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 and boosted ROAS by 146%.
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.
Same-period comparison from the live Shopify and Google Ads data in the full case study.
Phases 1 and 2 alone delivered a 33% lift in conversion rate and 38% more conversions before scaling budgets.
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.