Turning Paula's Choice Into a 5.58x ROAS Account

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 — a common trap when ecommerce accounts chase volume without protecting margin. Campaigns were structured broadly, budget was spread thin across low-intent search terms, and Shopping feed data wasn't segmented by product performance.

The brief: grow ad spend responsibly while keeping return on ad spend at a level that actually justified the scale-up.

Rebuilding the account around margin, not just volume

Rather than a blanket budget increase, the account was restructured from the ground up:

• 01 Segmented the Shopping feed by product margin and historic conversion rate, so budget followed profit — not just traffic.
• 02 Rebuilt campaign structure to separate high-intent branded traffic from broader prospecting, preventing budget cannibalisation.
• 03 Layered in smart bidding with margin-aware target ROAS, adjusted weekly based on real conversion data.
• 04 Added negative keyword coverage to cut spend on low-intent, non-converting search terms.
• 05 Ran ongoing creative and ad copy testing to improve click-through rate without raising cost-per-click.

5.58x ROAS, sustained at scale

Over the 1 Jul – 17 Aug 2026 period, the rebuilt account delivered a verified 5.58x return on ad spend across £39.19K in spend — with volume (8.2K clicks, 2.73K conversions) growing alongside the return, not at the expense of it.