Thinking

How We Rescued This Client From £700k to £1.7m

Turns out 'more campaigns' can truly become the enemy of profit.

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One of our clients learned this expensive lesson firsthand - they were burning through nearly £40K in net profit losses each month before we stepped in.

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Fast forward 12 months later, and they're on track for £1.7M in revenue this month alone (smashing their previous record we achieved for them of £1.2M).

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Here's how we completely flipped their business on its head:

The 90-Day Turnaround Strategy

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Phase 1: Stop the Bleeding (Meta Transformation) We consolidated their scattered campaigns and focused budgets where they'd actually make an impact. Instead of 50 tiny experiments, we created powerful, well-funded campaigns.

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Key moves:

Introduced evergreen ad copy highlighting discount percentages
Shifted to 70/30 video-first approach
Deployed Advantage+ Shopping Campaigns with Cost Caps
Fixed Meta's double-counting events that were confusing the algorithm

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Phase 2: Google Ads Complete Rebuild Their Google account had too many campaigns fighting each other for the same customers. We simplified everything:

Search Ads - 3 campaigns total: 1 brand campaign (capturing >95% impression share) + 2 prospecting campaigns (targeting high-converting keywords sourced from Shopping data)
Performance Max - 4 targeted campaigns replacing their scattered approach. Main "Catch-All" campaign gets 35-40% of total spend (brand excluded), plus 3 product-type campaigns (brand included for full-funnel capture)
Google Shopping - Segmented by product categories with keyword priority tiering and strategic ROAS targets - less popular products ("Villains") need 10% higher ROAS than bestsellers ("Heroes") to earn budget

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The breakthrough: Instead of 20+ campaigns competing, we used 7 focused campaigns with granular control at the ad group level.

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Phase 3: True Profit Visibility We ran them through our KPI calculator considering every business expense down to the smallest detail, so we could understand real profit and what's needed to scale.

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The Numbers That Matter

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Within 90 days: Flipped from -£40K net losses to record profitability

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12 months later:

£1.7M revenue in August (compared to £700k last year)
85% ROAS increase compared to previous year
4.5x ROAS across campaigns
21% improvement even vs. their strongest recent period

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The Strategy That Changed Everything

Instead of constantly launching new campaigns for every creative batch, we fed winning ads into existing evergreen campaigns on Meta. On Google, we moved from campaign chaos to precision - fewer campaigns, stronger ad group granularity, and MER-focused optimisation.

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The result? Better algorithm learning, higher ROAS, and the foundation for scaling to seven figures monthly.

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What's Next?

With BFCM around the corner, we're projecting even higher revenue and profit on top of what we've already achieved.

This transformation took 12 months, but we stopped the bleeding in just 90 days. The difference between chaos and strategy isn't just better numbers - it's the difference between losing money and building a scalable business.