This case study is a reminder of how effective PPC optimisation can drive fast, measurable results.
This supplements brand came to us with campaigns that had been running for months but were bleeding money. ACOS was sitting at 133% - meaning they were spending £1.33 on ads for every £1 in revenue. The campaigns were generating sales, but at a massive loss. The account had potential, but without the right structure and strategy, every sale was costing them money.
Within two weeks of taking over the account, we didn't just increase revenue - we made it profitable. Within three months, we'd completely transformed their advertising performance.
The Outcome:
In the first 2 weeks:
✅ 52% increase in PPC revenue (from £2.3k to £3.5k)
✅ 32% drop in ACOS (from 133% to 101%)
✅ 76% increase in Ad impressions
In 3 months:
✅ 169% increasein monthly PPC revenue (from avg. £4k to £10.9k)
✅ 48% drop inACOS (from 133%to 85%)
2 Weeks Before:
2 Weeks Later:
In 3 months:
Strategies we implemented:
The existing setup was fundamentally flawed. Products were lumped together without strategic targeting, budgets were allocated arbitrarily rather than based on performance data, and hundreds of pounds were being wasted monthly on search terms that would never convert. The campaign structure couldn't support profitable growth—it needed to be torn down and rebuilt from scratch.
✔️ Campaign structure
With the right campaign structure in place we can more effectively optimize bids and budgets, that enable us to scale up efficiently.
We set up separate campaigns for every product, which are further split by,
- Targeting levels (from related to highly relevant)
- Match types (Broad and/or Broad modifier, Phrase and Exact)
- Target density (breaking down campaigns further into multiple sub-campaigns to ensure less than 30 targets). It’s backed by our study that showed campaigns with fewer than 30 targets achieve superior ad exposure and control.
This restructure gave us surgical precision over budgets and bids for each product, ensuring every pound was allocated based on actual performance, not guesswork
✔️ Top of search (TOS) visibility
We analyzed the placement data and discovered a critical insight: top of search placements were delivering significantly higher conversion rates despite higher CPCs. This meant lower ACOS overall.
- Built dedicated high-performance campaigns focused exclusively on top-converting, highly relevant keywords
- Set aggressive bids specifically to dominate those premium placements
- Captured more of the highest-value traffic while improving efficiency—the results were immediate
✔️ Identifying and minimizing wasted spend
Our deep analysis revealed approximately £500 wasted Ad spend, being burned on underperforming search terms. We took decisive action:
We saved it to reinvest on the right strategies. This helped get additional spend amount as well as reduce ad costs (ACoS).
✔️ Optimized bids
We implemented a rigorous optimization process to keep bids competitive without overpaying:
• Regular manual bid adjustments based on performance data and competitive landscape changes
• Deployed dynamic bidding strategies for real-time adjustments based on conversion likelihood
• This active management kept us ahead as market dynamics shifted throughout the quarter
✔️ Complete Marketing Funnel
- Leveraging all ad type, we set up a comprehensive Ad funnel.
- We set up campaigns at every stage of the customer journey. Broader awareness campaigns at the top brought in new audiences, while retargeting campaigns converted warm traffic at much better ACOS.
✔️ Weekly Optimization
We didn't just set things up and leave them—we optimized every single week:
• Ran weekly search term audits to find new opportunities and cut new waste
• Focused on finding the keywords that drove profitable growth, not just volume
• Made small improvements consistently that added up over time
• This ongoing work kept performance getting better month after month
The turnaround happened fast because we knew what to fix and executed quickly. By three months in, this account had gone from losing money to generating nearly 3x the revenue at nearly half the ACOS. The brand was now profitable and ready to scale during peak seasons without burning through cash.
When campaigns are failing, small tweaks won't cut it. It takes the right strategy and decisive execution.