Case Study · Google Shopping · Ecommerce · UK & Europe

£10M Revenue. £7.5M in Growth. 3 Years. UK Apparel Brand Scaled Across Europe.

£10.3M

Total Revenue

£7.5M

Revenue Growth

4.69x

ROAS

Shopping Feeds Managed

Back to Case Studies

Overview

The Client

A UK apparel ecommerce brand with a strong product range and an underperforming Google Ads account. When we took over, they were running a single campaign, spending conservatively, and generating revenue that was heavily weighted toward existing customers. There was no growth engine — just an account ticking over.

Over three years, we built that account from a single UK campaign into an 11-feed, multi-language, multi-continent Shopping operation generating over £10M in revenue with £7.5M of that as net growth.

The Problem

One Campaign. Untouched Feed. No Separation. No Scale.

Single campaign covering everything — new customers, existing customers, all products, all intents in one structure. No way to control spend, read performance, or optimise toward growth specifically.

Shopping feed completely unoptimised — product titles missing colour, gender, age group, and search-relevant attributes. Google Shopping had nothing to match on except the brand’s own terminology, not how buyers searched.

Revenue stuck in existing customer base — no structure to separate new customer acquisition from retention. Growth was invisible because it wasn’t being measured or optimised for.

No international presence despite clear potential — the brand was only running in the UK with no strategy to expand into Europe or other English-speaking markets.

The Approach

Four Phases Over Three Years.

This wasn’t a single fix. It was a structured build — each phase creating the foundation the next one needed. You can’t scale internationally without getting the home market right first. You can’t do performance bucketing without consolidation first.

Foundation — Feed Overhaul, Structure & New Customer Separation

Rebuilt the Shopping feed from scratch — titles rewritten with colour, gender, age group, and search-match attributes. Separated new customer campaigns from existing customer campaigns. Organised the account structure so every pound of spend was readable and controllable. UK and Ireland first.

Segmentation & Performance Bucketing

Best sellers moved into dedicated campaigns. Standard Shopping used as first-click capture — pulling top-of-funnel intent — with AI Power Pack campaigns (PMax, AI Max Search) converting and scaling. A hybrid structure where each campaign type does the job it’s actually best at.

European Expansion — 11 Feeds in 6+ Languages

Once UK performance was stable, we expanded into Germany, Netherlands, France, Spain, and the rest of Europe. Language wasn’t a barrier — we built localised Shopping feeds for each market, translated and adapted for search behaviour in each language. 11 feeds managed simultaneously across Merchant Center.

English Market Rollout & Full AI Power Pack Deployment

With feed infrastructure already built, scaling into the USA, Australia, Canada, and New Zealand required minimal extra lift. English-language feeds were already done — the prior work translated directly into four new markets with no rebuild needed. Full Google AI Power Pack — AI Max Search, Performance Max, and Demand Gen — deployed across all active markets.

The unlock that doubled ROAS and AOV

We used Google Shopping for bundled products — promoting product bundles directly in the Shopping feed. Bundles increased average order value, improved ROAS, and gave the algorithm a higher-value conversion signal to optimise against. A simple structural move with outsized impact.

Campaign Stack

The Full Technology Layer

🛍

Standard Shopping

First-click capture — top-of-funnel intent pulled in at low cost, handed off to AI campaigns to close

⚡

Performance Max

Full-funnel automation across all Google inventory with best-seller segmentation and localised assets

🔍

AI Max Search

Intent-led search coverage with AI matching, catching high-value queries PMax doesn’t always surface

🎬

Demand Gen

Top-of-funnel brand awareness and new audience acquisition across YouTube and Google Display

Proof

Three Years of Compounding Growth

£7.5M

Net revenue growth over the engagement. The account went from £2.7M in the prior period to £10.3M — Jun 2023 to May 2026. Same brand, rebuilt from the ground up.

Google Ads — Jun 1, 2023 to May 31, 2026

Google Ads dashboard showing £10,317,518 conversion value, 4.69x ROAS, 159,284 conversions, £2.2M spend

Metric	Result
Total Revenue (Conv. Value)	£10,317,518
Total Ad Spend	£2,201,545
ROAS	4.69x
Revenue Growth	+£7,578,412
Conversions	159,284
Shopping Feeds Managed	11 (6+ languages)
Markets	UK, Ireland, Germany, Netherlands, France, Spain + Europe, USA, Australia, Canada, New Zealand
Campaign Duration	3 years (Jun 2023 – May 2026)

Takeaway

What Three Years Actually Builds

There were off-seasons, algorithm updates, Merchant Center fires, and months where the numbers dipped. Strong foundations don’t prevent turbulence — they determine whether you survive it.

The account that hit £10M wasn’t the account we inherited. It was rebuilt layer by layer — feed first, then structure, then segmentation, then markets. Each layer made the next one possible. That’s what compounding looks like over three years.

Ready to Build Something That Compounds?

Whether you’re starting from one campaign or scaling across markets — the structure has to come first.

Get My Free Account Analysis