$4.5M in annual revenue from a single account.

A brand with real potential, constrained by its account structure

The brand had a strong product and genuine demand, but the Google Ads account was not built to scale. Campaigns were broadly structured, bid strategies were not aligned to profitability, and there was no clear view of which products were actually generating margin.

Budget was spread thinly across too many product lines with no segmentation by performance. The account was not telling a coherent story, and as a result Google's automated bidding could not optimise effectively.

Start with the numbers, then rebuild

Taking on the Head of PPC role, I began where every account should: the commercial data. Before touching a single campaign, I mapped the unit economics — margins by product category, average order value, customer acquisition cost targets and lifetime value assumptions.

The account was then rebuilt from the ground up around what that data indicated.

• Granular product segmentation, separating top-performing SKUs from broad catalogue campaigns so budget could be directed precisely
• Audience refinement and exclusion lists to concentrate spend on the highest-intent buyers
• Revised ROAS targets by product category, tied to actual margin rather than revenue alone
• Dynamic retargeting with creative matched to purchase-intent stage
• Seasonal budget modelling to concentrate spend in peak demand windows
• Continuous A/B testing across ad copy, landing pages and bid strategies

Growth with improving efficiency

Within twelve months the account was generating $4.5M in annual revenue — a 300% increase on its starting position. Critically, this growth came with improving efficiency rather than declining margin: by targeting higher ROAS at 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 an account structured to continue scaling.