Google Ads revenue

Google Ads reveue

ROAS

Since working with us

Established in 2007 Fumetsu is one of the UK’s fastest growing combat sports brands. Offering high quality products at accessible prices meaning that everyone can train Jiu Jitsu, Boxing, Muay Thai and MMA.

Overview:

The brand has a wide range of SKUs which can vary in price from a belt which costs under £10 to heavy punch bags which are £200.

This means that campaigns need to be segmented in a manner which allows for controllability on ROAS and CPA against the relative AOV, whilst also not oversegmenting as a growing brand where budget needs to be scaled in-line with performance.

As is often the case with ecommerce brands, the lower priced SKUs in the feed tend to be those with higher search volume which also necessitates the requirement to control spend getting into the right areas to balance revenue with actual profit output.

There is plenty of search demand for the products that the brand offers so a Google Ads first approach is the best place to start, capturing demand and ensuring that post-click viability is there before broadening to channels and audiences with potentially lower buying intent.

Segmenting by sports style would also be essential here as those looking for BJJ rash guards or shorts don’t necessarily have any relevant to boxing or muay thai products and vice versa. Sending users to a catch all landing page would likely see a lower conversion rate and less relevant ad rank.

Things we identified:

We structured the pMax and shopping ads in-line with relative average order values to ensure we could push budget and generate a return that would be viable across the board.

This meant separating out the higher priced items where ROAS is typically higher just because of the price of the item. This prevents these items weighting up the ROAS average in a campaign where mid-priced items then can underperform on cost-per-acquisition.

We also removed very low priced items from the feed. They still sell as a part of a mixed basket and via other marketing channels. The numbers just don’t stack on some of these items though as the channel has a base click-cost which would require an unrealistic conversion rate to generate a return.

We segmented the campaigns into asset groups per combat sports style. This meant that we could send the user to the right area of the website. If they were searching for boxing equipment, we can show relevant messaging, creative (if a display placement) and take them to the most relevant landing page.

Changes we made:

The past two quarters have seen the highest ROAS and an uplift in Google Ads revenue of +75.64%.

In addition, with seasonal push campaigns on Meta, we have been able to support commercial goals such as selling through clearance stock, capturing maximum buying intent whilst it’s there and also gathering data around what creative works for demand capture, for future ‘always-on’ activity.

Following the changes we made, the business has seen a 43% increase in revenue in the last 12 months.

The momentum we created:

“We’re pleased to see the growth and market share that we have been able to take with the brand.

Knowing that someone is aligning to our commercials, pushing spend in the right areas helps us to have confidence to leave the ads to the (ProfitSpring) team and for us to focus on other areas of the business”

Fumetsu

Google Ads

Meta Ads

Revenue

Pup & Kit is a luxury pet brand. The brand offers stylish, functional pet products like raised dog beds, waterproof blankets, and stay-fresh bowls. Pup & Kit focuses on premium design that blends seamlessly with modern home design.

Meta was a sure fire platform to increase revenue for the brand. Combined with the stylish aesthetic of the products & the rise in demand for luxury pet products it was a no brainer.

The previous set up of Meta ads mostly consisted of retargeting & boosting feed posts which did drive performance but it did not drive profitable growth, previous campaign set up was not optimising for purchases which meant CPA was not a considered factor.

We also identified a need for the product on Google Ads. With other retailers promoting the Pup & Kit products by intercepting brand traffic, we knew we needed to establish a presence here to ensure as many customers as possible entered the sales funnel for Pup & Kit and not a reseller.

There are various competitors in the market with offerings claiming that they were the “best pet accessory brand” but from analysing customer feedback, many failed to deliver on the premium quality and longevity that Pup & Kit can provide.

Through reviewing competitor messaging, user comments on ads and reviews, we found that customers were willing to pay more for a premium product if it was high quality & seamlessly blended in with the aesthetic of their homes.

We started with a structured campaign focused on high margin products, grouping them into ad sets within a single campaign. This approach allowed us to efficiently monitor demand for each product while maintaining a controlled budget before scaling.

As we monitored data, we noticed significant CPA differences across ad sets. Some products had higher demand, but their budget was being consumed by less popular items with higher CPAs. From this, we restructured the account, allocating each product its own campaign to ensure the budget was directed toward the highest-performing products.

We excluded engaged users to focus solely on a cold audience, maximising brand awareness while driving higher LTV from newly acquired customers.
On Google Ads, we applied a similar strategy, launching a brand campaign with a bid strategy that capped cost which protected visibility against resellers doing the same thing.

Through working with us and our refined strategy, Pup & Kit has seen sustained growth in the luxury pet market.

