Google Ads Case Study: eCommerce

How a UK Kitchen Bins Brand Added 250 New Customers and Hit 4.7x ROAS on Google Ads

Between November 2024 and November 2025, we managed Google Ads for a UK-based kitchen bins brand. The account had stable but flat ROAS with most conversions coming from existing customers. Spend increases were not generating new growth and there was no dedicated acquisition strategy. Through audience segmentation, new customer bidding, and product-level restructuring, we added 250+ new customers at 3.2x new customer ROAS while lifting overall account ROAS to 4.7x.

Kitchen Products · eCommerce · UK | Google Ads | Shopping · Search · Performance Max | Nov 2024 – Nov 2025

Project Overview

A 13-month engagement with a UK-based kitchen bins brand running Google Ads across Shopping, Search, and Performance Max. The account was generating consistent but flat ROAS with most conversions coming from existing or returning customers. Incremental revenue growth had stalled and there was no clear strategy to reach new buyers.

The goal was to segment audiences properly, build a dedicated new customer acquisition track, and scale it without cannibalising existing performance.

Challenges

The account was generating a consistent but flat ROAS, making it difficult to confidently increase budget and scale revenue.

Most conversions were coming from existing or returning customers, limiting long-term growth potential.

Product segmentation and campaign setup were not aligned with performance signals, reducing optimization flexibility.

Audience signals were too broad and not structured to support new customer growth.

Without clear segmentation or dedicated acquisition strategy, increasing spend risked lowering efficiency.

Solutions

Reorganized products into performance-based groupings to improve budget allocation and optimization control.

Implemented structured audience segmentation to differentiate acquisition vs retention strategies.

Rebuilt campaign architecture to improve data flow, signal clarity, and bidding efficiency.

Activated dedicated new customer bidding strategies to prioritize incremental customer growth.

Scaled budgets gradually based on ROAS stability and conversion trend improvements.

ROAS

0 x

Revenue

0 k+

New customers added

0 +

New customer ROAS

0 x

More Case Studies

Photo Products · eCommerce

How a US Photo Products Brand Turned $55K in Ad Spend into $536K in Revenue

10x ROAS · $536K Revenue · $55K Spend

Healthcare · Multi-Location USA

How a Multi-Location US Clinic Generated 9,700 Patient Leads at $15.94 Per Lead

9.7K+ Leads · $15.94 CPA · 12% CVR

eCommerce

How an eCommerce Brand Generated $120K in Revenue from $40K in Google Ads Spend

4.1x ROAS · $120K Revenue · $40K Spend

Not Sure If Your Ads Are Being Handled the Right Way?

We will review your current Google, Meta, and LinkedIn ad setups and share where improvements can be made.

No pressure. No commitment. Just a clear point of view.

Get Your Free Audit