Situation
A UK fragrance retailer came to Woya with a Google Ads account managed by another agency. The budget was healthy, but the return was not: ROAS sat below x3, and the account had no Performance Max campaigns running.
Fragrance is one of the most competitive categories in online retail. Big brands and department stores bid on the same terms, and margins leave little room for wasted clicks. The client needed more revenue from the same spend, not a bigger budget.
Response
We took over the account with a dedicated account manager. We started with a full optimisation of the existing campaigns, then added a Performance Max campaign under a fixed budget cap, so it could prove itself without draining spend from what was already working.
It took a few months to get the account fully performing. From there, results held at a sustained x10 and peaked over Black Friday and Christmas.
Website changes were kept to a minimum. The improvement came from the account itself.
Key strategic elements included:
- A full optimisation of the inherited Google Ads account
- A Performance Max campaign added under a controlled budget cap
- Account management and regular direct contact with the client’s marketing team
- Minimal website amendments, so results could be attributed to the PPC work
The Results
ROAS more than doubled after the first period, then kept climbing to a sustained x10. Over Black Friday and the run-up to Christmas, the account returned x31.41, meaning £31.41 in revenue for every £1 spent on Google Ads.
That month, 14.5% of clicks became a purchase, at an average cost of 21p per click. All of this was achieved on the same budget the previous agency had been spending.
- ROAS from under x3 to x6+ after the first period
- Sustained ROAS of x10
- Peak month ROAS of x31.41, over Black Friday and Christmas
- Peak month conversion rate of 14.5%, at a cost per click of £0.21
- Budget held at the level inherited from the previous agency
All figures are taken from Google Ads, with a conversion counted as a completed purchase on the client’s online shop.
// Testimonial
What the
client says
“We were delighted to achieve these PPC results working with Woya Digital. We maintained strong growth through Google Ad campaigns and good progression month on month. Highly recommended team”