By shifting Meta Ads from focusing on existing customers to a structured, purchase geared approach, we have not only increased order volume by 167%, we’ve improved return by 47%. This has set the scene for a scalable growth trajectory.

Our Google Ads activity has further pushed this momentum. By protecting branded traffic which may have otherwise entered a resellers sales funnel we have strengthened Pup & Kit’s presence as well as growing their customer base, retaining higher margin d2c sales.

As demand continues to rise for premium pet accessories, Pup & Kit is now in a strong position to scale further. With a performance first ad structure in place, we’ve created a momentum that allows for greater profitability, and long term brand growth in an increasingly competitive market.

“Working with the team has been great! We’ve increased our sales and improved our return which gives us a really solid base to build the brand from. Perhaps just as important though, ProfitSpring has become an extension of our team and people we love to work with and bounce ideas off.

The team supported us in bringing the Lid-it pet bowl to market and have been integral in making that the success that it has been With Pup & Kit being a small team at present, being able to rely on them to fulfil their duties has enabled us to do more of what is going to deliver value and growth.

The regular communication (both ways) has also been key, helping to bring structure but also allowing us to react and be dynamic.

In 20 years of running small-medium businesses, I’ve had experience of all types and sizes of agencies and I can honestly say that ProfitSpring is up there as one of my favourites. I highly recommend them!”

Pup & Kit

lead volume

Lead volume

Cost-per-lead

French Florist has been the premier florist in Los Angeles since 1978. They are a luxury, quality-first brand that offers hundreds of professionally designed arrangements.

With multiple locations as well as a thriving eCommerce website, they are now offering the opportunity to share in their journey and to open a franchise store.

Overview

The client had worked with a franchise specialist marketing agency for their initial launch, we could see a number of areas where there was room for improved performance.

Spend had been utilised across terms which were too broad in search. Lead qualification had been low in Meta which had led to minimal value and opportunity overall.

Conversion tracking wasn’t firing correctly. This was preventing valuable feedback in the form of conversion data returning into the campaigns. This is a key factor which helps to guide ads to be targeted at the most relevant user.

Messaging wasn’t addressing the two distinct ideal customer persona’s that the client had identified. This meant that engagement wasn’t optimal, along with also not qualifying the user pre-landing page load.

We identified an intermittent bug with the lead form, which was causing users to drop out through the enquiry process, reducing lead conversion rate and affecting cost-per-lead.

With a high deal size and lengthy consideration period, we could see that the client needed a more tailored and targeted approach.

We needed to be present at those high value, opportune moments, where someone was ready to start their franchise journey. We needed to engage well to win the click and close well post-click to get the enquiry.

Deploying accurate conversion tracking for both Google and Meta ads ensured that measurement was in place and valuable signals would be fed back to the bidding strategies.

Restructuring search targeting to match user behaviour meant targeting floral franchise terms in the locale of the initial franchise rollout. We also targeted locale specific keywords nationally to capture those looking for a business opportunity in a city that they weren’t searching in.

Working with the client, we overhauled ad messaging that allowed the unique selling points of becoming a franchise owner clear to both persona’s in their own ways.

Deploying Microsoft Clarity, meant that we would be able to close the loop, in identifying optimisation opportunities post-click over time.

Google Ads went from a high spend and no leads, to weekly qualified leads at less than 60% of the previous total monthly cost.

Meta Ads spend dropped significantly, CPA reduced and the client stated that there was a noticeable improvement in qualified leads coming through.

Having a robust search campaign structure meant that we were capturing those actively looking to open a flower franchise.

Segmenting the Meta campaign into targeted ad sets, with effective messaging, increased engagement rate, lowered CPMs and started to drive leads through the website.

Seeing qualified leads regularly come through the campaigns, we began to analyse user behaviour post-click, to reduce drop-outs and improve conversion rate.

We’ve created a system that’s driving consistent lead qualified leads through for the client. Spend is lower, there are more leads and the qualification level is better.

“We initially tried a franchise marketing agency, but we didn't see the results that we had hoped for.

The marketing approach from the ProfitSpring team was commercial and strategic.

They delivered the campaigns and account changes quickly and effectively as promised. Seeing the campaign targeting and messaging reflect our target ICP’s gave us high confidence.

The team also follows up on the post-lead journey to ensure if there’s a way they can optimise for more commercial opportunity on the marketing side, they will.

We’re delighted to see qualified leads coming through and we look forward to scaling further together."

French Florist Franchise

Landing page optimisation

Conversion Tracking

Meta revenue

Meta CPA

Meta Revenue

Barking Bags is a pet eCommerce business focused on practical dog walking bags. The idea began in 2015 and sparked interest by airing on Dragon’s Den in 2022 with an initial investment by Sara Davis.

