UK Spa Ecommerce
Brand

UK Spa eCommerce Brand

From Confused Objectives & Sub 1.2x ROI → 2.8x ROI & 180% Revenue Growth

Metric

Target

Achieved

ROI

1.2x

2.8x

Revenue

-

+180% growth

Tracking Accuracy

Broken

Fully rebuilt

ROAS Clarity

None

Brand specific reporting

Campaign Efficiency

Low

High, data-driven

ROI

1.2x

2.8x

Revenue

-

+180% growth

Tracking Accuracy

Broken

Fully rebuilt

ROAS Clarity

None

Brand specific reporting

Campaign Efficiency

Low

High, data-driven

The Challenge

A UK based spa eCommerce retailer approached Search Click Convert with a challenging issue:

  • Multiple brands were blended into one ad account

  • Sales and lead generation objectives were mixed together

  • ROAS and ROI were unclear

  • Tracking was broken

  • Overall ROI was just 1.2x, leaving the account nearly unprofitable

The account lacked structure, intent clarity, and best practice execution across both Google Ads and Meta Ads.

Our Strategy & Execution

1. Rebuilt Account Architecture Based on Revenue Objectives

To eliminate cross contamination of data and bidding signals:

  • Separated each brand into its own Google & Meta ad account

  • Assigned independent budgets, based on each brand's ROAS history and revenue potential

  • Created brand specific conversion goals (Purchase vs Lead)

This allowed machine learning systems to optimize correctly to each brand’s objective rather than competing signals.

2. Fixed Tracking & Attribution Accuracy

We fully rebuilt the measurement layer:

  • Corrected all GA4 & Pixel event tracking

  • Implemented Enhanced Conversions (Google) and CAPI (Meta)

  • Eliminated duplicate events and inflated conversions

Now the platforms were finally able to see real purchases instead of mixed signals.

3. Google Ads: Full eCommerce Best Practice

We implemented a modern performance structure:

  • Product Feed Optimisation

  • Cleaned titles, descriptions, attributes

  • Added additional variants to increase feed depth

  • Ensured correct GTIN, price accuracy, and image standards

  • PMax (Performance Max) for Scalable Revenue

We built brand separate PMax campaigns that focused solely on:

  • High value SKUs

  • Best selling product bundles

  • Intent based audiences derived from past converters

  • Product Focused Search & Shopping Expansion

  • Launched granular Shopping campaigns for category control

  • Deployed branded Search for capture of low funnel traffic

4. Meta Ads: Better Audience Targeting & Creative

We built Meta campaigns focused on product discovery:

  • Broad interest targeting layered with website behaviour

  • Static + UGC style creative showcasing product benefits

  • DPAs (Dynamic Product Ads) synced with the optimised feed

  • Clear split between brand awareness, retargeting, and conversion campaigns

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