ABOUT

Client Overview:
> Client: Cole & Mason
> Industry: Kitchenware & Food Accessories
> Service: Google Ads Management
> Goal: Achieve a target ROAS of 300% while driving consistent online sales.

The Challenge:
In 2022, Cole & Mason commissioned us to manage their Google Ads account following a recommendation from a mutual contact. Their previous agency had struggled to achieve a ROAS higher than 150%, which was well below Cole & Mason’s 300% target. The client needed a strategic partner capable of maximising return on ad spend and delivering measurable, consistent results.

The key challenge was to overhaul the existing campaigns and implement a system that could reliably hit their 300% ROAS target while scaling effectively over time.

Our Approach:
We implemented a multi-pronged strategy to optimise the account for performance and reliability:

> Granular Campaign Segmentation: Split campaigns by product lines and targeting type to allow better budget allocation and to quickly identify top-performing campaigns.
> Dedicated Performance Max (PMax) Campaigns: Built separate campaigns for major product lines, giving each product the best chance to perform.
> Campaign-specific Budgets & ROAS Targets: Ensured each campaign had tailored budgets and ROAS goals, improving efficiency.
> Brand Traffic Segmentation: Separated brand searches into their own campaign to prevent skewing the performance of generic campaigns.
> Conversion Tracking Fixes: Resolved issues that were preventing accurate measurement of campaign performance.
> Merchant Center Audit: Fixed product feed issues and ensured all items were eligible for advertising.
> Season-specific Campaigns: Ran targeted campaigns for seasonal products, including a Christmas gift box campaign, to maximise revenue during peak periods.

The Results:
Our approach delivered rapid, tangible results, exceeding the client’s expectations:

> 3-Month Performance: Achieved an account average ROAS of 500%, with top-performing campaigns reaching 710% ROAS.
> 12-Month Performance: Maintained an average ROAS of 623%, far surpassing the original target of 300%.
> Client Trust & Partnership: Cole & Mason now confidently allow us to gradually increase budgets, trusting that we will maintain a monthly ROAS of 300% or higher.

This success demonstrates how careful campaign structure, precise tracking, and data-driven optimisation can transform a Google Ads account into a high-performing revenue engine.