A premium UK bathroom furniture retailer with a best-in-class product line and a Google Ads account going nowhere. We restructured it around profit, boosted ROAS by 146%, and set it on course for the £100K month it was built to hit.
Unfocused campaign structures, inconsistent creative testing and broad audience targeting meant wasted spend, low ROAS and low revenue. The account was spending without a system.
The goal: restructure the Google Ads account, hit a ROAS of 4 to 6, and drive £100K+ in monthly ad-driven revenue.
Cleaned up the account and grouped campaigns into top, middle and bottom funnel stages so every pound had a purpose. Fresh Search, Brand and Performance Max campaigns; Shopping split into hero-product and category buckets.
Aspirational bathroom imagery paired with concise, benefit-driven copy. RSAs and PMax assets aimed at high-intent shoppers. Quick A/B tests killed what did not resonate and scaled what did.
Added audience signals: site visitors, cart abandoners, top purchasers. Built sharper segments for Search and Shopping, refined keywords and expanded into high-intent search terms.
Budgets ramped methodically on proven winners. Shopping segmented further into hero products and high-margin categories. First £50K+ month at ~5 ROAS, climbing to £75,955 at 5.31 ROAS.
A weekly and monthly playbook: bid tuning, keyword expansion, new creative tests, dynamic remarketing. The ads never go stale and ROI holds, season after season.
Live Shopify data: January 17 to April 30, 2025, measured against the previous period, October 5, 2024 to January 16, 2025.
The account rebuild and creative refresh came before any budget increase, so conversion rate and order volume were already climbing when spend ramped up.
Scaling only happened on proven winners: first £50K+ month at ~5 ROAS, then £75,955 at 5.31 ROAS without losing efficiency.
10% of customers bought again within 1 month and 8.31% after 3 months. Early lifetime value built into the account structure.
The full document with every chart, screenshot and phase detail. Or skip ahead: get the same teardown done on your own account, free.