Paid search was working well for the brand, however, interest spiked and then plateaued after the BBC Dragon’s Den episode aired.

Other channels were needed in play to create a more sustainable acquisition model where we could drive demand as well as capture it.

There are various competitors in the market with offerings claiming that they were the “best dog walking bag” but many failed to highlight the practical benefits of a dog walking bag.

Through reviewing competitor messaging, user comments on ads and reviews, we found that customers were looking for quality as well as style and our audience had a need for carrying all the essentials for long dog walks.

The pet sector has a very high attachment rate and LTV. Whilst it sits outside of ads, we could see opportunities for email marketing activity to support cross-selling additional products to the new customer acquisition being driven on the front end via ads.

Reviewing search data via Google and Amazon, we identified an international growth opportunity for dog walking bags in the US, where there is a higher population of dog owners yet much lower competition levels for this product.

Messaging across ads and the website was changed to highlight the functional benefits of the Barking Bag. We captured engagement by tapping into emotion around going on adventures rather than leading with the previous “As seen on Dragons Den” messaging.

Listening to customer reviews and comments on Meta ads, we changed creative to reflect the dog owner’s core pain points. For example, users were frustrated that they were unable to store used poo bags until they found a bin and were unaware the Barking Bags had a section for this.

We’ve deployed a Meta strategy that’s driving profitable acquisition on cold audience targeted campaigns.

This is a much more scalable channel for the brand as we can continue to drive demand outside of search where we see significant ups and downs in-line with user search volume.

Utilising user-generated style and content, we tap into the emotions of dog owners by showing relatable situations and continue to present why the product on offer is something that they need.

Managing through an external partner, we’ve deployed Klaviyo activity for email workflows and campaigns. This is working highly effectively to drive referral business as well as cross-selling existing customers multiple additional products.

Taking what we’ve learned, we’re now leading on the roll out for the client’s brand into the US market via Amazon and Shopify.

“When we invested in this business it was on a peak of demand which is great, it’s all about repeatable sales and growth though to have a sustainable business.

The cost-per-acquisition the team has achieved is amazing to see, as an SME brand, there are only finite resources for growth.

We’ve got full trust in what’s being done and where spend is going as we look forward to opening up the US market with the guys.”

Barking Bags

lead conversion rate

Lead conversion rate

A leading global mental health health care provider, 

 makes mental health manageable, treatable, and approachable with clinical-first solutions—helping people get better, wherever they are.

Available to 4 million users worldwide, Koa Health’s comprehensive care solution, Koa Care 360 delivers all-in-one mental health care—self-care and prevention through clinical treatment from a unified platform.

With offices in the United States as well as the United Kingdom, and Spain, Koa Health is the leading choice for employers, insurers, and healthcare providers looking to partner to proactively maintain and restore mental wellbeing.

Koa Health were formally launching their clinical-first comprehensive mental health platform, Koa Care 360 and wanted to get the word out to high intent potential customers via paid search.

It would be essential to focus on targeted terms, whilst also being mindful that CPCs in these auctions can get extremely high, as it’s a very competitive sector.

We needed to maximise both reach for brand awareness purposes along with generating qualified leads.

Utilising Microsoft Search ads would ensure that wherever a user was looking for the B2B solutions that Koa Health offers, they would be visible.

We launched initially with three campaigns, segmented so that we could control budget in relation to cost of the click for the different keyword groupings.

Seeing early uptake, we could see to really get the most out of this activity for the client, campaign side changes would need to be supported by conversion rate optimisations also.

Using Microsoft Clarity, we reviewed where users were engaged to and possible causes of bounces without form submissions.

From this data, we were able to ascertain a stronger landing page layout along with messaging changes, that would retain engagement better, drive more sign ups and give us a better ad rank.

We increased conversion rate by +80% through post-click optimisations, this in turn reduced cost–per-lead by -73.27%

These changes meant that whilst click costs are high for these auctions, we were able to extract the most out of the budget possible for the client.

Clicks have ramped up given the feedback into the auction that we’re offering the best possible user experience both campaign side and post-click.

We’re now into testing and able to safely broaden targeting to scale, given that we have an abundance of qualified data to guide the bidding strategy and a landing page experience that we know resonates.

“Working with someone who understood our specific goals and vision for this project was really important to us.

We’ve worked with providers before and didn’t feel like we had the clear direction that we wanted.

We also needed to work with a provider who understood both the UK and US search markets.

ProfitSpring took time to understand what we wanted and showed us clearly how to get there.

