Track record

Real accounts, real numbers

Every case study here shows the actual screenshots from the account, along with the reasoning behind what changed. I have not named the businesses, but everything else is exactly as it happened, including the parts that did not go perfectly.

If a figure looks odd, I have explained why rather than left it out. That includes the ones that do not flatter me.

The accounts

Four write-ups, screenshots included

Gym and fitness equipment supplier

Spend up 96%, return held at 8x

This client was profitable but nervous about growth. Every previous attempt to scale had seen the return drop and the budget pulled back.

Feed work in Merchant Centre, product titles rebuilt around converting search term data, and tight daily management of Shopping and PMAX. Ad spend nearly doubled year on year and return on ad spend held steady.

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+0%Ad spend year on year

0xReturn on ad spend, held

Suitcase and luggage retailer, UK

From £912 a month to £38,287

A major UK retailer who were not making the most of paid search initially.

We worked out their margins first and set a hard floor of 5.0 return on ad spend, then built the channel up to compete in one of the most crowded markets there is. Return came in at 6.27, comfortably above the line.

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£0Monthly ad spend, up from £912

0xReturn on ad spend, against a 5.0 floor

Health and wellbeing clinic

Cost per lead down 46%

The account looked like it was working. The problem was that the brand campaign was responsible for the large majority of conversions, which meant people who already knew the clinic and were going to book anyway.

Brand was kept but capped and restructured to do its actual job. Non-brand was built out by service, area and enquiry type. Enquiries nearly doubled on virtually the same budget.

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-0%Cost per lead

0xEnquiries, same budget

Bridal retailer, West Midlands

Cost per conversion down 78% in month one

I inherited an account where the previous agency had set up a Performance Max campaign and left it to run. It had cannibalised the rest of the account and spent most of the May budget to produce four conversions.

Search campaigns built by service and by area, targeted to the radius brides actually travel, brand capped and a competitor campaign added. This is the first full month after the restructure.

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-0%Cost per conversion

0Time to that result

Every one of these started with an audit

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