A UK home & lifestyle retailer had a Google Ads account that was spending steadily but unpredictably. We rebuilt it around profit, not clicks – and turned it into a channel the client could actually forecast against.
Client
Services
Platform
Headline result
The client’s Google Ads account was active and consistently spending — but performance moved up and down month to month with no clear pattern the team could act on.
Budget was spread across a wide catalogue with no clear separation between high-margin and low-margin products, so strong-performing lines were starved of budget while low performers kept draining spend on autopilot.
Reporting focused on top-line spend and revenue, which made the account look healthy on a dashboard while masking which specific campaigns and products were actually profitable.
We treated this as an account rebuild rather than an optimisation pass — the existing structure couldn’t surface the data needed to make good decisions, so we started from the campaign architecture itself.
01
Restructured campaigns around product margin tiers, so budget could be allocated by profitability rather than spread evenly across the catalogue.
02
Rebuilt conversion tracking and value-based bidding so Google’s own algorithms were optimising toward profit signals, not just conversion volume.
03
Ran continuous search-term and placement audits to cut wasted spend on traffic that was converting but not returning value.
04
Moved reporting from spend/revenue to a clear ROAS-by-segment view, so the client could see exactly where to scale next.
With the account rebuilt around margin and profit signal, spend became a lever the client could pull with confidence instead of a monthly guessing game.
£5.39M
Driven through a restructured Google Ads account built around product profitability.
8.3x
Achieved by shifting budget toward high-margin segments and cutting spend that wasn’t converting profitably.
Forecastable
Clear ROAS-by-segment reporting replaced top-line spend/revenue guesswork.
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