It’s so refreshing to work with someone who isn’t just managing the campaigns, but who can also impact the end result as that’s what it’s all about! The landing page changes really supported us in making this a success.

I would recommend them to any business looking for a B2B SEM provider.”

Koa Health

Landing page optimization 

Bytomic is the leading distributor and manufacturer of martial arts and combat sports products, with the largest selection of premium brands in the UK. They are the exclusive distributors for world famous industry brands such as Century, Top Ten, Fumetsu and No Stink

Having been established for 30+ years, they have the expertise to help resellers get the products they need, when they need them.

The existing trade application form was serving those who were familiar with the brand but was missing some key messaging and surrounding elements which would help to convert first time qualified users visiting the brand.

Having both a d2c and b2b offering, there was also a cross-domain complexity which would make form tracking and campaign measurement difficult.

The value of trade customers is high for the client so establishing a pipeline of qualified leads would be essential. The sales team is busy with existing trade customers so handling large volumes of unqualified leads would be problematic.

We started with search advertising to ensure that the leads would have the best chance of being qualified for the client’s sales team.

We structured the campaign around the highest value deal sizes to win some early return from the activity.

To ensure a strong conversion rate, so that activity could be scaled, we built a custom landing page. This gave us control of the messaging and surrounding layout elements which enabled us to address the user’s hesitations and questions, ultimately reducing bounces from the page.

This would give us a more agile foundation to build from as we then could make landing page changes quickly and easily to support campaign side performance, rather than requiring on-going development work.


We saw qualified leads come through in the first week.

Working on the landing page, tweaking based on user experience, allowed us to build conversion rate by +77.80%. This has meant that on the campaign side, we can expand the targeting to the lower value deal size offerings, without risking wastage in terms of spend and return.

The highly relevant landing page experience along with the strong conversion rate has meant that qualified lead cost-per-lead has dropped by -53.15%. This means that we can continue to expand and scale activity for the client.

Wholesale is a huge part of our business so new accounts opening is something that we’re always looking to push.

We’ve dabbled in activity for this before but spend and return just hasn’t really justified it being on.

The [ProfitSpring] team approached this differently. It was “let’s build from the ground up so we know what’s working” when we start getting some momentum.

The performance is really strong and the leads are opening accounts, placing their first and repeat orders so we couldn’t be happier.

It was a nice touch to see the team’s care in asking about which of the leads had closed and the associated revenue, so that they knew the activity was viable."

Bytomic Distribution

B2B Paid Search

Landing Page Build

Bytomic Distribution 

New business revenue

Google Ads new business sales volume

Google Ads new business revenue

Starpeak is a specialist insurance distributor across niche markets and businesses such as pet business insurance, event insurance and sports travel insurance. They consist of three established brands known for being experts in unique products called Protectivity, Sports Cover and a Les Mills Partner with 100,000 policyholders across the group.

Whilst account performance was at an acceptable level, we identified that the Google Ads bidding strategies weren't aligned to the broader business goals that Starpeak had.

With a focus needing to be on new business revenue, existing strategies were focussing on a target cost-per-acquisition which is a much shorter term approach.

Enabling the algorithm to consider deal size and revenue means that ad spend and bidding in the auction can be aligned to the objectives of generating the highest return more effectively.

Getting this structure in place would allow spend to be utilised more effectively but also means that as budget is scaled, commercial viability remains.

We took a phased approach of introducing new bidding strategies and managing in targets. This was essential to ensure that large, radical changes didn't disrupt the commercial performance for the client.

Once we had successfully implemented new bidding strategies, we experimented with landing page optimisations to make the messaging clear and concise, to improve the user journey.

Across Jan-Apr 2024, Google Ads saw a +66% increase in new business sales volume, and +81% increase in new business revenue YoY.

Through increasing conversion rates with optimised landing pages, the brand is now in a strong position to expand out to secondary volume driving channels such as Meta.

Landing page conversion rates being higher, will offset the often lower buying propensity of a user who is targeted via paid social.

"We worked with ProfitSpring to ensure that our account structure in Google Ads was optimally aligned to our business goal of optimising for new business sales and revenue.

Following the strategy being implemented, across Jan-Apr 2024 we’ve seen a huge +66% increase in new business sales volume and +81% increase in new business revenue YoY.

ProfitSpring working with our in-house team continues to deliver high performance as we begin to look at new markets and channels to acquire customers.”

Testimonial

Landing Page Optimisation

Starpeak

Revenue increase

Decreased in Cost-Per-Acquisition

Increase in Revenue

Made4Fighters has been the leading online specialist retailer of Combat Sports clothing, equipment and accessories in the UK since 2007. Initially finding their roots in the Boxing & MMA markets, in recent years they have expanded their offering to include a vast range of products for all martial arts and fitness disciplines

With campaigns segmented by device type and using manual bidding strategies, the Google Ads account structure was outdated, and not aligned to commercial performance.

