Our Challenge A plateauing account with rising CAC for new customers.
A well established UK fashion brand approached us with a clear ask:
“Our ads are performing okay, but we need stronger margins, better performance, and a strategy that actually scales.”
Despite already seeing decent monthly revenue, the brand’s growth had stalled. Their Google Shopping feed wasn’t optimised to the level it required, the account structure was using multiple strategies and needed a restructure fast and profitability was being chipped away by inefficiencies. They needed fresh thinking, and fast.
Our Strategy Cut waste, fix the foundations and optimise towards new customer growth.
1. Cutting wasted ad spend
We began with a full account audit across both Google and Meta, identifying areas that have been an achilles heel on performance. Unused budget from the poor performing campaigns were reallocated to maximise efficiency and push budget into top performing areas whilst we worked on the restructure.
2. Fixing feed issues
The recurring Google Shopping feed errors were a silent killer. We worked with the client’s tech team to stabilise and streamline the feed, ensuring product data synced consistently and accurately. We then did the same for Meta and tested all ad formats to understand what resonated with the audience at what point in the funnel.
3. Restructuring for scale
Google Ads: We simplified and consolidated the overly segmented account for clearer performance tracking and improved learning. The focus here was to have the account setup based on product type given AOV and profit margins were quite similar. We also wanted this level of visibility to help with seasonal products.
Meta: We restructured campaigns to focus on the brand’s strong social following, leveraging warm audiences and high intent audiences. This restructure was performance based, focusing on best sellers, new in, trending etc.
The Results 51.8% YoY revenue increase
We rolled out changes in phases to allow algorithms time to adapt, without performance dropping off a cliff. Within weeks, the impact was clear:
- 67.7% increase in revenue Q4 YoY on Meta
- 78.7% increase in purchases whilst only seeing a 6% drop in AOV on Meta
- 5.8% increase in revenue Q4 YoY on Google whilst spending 23.6% less
- 28.5% increase in revenue Q4 YoY across all sources
- 51.8% increase in revenue Q4 YoY from paid
By cutting waste and building a strategy that amplified what was already working, we helped this brand break out of stagnation and into scale.
Conclusion From okay to outstanding
Strong brands shouldn’t settle for “just okay” performance. With the right structure, strategy, and ongoing optimisation, even high-performing accounts can unlock new levels of profitability.
“A pleasure to work with Cam and the team successfully managed our paid search channels, providing both growth and efficiency across the campaigns. A pleasure to work with, they really felt part of our team rather than an external agency and are clearly passionate about what they do for their customers.” – Richard (Pink Boutique)
