How a complete rebuild of paid media strategy — built around unit economics, not vanity metrics — drove a 300% revenue increase for a high-growth e-commerce rug brand.
The brand had a strong product and genuine demand — but their Google Ads account wasn't built to scale. Campaigns were broadly structured, bidding strategies weren't aligned to profitability, and there was no clear picture of which products were actually driving margin.
Budget was being spread too thin across too many product lines, with no segmentation by performance. The account wasn't telling a coherent story — and as a result, Google's algorithm couldn't optimise effectively.
"The account had the bones of something good — it just needed someone who understood both the technical side and the business fundamentals to unlock it."
Taking on the Head of PPC role, I started where every account should: the numbers. Before touching a single campaign, I mapped out the unit economics — margins by product category, average order value, customer acquisition cost targets, and lifetime value assumptions.
From there, I rebuilt the account from the ground up around what the data was telling us.
Within 12 months, the account was generating $4.5M in annual revenue — a 300% increase on where it had been. Crucially, this growth came with improving efficiency, not declining margins. By targeting higher ROAS at the campaign level, average CPA reduced even as total revenue scaled.
The brand finished the year in a fundamentally stronger position: more revenue, better profitability per customer, and a Google Ads account that was genuinely built to keep scaling.
Every account has untapped potential. Let's find out where yours is — and build a strategy to unlock it.
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