All case studies
  • Home & living
  • United Kingdom & EU
  • Shopify Plus
  • 6 months

Scaling a Home & Living Brand to £294K Revenue at 7x ROAS on £42.4K Ad Spend

A 4,000-SKU home and living catalogue was drowning in feed noise. Custom-label tiering, margin-aware bidding and a seasonal scaling calendar produced £294K at 7x ROAS.

£11.6K

Ad spend

6x

ROAS

£70.3K

Revenue

Introduction & background

A Shopify Plus home and living retailer shipping to the UK and EU, with a broad catalogue spanning £12 accessories to £600 furniture. Paid search was profitable on paper but concentrated on a handful of low-margin bestsellers.

The goal: grow revenue materially without buying it back in shipping and discount costs.

 

Economics

  • Blended ROAS targets applied to products with 18% to 62% gross margin
  • Free shipping over £40 turning small baskets into loss-makers
  • Returns rate on furniture never factored into targets

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

Structure

  • One catch-all Shopping campaign plus a single PMax
  • No seasonal campaign for peak gifting windows
  • Search restricted to generic head terms with poor Quality Score

Strategy & changes implemented

Feed engineering

  • Supplemental feeds rebuilt titles into category + attribute + brand format
  • Custom labels for margin tier, price band, stock depth and seasonality
  • All Merchant Center disapprovals cleared and monitored weekly

Margin-aware structure

  • Three PMax campaigns tiered by margin band with distinct ROAS targets
  • Feed-only campaign for the long tail to catch cheap incremental demand
  • Category search campaigns with dedicated landing pages and tightened match types
  • Remarketing split by intent: viewers, cart, and post-purchase cross-sell

Seasonal scaling calendar

  • Budget ramps mapped to gifting and home-refresh peaks
  • Creative and offer refresh 3 weeks ahead of each peak
  • Aggressive pull-back rules for off-peak weeks to protect blended profit

Results after 6 months

METRIC
BEFORE
AFTER
Revenue (period)
£129,000
£294,000
Spend (period)
£29,400
£42,400
ROAS
4.38x
~7x
SKUs generating sales
6%
38%
Feed disapprovals
2,300+
Under 20
Contribution margin
Unmeasured
31%

At onboarding

Monthly revenue (paid)

£21,500

Google Ads spend

£4,900

ROAS

4.38x

Active SKUs

4,100

What made this work

Bid on margin, not revenue

Passing gross margin as conversion value redirected budget to products that actually made money.

Feeds are the campaign

For large catalogues, feed quality determines reach far more than bid strategy does.

Long-tail depth compounds

Taking selling SKUs from 6% to 38% built a revenue base that no single bestseller could carry.

Plan for the calendar

Pre-built seasonal ramps captured peaks at efficient CPCs instead of chasing them late.

A 4,000-SKU catalogue doesn't need more campaigns. It needs labels, margins and a calendar — then scale becomes arithmetic.

Key challenges

4,100 SKUs with wildly different margins treated identically

80% of spend flowing to 6% of the catalogue

Shopping feed missing attributes on more than half the range

Heavy seasonality with no budget calendar

Free-shipping threshold eroding contribution margin

No visibility of profit per campaign

Conclusion

Six months in, the account delivers roughly 7x ROAS at nearly triple the previous spend, with profitability measured on contribution margin rather than platform revenue.

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Key challenges

4,100 SKUs with wildly different margins treated identically

80% of spend flowing to 6% of the catalogue

Shopping feed missing attributes on more than half the range

Heavy seasonality with no budget calendar

Free-shipping threshold eroding contribution margin

No visibility of profit per campaign

get free consultation

PPC services & executions

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3.89x

US supplements brand: $25.8K spend → $100K revenue

A subscription-led supplements brand was break-even on paid search with no new-customer visibility. Funnel-based restructure and first-purchase value bidding produced $100K at 3.89x ROAS.

Read more