How I scaled an Inspired perfume brand? - Musab Khan

How I Scaled a UK-Based eCommerce Store from £30K to £70K/Month in Revenue Within 90 Days Using Google Ads Only

Introduction / Background

Client: An inspired perfume brand (designer-inspired fragrances)

Target Audience: Male and female fragrance lovers, aged 18–45, primarily in the United Kingdom

Platform: Shopify

Business Stage: Plateaued growth at ~£30k/month in revenue

Despite generating a strong 5x ROAS, the brand was unable to grow beyond £30k/month. The client approached me to help them scale profitably while maintaining the same or improving ROAS.

Key Stats at Onboarding:

Monthly Revenue: £30,200
Google Ads Spend: £5,140
ROAS: ~5x

Key Challenges:

70% Branded Conversions and interactions
Poor campaign structure & product overlap
Plateaued scaling despite profitability
Low shopping CTR
No bundles or offers to increase AOV
Incomplete tracking setup
Low-performing image & video creatives
Under-optimized Google Merchant Center

Audit & Key Issues Identified

Campaign Structure Issues

The account had 6 active campaigns:
1. Branded Search
2. 3 Performance Max Campaigns → No Brand Exclusion across all PMax campaigns
3. 1 Standard Shopping Campaign
4. 1 Search Campaign
Details of the structure:
- PMax 1: Remarketing Campaign – Although labeled as remarketing, it also included interest-based targeting.
- PMax 2: Category-Based Campaign – Three asset groups were created by category, but all targeted the full product range — no segmentation applied.
- PMax 3: Feed-only All Products – Once again, this campaign targeted all products with no filtering.
- Standard Shopping: “Best Sellers” Campaign – Lacked proper segmentation and included all products.
- Search Campaign: Targeted the home page using 100+ keywords across multiple match types — all within a single ad group.
All campaigns were essentially targeting the same product inventory, with minimal segmentation or structure. The same audience signals were used across campaigns, causing significant overlap and internal competition.

All campaigns were targeting (All products) → No segmentation

Tracking Deficiencies

Tracking relied solely on Google & YouTube App tracking via Shopify
No Google Tag Manager (GTM) implemented
No Enhanced Conversions or server-side tracking, which deprived Smart Bidding of accurate, conversion-rich data

Poor tracking using Google’s official app

Audience Strategy Gaps

No clear segmentation across the funnel: TOF (Top of Funnel), MOF (Middle), BOF (Bottom)
Identical audience lists were used across all campaigns, blurring performance insights and hurting scaling potential

Lack of Bundling & Offers

The brand had a modest AOV and wasn’t offering any bundles or upsells — limiting revenue per order and the ability to scale efficiently

Merchant Center Issues

Product titles were directly imported from Shopify with no optimization
Multiple disapprovals due to image aspect ratio errors, missing GTINs, and poor feed hygiene

Feed issues

Strategy & Changes Implemented

Tracking Overhaul

Implemented Enhanced Conversions and GA4 via Google Tag Manager
Set up server-side tracking using GTM Server for accurate data collection
Optimized Google Merchant Center:
- Cleaned up product titles & descriptions
- Fixed image aspect ratios
- Resolved GTIN and other feed-related issues

Conversion tracking → everything solved and correctly setup

Account Restructure

Search Campaigns:

Optimized Branded Search campaign (using exact match type for brand keywords)
Created a Dynamic Search Ads (DSA) campaign focused on non-branded discovery
Excluded all branded keywords from DSA for clean, intent-driven prospecting

Launched a DSA for prospecting

Performance Max Campaigns:

PMax 1 — Prospecting Campaign:

Segmented by product type: Men’s, Women’s, and Unisex
Used custom labels to build 3 distinct asset groups
Tailored creatives and audience signals per asset group
Excluded all remarketing lists and brand terms — fully focused on new customer acquisition

PMax 2 — Best Sellers Campaign:

Feed-only strategy
Targeted only the top-performing products based on historical data

PMax 3 — Remarketing Campaign:

Targeted bottom-of-funnel audiences such as:
- Customer match lists
- Website visitors
- Past purchasers

Targeted all products for the Remarketing Campaign

3 Pmax campaigns together results after 90 days

YouTube & Display — Dynamic Remarketing Campaigns:

Targeted hot audiences include:
- Product viewers
- Cart abandoners
- Checkout abandoners
Used dynamic product feeds to show relevant products based on user behavior

Creative Enhancements

Launched UGC video creatives featuring real testimonials
Developed new image sets optimized for ad placements
A/B tested headlines across key themes:
- Emotional appeal
- Product benefits
- Trust & features
- Social proof & USP

Offer Creation & AOV Boost

Collaborated with the client to launch a Buy 2 Get 1 Free bundle
Designed a CRO-optimized landing page dedicated to the offer
Enhanced on-site messaging to promote the bundle across product and category pages

Scaling & Budget Strategy

Adjusted budgets based on performance thresholds and ROAS benchmarks
Closely monitored audiences, creatives, ad copies+keywords and scaled high performers

After 90 days, now the brand is consistently generating £70K/month

Results After 3 Months

Metric	Before	After 3 Months
Monthly Revenue	~£30,000	~£70,000
Google Ads Spend	£5,140	£11,600
ROAS	~5x	~6x
CPA	£5.3	£4.8
Conversion Accuracy	Poor	Enhanced + Server-Side
AOV	~£32	£54+ (with bundles)

What Made This Work / Lessons Learned

✅ Segmentation Unlocks Scale

Splitting campaigns by product type, audience intent, and funnel stage eliminated internal competition and drove efficient growth.

✅ Tracking is the Foundation of Smart Bidding

Enhanced and server-side tracking enabled accurate data flow, empowering Google’s bidding algorithms to optimize effectively.

✅ Creative Relevance Drives Results

Audience-specific creative improved engagement and drastically boosted conversion rates.

✅ Feed Optimization is Crucial

Fixing Merchant Center disapprovals and optimizing product data led to greater Shopping visibility and better PMAX performance.

✅ Bundles Increase AOV & Profitability

Introducing a compelling offer (Buy 2 Get 1 Free) raised AOV and made scaling campaigns more profitable.

✅ Audience Clarity Improves Efficiency

Funnel-based audience segmentation helped deliver the right message to the right users at the right time.

Conclusion

This 3-month transformation proves that with the right tracking, segmentation, creative, and scaling strategy, even a plateaued account can experience explosive growth, without compromising profitability.

💬 “If your brand is spending but not scaling, chances are the problem lies in structure, tracking, and strategy — not in your product. With the right setup, 2–3x growth is not just possible — it’s predictable.”