From £11 a day to £117k a month in tracked revenue on Google Ads
This sports brand came to us with a Google Ads account spending £11 a day and vanity-level ROAS from brand-only traffic. We built the non-brand engine from scratch and scaled spend 60x while staying above a 1.7x break-even.
Every number below is purchase conversion value reported straight from the Google Ads account.
At a Glance
The starting point
When this sports brand came to us in November 2025, the Google Ads account was spending about £11 a day. At that level the numbers looked spectacular, because tiny brand-only spend always does. The account was harvesting demand the brand had already created elsewhere and doing nothing to create new demand.
Monthly revenue from ads had plateaued around £4k to £7.7k, and the growth engine simply didn't exist: no Shopping coverage, no non-brand search, no regional structure, no product feed strategy. The brief was the opposite of a vanity ROAS project: build a real second channel, scale spend as hard as the numbers allow, and measure everything against a 1.7x break-even, not against the inflated multiples a starved account produces.
Tiny brand-only spend produced spectacular-looking multiples while creating no new demand.
No Shopping coverage, no non-brand search, no regional structure, and no product feed strategy.
Monthly ad revenue was stuck between £4k and £7.7k with no path to scale it further.
What we did
Five moves, built in order, then scaled hard once the break-even maths said we could.
Built the non-brand engine from zero
Brand and generic search were split so brand could never flatter the growth numbers. On top of that we layered Shopping campaigns by product line, Performance Max by region, competitor campaigns, a dedicated search campaign for the interchangeable lens and lens customisation range, and video prospecting.
Made the product feed a weapon
The full product feed was optimised across every region, product reviews were submitted to Google Merchant Center, and feed management was migrated into our portal tooling. When the R4 line launched and products were silently missing from the feed because of absent descriptions, we caught it, fixed it, and had the sync running again within a day.
Turned product launches into paid moments
Each new release got its own Google activation plan, with the New Products Shopping campaign carrying new lines while data accumulated. R3 LATTU sold out.
Kept the traffic honest
Ongoing negative keyword work stripped out fashion brand queries, irrelevant categories, and terms that spend without converting, while tROAS targets were tuned campaign by campaign: loosened to buy volume where there was profitable headroom, tightened where spend was chasing revenue it couldn't catch.
Scaled on evidence, not hope
Spend went up roughly 60x over nine months, but only as the return supported it. When non-brand performance softened in July, we said so in the weekly update, cut the spend that wasn't working, and reallocated it, because the client sees the same break-even maths we do.
The relationship has since expanded beyond paid search: in July 2026 the client commissioned us for an SEO project covering a full technical audit and implementation.
Measurement first, then structure, then scale. Reported against your break-even, not vanity ROAS.
The numbers
Purchase conversion value against spend, from the Google Ads account. Break-even for this client is 1.7x.
| Month | Spend | Purchase value | ROAS |
|---|---|---|---|
| Nov 2025 | £3,516 | £31,953 | 9.1x |
| Dec 2025 | £6,910 | £27,176 | 3.9x |
| Jan 2026 | £6,253 | £25,823 | 4.1x |
| Feb 2026 | £7,471 | £29,108 | 3.9x |
| Mar 2026 | £13,307 | £51,223 | 3.8x |
| Apr 2026 | £20,397 | £84,898 | 4.2x |
| May 2026 | £17,211 | £81,505 | 4.7x |
| Jun 2026 | £18,619 | £107,549 | 5.8x |
| Jul 2026To the 27th | £21,337 | £117,648 | 5.5x |
| Total | £115,022 | £556,885 | 4.8x |
Nine consecutive months above break-even while spend multiplied 60x, roughly 8,700 orders at a £64 average order value, and the two biggest revenue months are the two most recent. The non-brand engine built from scratch now carries most of the spend and runs at around the 2x target set with the client, with brand performance on top lifting the blend.
Founder testimonial coming soon.
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