All case studies
  • Fragrance / Inspired perfumes
  • United Kingdom
  • Shopify
  • 90 days

How I Scaled a UK-Based
eCommerce Store from £30 to
£70K/Month in Revenue Within90 Days Using Google Ads Only

A plateaued designer-inspired fragrance brand stuck at ~£30K/month with 70% branded conversions. Full restructure, server-side tracking and a bundle offer took it to £70K/month at 6x

ROAS.

£11.6K

Ad spend

6x

ROAS

£70.3K

Revenue

Introduction & background

Client: an inspired perfume brand selling designer-inspired fragrances. 

Target audience: male and female fragrance lovers aged 18–45, primarily in the United Kingdom. Platform: Shopify.

Despite generating a strong 5x ROAS, the brand could not grow beyond £30K/month. 

The client approached me to scale profitably while maintaining or improving ROAS

Audit & key issues identified

Campaign structure issues

The account ran 6 active campaigns: 1 branded search, 3 Performance Max campaigns with no brand exclusions, 1 standard Shopping campaign and 1 search campaign.

  • PMax 1 — “Remarketing”, but it also ran interest-based targeting
  • PMax 2 — category asset groups that all targeted the full product range, no segmentation
  • PMax 3 — feed-only, all products, no filtering
  • Standard Shopping — “Best Sellers” with all products included
  • Search — home page destination, 100+ keywords across match types in a single ad group
  • Every campaign targeted the same inventory with the same audience signals,
    causing overlap and internal competition

Tracking deficiencies

  • Tracking relied solely on the Google & YouTube app for Shopify
  • No Google Tag Manager implementation
  • No Enhanced Conversions or server-side tracking, starving Smart Bidding of
    conversion-rich data

Audience strategy gaps

  • No segmentation across TOF, MOF and BOF
  • Identical audience lists across all campaigns, blurring insight and capping scale

Offers & Merchant Center

  • Modest AOV with no bundles or upsells
  • Product titles imported raw from Shopify with no optimization
  • Disapprovals from image aspect ratios, missing GTINs and poor feed hygiene

Strategy & changes implemented

Tracking overhaul

  • Enhanced Conversions and GA4 deployed through Google Tag Manager
  • Server-side tracking via GTM Server for accurate data collection
  • Merchant Center cleanup: titles, descriptions, image aspect ratios, GTINs and
    feed errors resolved

Account restructure — search

  • Branded search rebuilt on exact match brand terms
  • New Dynamic Search Ads campaign for non-branded discovery
  • All branded keywords excluded from DSA for clean, intent-driven prospecting

Performance Max rebuild

  • PMax 1 — Prospecting: segmented by product type (men’s, women’s, unisex)
    with custom labels, 3 asset groups, tailored creative and signals, remarketing lists
    and brand terms excluded
  • PMax 2 — Best Sellers: feed-only, top historical performers only
  • PMax 3 — Remarketing: customer match, website visitors and past purchasers across the
    full catalogue

YouTube & Display dynamic remarketing

  • Hot audiences only: product viewers, cart abandoners, checkout abandoners
  • Dynamic product feeds serving the exact products each user viewed

Creative enhancements

  • UGC video creatives featuring real testimonials
  • New image sets built per placement
  • Headline A/B tests across emotional appeal, benefits, trust, and social proof / USP

Scaling & budget strategy

  • Budgets adjusted against performance thresholds and ROAS benchmarks
  • Audiences, creatives, ad copy and keywords monitored closely — winners scaled fast

Results after 90 days

METRIC
BEFORE
AFTER
Monthly revenue
~£30,000
~£70,000
Google Ads spend
£5,140
£11,600
ROAS
~5x
~6x
CPA
£5.30
£4.80
Conversion accuracy
Poor
Enhanced + server-side
AOV
~£32
£54+ (with bundles)

At onboarding

Google Ads spend

£5,140

ROAS

~5x

AOV

~£32

What made this work

Segmentation unlocks scale

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

Tracking is the foundation of
Smart Bidding

Enhanced and server-side tracking
restored accurate data flow so
Google's bidding could actually optimize.

Creative relevance drives results

Audience-specific creative lifted engagement and conversion rate dramatically.

Feed optimization is crucial

Fixing Merchant Center disapprovals
and product data unlocked Shopping
visibility and better PMax performance.

Bundles increase AOV & profitability

A compelling Buy 2 Get 1 Free offer raised AOV and made scaling far more profitable.

Audience clarity improves efficiency

Funnel-based segmentation delivered
the right message to the right user at
the right time.

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.

Key challenges

70% branded conversions and interactions

Poor campaign structure and heavy product overlap

Plateaued scaling despite profitability

Low Shopping CTR

No bundles or offers to increase AOV

Incomplete tracking setup

Low-performing image and video creatives

Under-optimized Google Merchant Center

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.

get free consultation

Key challenges

70% branded conversions and interactions

Poor campaign structure and heavy product overlap

Plateaued scaling despite profitability

Low Shopping CTR

No bundles or offers to increase AOV

Incomplete tracking setup

Low-performing image and video creatives

Under-optimized Google Merchant Center

get free consultation

At onboarding

Monthly revenue

£30,200

Monthly revenue

£30,200

Monthly revenue

£30,200

Monthly revenue

£30,200

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