Stop Funding Every
Product Equally.

Revenue Was Ticking Over.
Profit Was a Different Story.

A UK e-commerce brand selling premium kitchenware was spending around £8,000 per month on Google Ads — predominantly Shopping and Performance Max — and seeing a headline ROAS that looked reasonable on paper. But their margins were under pressure, and they couldn't quite work out why.

The problem wasn't immediately obvious. Sales were coming in. The account appeared to be working. But nobody had ever properly analysed which products were actually driving profitable revenue — and which were consuming budget without ever returning it.

What the Audit Covered

The audit examined both the Google Ads account structure and the Google Merchant Centre feed in detail. The goal was to understand exactly where budget was going, what it was returning at the product level, and whether the campaign architecture was set up to optimise for profit rather than just revenue.

The Recommendations

The audit produced a prioritised action plan built around one central idea: treat different products differently. The key recommendations were:

• Segment top-performing, high-margin products into their own dedicated campaigns with ROAS targets calibrated to actual margin — not blended account averages
• Restructure the remaining catalogue into performance tiers, with budget weighted towards the segments showing the best return
• Rewrite product titles in Merchant Centre to include the attributes customers actually search for — improving relevance, click-through rate, and conversion quality
• Introduce product-level ROAS analysis as an ongoing practice, not a one-off exercise
• Review the Performance Max asset groups to ensure creative and product groupings were aligned to intent

The Outcome

The client had a clear, structured plan to implement — not a vague list of improvements, but a specific sequence of changes ranked by expected impact. The 60-minute walkthrough turned the written report into something they could act on immediately, and the 30 days of follow-up support meant they weren't left to figure it out alone.

For a £399 investment, they walked away with a fundamentally clearer picture of their account — and a roadmap to make their existing budget work significantly harder.