Our Challenge Reviving performance before peak season
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.
Our Strategy Rebuild the foundations and scale what works
To maximise performance ahead of peak, we focused on two key priorities: improving account structure and aligning spend with profitability.
Fixing the foundations
We began with a full account review to identify inefficiencies across campaign structure, bidding and budget allocation.
Campaigns were restructured to give clearer control over performance and allow budget to be directed toward the most profitable products and categories. At the same time, we worked closely with the brand to better understand their margins and profit thresholds, ensuring growth wouldn’t come at the expense of profitability.
This allowed us to build a structure designed to scale efficiently during peak demand, rather than simply pushing more spend through the existing setup.
Smarter budget allocation
Once the new structure was in place, we focused on directing budget toward the areas driving the strongest returns.
By aligning bidding and spend with product profitability and performance signals, we were able to increase efficiency while still capturing more demand during the busiest period of the year.
This approach ensured growth came from better optimisation and smarter allocation, not just increased spend.
The brand had demand. But the setup wasn’t allowing it to convert profitably.
The Results
Strong peak performance
across every key metric
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.
The Overview Conclusion
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.
“Our brand have worked with Sarah on paid search for years. We’ve always loved how passionate she is, and all of the ideas and insight she has brought to the table. We followed her to The Ad Lounge after working with her at a different agency, and now we have the added benefit of Cam too. They’ve helped restructure our ad account and get it to a really positive place, and the numbers are looking great. They’re super hands on, responsive, and knowledgeable. Thank you both!”
– Anna (Orelia)
