£4.5M Generated From Google Shopping — £3.5M From New Customers Alone
The Client
A UK-based fashion brand selling clothing and accessories to customers worldwide. They had an established Google Ads account with a reasonable budget — but inconsistent results, no clear attribution between new and returning customers, and a Shopping setup that had been left largely untouched for months.
The account had potential. The structure and management were the problem. A solid foundation was all it needed to unlock the growth that was already sitting in the data.
What Was Holding the Account Back
What We Did
Tracking & Attribution First
Before touching campaigns, we replaced GA4 tag reliance with native Google Ads conversion tracking. This gave the bidding algorithm clean, accurate signals — and gave us reliable data to make decisions from.
Brand vs Non-Brand Separation
We fully restructured the account to cleanly separate brand and non-brand campaigns. This made it possible to measure true new customer acquisition costs, protect branded traffic with controlled budgets, and bid aggressively where it mattered most.
Product Category Testing
We ran systematic tests across multiple product categories to identify which performed best on Shopping. Rather than spreading budget evenly, we doubled down on winning categories once the data was clear — reducing wasted spend and accelerating returns.
Competitor Research & Feed Optimisation
We audited competitor Shopping listings and used those insights to sharpen product titles, descriptions, and attributes in the feed. We also layered in promotional pricing strategies to improve click-through rates during key periods.
Systematic Negative Keyword Management
We implemented a weekly negative keyword review process — continuously eliminating irrelevant search terms and tightening match quality across all Shopping campaigns to prevent budget leakage.
The Results — Directly From Shopify
| Metric | Result |
|---|---|
| Total Sales Generated | £4,514,149 |
| New Customer Revenue | £3,509,580 |
| Returning Customer Revenue | £1,003,788 |
| Total Orders | 66,863 |
| New Customer Orders | 50,459 |
| Returning Customer Orders | 16,396 |
| ROAS | 4.37x |
| Channel | Google Shopping |
What Made the Difference
Separating new customer acquisition from retention campaigns gave us a clear signal to optimise against — and scaling what was already working produced compounding returns over the full year.