK fashion brand with a Google Ads account haemorrhaging money. Revenue plateaued at £12,000 monthly despite £8,000 ad spend — a 1.5x ROAS barely breaking even after margins. The previous agency had built 40+ bloated campaigns with no negative keyword strategy, Shopping campaigns running on a single catch-all feed, and broad match keywords sending traffic to unoptimised category pages.

The brand was ready to abandon Google Ads entirely. They gave us 90 days to prove the channel could work.

The Strategy

Phase 1: Stop the Bleeding (Weeks 1-3)

Our audit revealed 62% of spend going to non-converting search terms. We paused underperformers, built comprehensive negative keyword lists from 6 months of search term data, and restructured from 40+ campaigns down to 12 tightly themed campaigns with proper intent mapping.

Phase 2: Restructure for Profit (Weeks 4-8)

We rebuilt the Shopping feed with tiered segmentation — high-margin bestsellers in a priority campaign with aggressive bids, mid-range products in standard campaigns, and low-margin items in a conservative catch-all. Search campaigns were restructured around buyer intent: branded, product-specific, and category terms each got dedicated campaigns with tailored ad copy and landing pages.

Phase 3: Scale What Works (Months 3-6)

With a profitable foundation, we layered Performance Max for new customer acquisition, built dynamic remarketing for cart abandoners, and ran systematic A/B testing across copy, landing pages, and bid strategies. We also worked with their dev team on site speed and checkout flow improvements.

The Results

Within 6 months, monthly revenue grew from £12,000 to £67,000 — a 458% increase — while ad spend only rose from £8,000 to £13,000. ROAS improved from 1.5x to 5.2x, making Google Ads the most profitable acquisition channel. Wasted spend was cut 62% in month one. Restructured Shopping accounted for 70% of total revenue, and remarketing recovered an additional £8,000 monthly in abandoned cart revenue.

Key Takeaways

• Account structure matters more than budget. Same spend produced dramatically different results with proper campaign architecture.
• Shopping feed segmentation by margin and performance is essential for e-commerce profitability.
• Eliminating waste is often more impactful than adding new campaigns. The 62% waste reduction in month one funded profitable growth.
• Dynamic remarketing is not optional for e-commerce. It recovered revenue that was otherwise walking out the door.