Our Challenge
Growing a business in a
competitive market
Organic Bargains came to us with Google Ads account that really needed some love, but had clear room to grow. Spend had been relatively low for the supplements industry, and the account hadn’t been pushed to its full potential, particularly within Shopping where the product feed lacked optimisation.
Their goal was clear: increase revenue significantly while maintaining profit margins.
However, operating within the highly competitive UK vitamins and supplements space meant simply increasing spend wasn’t enough. The account structure and feed setup weren’t built to compete effectively, with poor product segmentation, limited optimisation, and budgets not aligned to performance. This made it difficult to scale confidently without sacrificing efficiency.
With growth as the priority, the challenge wasn’t just to improve performance, it was to rebuild the foundations of the account and product feed to compete at scale and unlock meaningful revenue growth.
Our Strategy
Rebuilding the account to
unlock scalable, profitable growth
To scale Organic Bargains effectively within a highly competitive UK vitamins and supplements market, the focus was not just on increasing spend, but on improving the underlying commercial efficiency of the account.
We rebuilt both the account structure and product feed to align with key business metrics including MER, contribution margin, and AOV, ensuring growth could be sustained profitably.
Fixing the foundations
We restructured the account to align spend with profitability, rather than just top-line performance.
Campaigns were segmented based on product performance, margin, and demand, allowing us to prioritise budget towards higher contribution margin products and categories.
This ensured that as spend increased, it was being allocated to areas that could sustain scale without eroding profitability.
Feed optimisation
We restructured the account to align spend with profitability, rather than just top line performance.
Campaigns were segmented based on product performance, margin, and demand, allowing us to prioritise budget towards higher contribution margin products and categories.
This ensured that as spend increased, it was being allocated to areas that could sustain scale without eroding profitability.
Scaling Through Smart Bidding & Value Signals
We implemented a Maximise Conversion Value strategy with carefully controlled target ROAS, aligned to contribution margin and overall MER targets.
Rather than optimising purely for ROAS, we focused on driving total account efficiency, allowing for:
- Strategic over investment in customer acquisition where justified
- Improved long term value through higher AOV and repeat potential
We reverse engineered the business unit economics to find out how to efficiently grow. This enabled us to scale spend confidently while maintaining control over overall profitability.
Regional & Margin Based Segmentation
With Organic Bargains operating across multiple EU regions, profitability varied significantly due to differences in shipping costs and fulfilment economics.
To address this, we introduced a more granular, region focused approach to campaign structure and budget allocation. Campaigns were segmented by geography, allowing us to optimise towards regions with stronger contribution margins while controlling spend in lower margin areas.
At the same time, we prioritised high margin SKUs within our structure, ensuring that spend was directed towards products that could sustain scale profitably.
This allowed us to move beyond a one size fits all approach, instead aligning performance with underlying commercial drivers. The result was a more efficient allocation of budget, improved overall MER, and the ability to scale revenue without compromising profitability.
The Results
Driving scalable growth across revenue,
volume & commercial efficiency
Organic Bargains saw a step change in performance following the restructure, with growth driven by both increased volume and higher value transactions.
- Revenue scaled by +186% YoY without compromising overall profitability
- +165% increase in conversions, unlocking significantly more volume
- AOV increased by +49.5%, driving more revenue per customer
- Maintained a strong MER of 4.88 despite a significant increase in spend
- Growth driven by high margin SKUs, improving overall contribution
Despite aggressive scaling, performance remained commercially strong. By aligning campaigns to contribution margin, product mix, and regional profitability, we ensured growth was driven by higher-quality revenue rather than just volume.
The Overview Conclusion
This restructure demonstrated that effective growth isn’t about chasing platform metrics, but about aligning paid media with the underlying economics of the business.
By focusing on contribution margin, product mix, and regional profitability, we were able to scale Organic Bargains aggressively while maintaining strong overall efficiency.
Rather than optimising for short term ROAS, the strategy prioritised sustainable, higher quality revenue, allowing the account to grow without compromising profitability.
The result was a shift from a limited, underutilised account to a scalable revenue driver capable of supporting long term growth.
