Orelia Jewellery came to us just before their most important trading period of the year. Performance had been declining throughout the year and the business needed to turn things around quickly ahead of Q4.

Their goal was clear: increase revenue during peak while maintaining profitability.

However, the account structure had become inefficient over time. Campaigns lacked clear segmentation, budgets weren’t aligned with product margins, and the setup made it difficult to scale efficiently during the most competitive period of the year.

With peak season approaching fast, the challenge wasn’t just to improve performance, but to rebuild the foundations quickly enough to unlock profitable growth during the busiest quarter.

To maximise performance ahead of peak, we focused on two key priorities: improving account structure and aligning spend with profitability.

From October to December (YoY) the impact of the changes were almost immediate:

• Revenue increased 17%
• Purchases grew 7%
• Average Order Value increased 11%
• ROAS improved 17%
• CPA decreased 6.5%

The result was significantly higher revenue and profitability whilst spending less than 1% more in ad spend.

Turning around performance before peak requires more than simply increasing budget.

For Orelia, growth came from improving the structure behind the campaigns, aligning spend with margins, and creating a setup designed to scale efficiently during high demand periods.

By rebuilding the account foundations and focusing on profitable growth, we helped the brand deliver 17% more revenue YoY without an increase in spend during their most important trading period.

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.

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.

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.

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.

We partnered with Tomfoolery in Q3 and it clearly needed some love. The structure was quite outdated with a focus on standard shopping campaigns with no custom labels and brand search was the backbone of the account, accounting for around 85% of the revenue.

The business wanted to shift more budget toward high-ticket items to increase AOV and adhere to their profit margins, and reduce investment in lower-ticket products. While that made sense in theory, it came with a few problems: Competition, price point, conversion rate and an outdated Google ads setup.

We took a phased and layered approach to regain efficiency and lay the groundwork for growth.

The impact of the changes was amazing after 2 months:

• • AOV increased by 6%

• • Total purchases grew by 49% year on year

• • Revenue rose by 58% year on year

• • 179% increase in revenue from non brand

• • CPC decreased 13% despite a 91% increase in clicks

By improving structure, creative and alignment with the customer journey, we helped this gorgeous jewellery brand unlock profitable revenue and growth at scale.

Scaling high-ticket products isn’t just about shifting more budget, it’s about matching intent with structure and improving user experience. In this case, the brand’s growth didn’t come from doing more, but from doing things better. By focusing on segmentation, feed accuracy, profit margins, and tighter campaign structure, we helped a stunning jewellery brand unlock 58% more revenue vs the previous year.

Operating in a highly competitive, price-driven pet food market, the brand was under constant margin pressure and competing in a race to the bottom.

Before working with us, several key challenges were holding performance back:

• Non-brand search was declining, limiting new customer growth

• CPAs were too high, eroding already thin margins

• Net profit sat below 5%, making scale unviable

• The Google Ads account lacked structure and control

• Product feed quality was limiting Shopping performance

• High spend, but low profitability and inefficient growth

• No paid social, leaving the brand overly reliant on search

The demand was there, but the setup wasn’t built to convert it profitably.

The impact of the changes was amazing in less than 2 months:

• 185% increase in conversion rate
• 79% reduction in CPA whilst increasing spend levels
• 22% increase in average order value (AOV)
• Net margin lifted from under 5% to 18%
• Ad spend scaled comfortably beyond the £10k+ range
• Non brand search returned to strong, profitable growth of 3.2 ROAS in the first month
• Non-brand search returned to strong, sustainable growth
• Meta already showing promising early new customer traction

Every brand hits a wall at some point, especially in competitive spaces like premium pet food. What mattered here wasn’t just the numbers, it was giving the client clarity, confidence and control again. Seeing their relief when CPAs fell, margins grew, and performance became predictable was one of the highlights of our work together. This case study is a great example of how a smarter Google Ads setup, improved product feed, and data led optimisation can completely reshape an ecommerce business in months, not years.