On the shopping side, as commonly is seen, lower value products were taking a high percentage of spend and whilst converting, deflating the potential return, due to starving higher value, popular products from being served.

Meta activity wasn't in-play which was missing a huge opportunity given the sector and how visually appealing many of the brands and associated content is. 

We restructured the core of the Google Ads account based on margin groupings. This allowed us to implement a target return-on-ad-spend that would be viable for the client.

High volume brands which drive a significant proportion of the businesses revenue were broken out to ensure that budget was always available.

Adding remarketing and prospecting via Meta, alongside seasonal push campaigns, captured additional demand for those who were in-market but hadn't searched via Google or where we weren't present.

Our activity saw a +222% increase in revenue YoY with a -18.96% decrease in cost-per-acquisition.

The structure that's now in place enables us to scale budget whilst maintaining profitability for the client.

Having core activity in a solid place means that we're able to focus on proactive opportunities for the client such as identifying competitor pricing and website optimisations.

With search established, we're able to continue to build out the demand generative side via paid social, opening up further revenue opportunity.

"Previously we were working with a large national agency and performance was dwindling. Since working together, we have seen profitability drastically increase whilst also seeing volume of sales increase significantly at the same time. ProfitSpring is proactive in tailoring campaigns to meet our specific needs and has exceeded targets, as a result, has become a key partner in our strategic planning."

Made 4 Fighters

Microsoft Ads

Return-on-ad-spend

Aqua Training Bag is the world’s leading heavy punch bag. It is the perfect training tool for boxers, trainers, professional fighters, and everyday fitness enthusiasts. By utilising water in place of sand, Aqua Punching Bags provide a number of unique benefits.

The brand was acquired by new owners in January 2024. Historically, activity was in place for key channels with mixed results.

Activity wasn’t segmented by the variance in product price, this meant that it wasn’t possible to control acquisition costs in-line with business goals.

We started by reaching the highest intent users first. This meant focusing on Google search and Amazon. Ensuring the brand was present here meant that in-market demand was captured which leads to the highest cost-efficiency.

Restructuring campaigns by average order value and top sellers, meant that acquisition costs and budgets could be scaled in a way that was commercially viable.

Once we saw viability we began to introduce additional activity via Meta and Microsoft to increase sales volume further, whilst retaining viable profitability levels.

Our strategy saw an uplift in revenue of +50.20%.

Focussing spend onto the right products, alongside other account optimisations led to a increase in return-on-ad-spend of +17.11% across the same average order value.

We have a robust and growing sales engine driving acquisition in the core market of the US.

We’re now running activity and seeing viability in new markets such as Canada, as we continue to help the client scale.

"With our recent acquisition of the brand, we were keen to see sales volume increase but most importantly maintain a level of return that was viable so that we could begin to recoup our investment.

The ProfitSpring team has outperformed both in terms of sales volume and return across both of our core acquisition channels.

They’re now helping us move into new geographic markets and looking at opportunities for other brands which we’re looking to add to our portfolio."

Aqua Training Bag

Amazon Ads

The Certified Partner Program supports health businesses around the world with industry-leading testing, fully accredited laboratories and follow-up advice and education to lead your clients on the path to a happier and healthier life.

The client had previously tried to generate leads with a specialist B2B prospecting agency. Whilst they saw some leads, the qualification level was low and they didn’t gain any commercial opportunities.

As the offering is relevant to many practitioners, however, is a new concept, search demand was low so we would have to take a more demand generation approach.

We segmented the client’s ideal customer persona into themes. This meant that we could tailor messaging to the individuals pain points or aspirations.

Starting initially with Linkedin ads, we could see plenty of relevant lead opportunities based on job title and sector. This meant we could ensure the qualification level of the user that ads were shown to and that would be submitting enquiries.

Linkedin is a high cost channel so we created highly converting, mobile responsive custom landing pages for the offering. This meant that we could offset any loss of expenditure through increasing conversion rate, allowing for better scalability on the campaign side.

We saw qualified leads immediately through Linkedin which allowed us to expand our activity for further volume.

Moving to Meta, we were able to prospect the same target persona and qualification level at a CPA of -86% lower acquisition cost.

We create momentum

Case studies

Fumetsu

Pup & Kit

French Florist Franchise

Barking Bags

Koa Health

Bytomic Distribution

Starpeak

Made 4 Fighters

Aqua Training Bag

Certified Partner Program

Bluechain