The challenge
Paid media gets harder as budgets scale: higher CPCs, audience saturation, weaker conversion quality, rising acquisition cost and falling ROAS. Deploying more than £1M of annual advertising budget wasn't the difficult part, maintaining profitable acquisition while doing it was.
What we did
- Managed performance against four commercial KPIs: revenue, ROAS, orders and cost of acquisition.
- Made every campaign decision on commercial performance rather than vanity metrics.
- Continuously managed search terms, audiences, creative, bidding and budget allocation as budgets scaled.
- Tracked landing page performance, conversion quality and revenue attribution to protect economics, targeting maximum profitable spend rather than maximum spend.
The results
- £4.51M revenue from £1.23M spend, a 3.67 blended ROAS across 760 orders.
- Roughly £1,617 average CPA and £5,932 average order value.
- Standout month: £459,953 revenue from £85,641 spend at 5.37 ROAS across 78 orders.
- Momentum held: £854,153 revenue from £230,427 spend at 3.71 ROAS and 141 orders.
- Peak monthly ROAS of 4.07.