Case Studies

Spend was climbing, but returns weren't keeping pace

Paula's Choice needed to scale Google Ads spend for a competitive skincare catalogue without letting ROAS slide. Campaigns were structured broadly, budget was spread across low-intent search terms, and Shopping feed data wasn't segmented by product performance.

Rebuilding around margin, not just volume

• 01 Segmented the Shopping feed by product margin and conversion rate, so budget followed profit.
• 02 Separated high-intent branded traffic from broader prospecting to stop budget cannibalisation.
• 03 Layered in smart bidding with margin-aware target ROAS, adjusted weekly.
• 04 Added negative keyword coverage to cut low-intent, non-converting search terms.
• 05 Ran ongoing ad copy testing to lift click-through rate without raising cost-per-click.

5.58x ROAS, sustained at scale

Across 1 Jul – 17 Aug 2026 the account delivered a 5.58x return on £39.19K spend, with volume growing alongside the return rather than at its expense.

High traffic, but purchase cost was creeping up

Click volume was strong across Shopping and Search, but cost per purchase was rising as the catalogue grew — budget was spread across too many products and search terms without enough signal to show Google what actually converted.

Tightening the feed and the targeting

• 01 Split the Shopping feed into performance tiers, separating best-sellers from long-tail SKUs.
• 02 Tightened audience targeting on Search to focus spend on higher-intent segments.
• 03 Cleaned up product titles and attributes to improve matching accuracy.
• 04 Refined conversion tracking so purchase data feeding the algorithm was accurate.
• 05 Adjusted bids weekly based on cost-per-conversion trends by product category.

940 purchases at $18.09 each

From 28K clicks and $17K in spend, the account delivered 940 purchases at an $18.09 cost per conversion — lower acquisition cost with purchase volume intact.

Clicks were coming in, but calls weren't consistent

Star Plumbing needed a Search campaign that reliably turned local searches into phone calls on a fixed £200 daily budget — not just traffic. Without tight control over which searches triggered ads, budget risked going to browsers rather than people who needed a plumber now.

Built around intent, not impressions

• 01 Structured the campaign around high-intent, service-specific terms like emergency plumber and blocked drain.
• 02 Added call extensions and click-to-call ad copy so searchers could reach the phone in one tap.
• 03 Applied negative keywords to cut DIY and job-seeker searches.
• 04 Scheduled ads around working hours so budget wasn't spent on searches that couldn't be answered.
• 05 Reviewed call volume against spend weekly to keep cost per conversion stable.

300 phone call leads at £38.12

Between 28 Aug and 28 Sep 2026, a £200 daily budget delivered 1.2K clicks and 300 phone call leads from 30K impressions — a predictable cost per lead Star Plumbing could plan growth around.

Enquiries needed to be high-volume and affordable

Legal keywords are among the most competitive and expensive in Google Ads. Without a tightly managed mix of Search and Local Services Ads, cost per lead could easily spiral beyond what the firm could sustain at scale.

Search and Local Services Ads, built for ROI

• 01 Ran Local Services Ads alongside Search so the firm appeared at the top for "near me" legal searches on a pay-per-lead basis.
• 02 Segmented Search campaigns by practice area so budget and bids could be tuned per service line.
• 03 Implemented call tracking to attribute every enquiry to its campaign and keyword.
• 04 Built strong negative keyword lists to filter out job-seekers and unrelated legal searches.
• 05 Reviewed cost per conversion weekly by practice area and shifted budget to the best performers.

2.5K phone call leads at £15.67

From 1 Aug to 1 Sep 2026, 8.2K clicks and £39.19K in spend generated 2.5K phone call leads at £15.67 each — making legal client acquisition predictable and scalable.