Store revenue up 448% — while holding a 5x return on every ad pound.
A UK crystal jewellery brand at £85–£150 price points, from zero paid advertising to £100k+ months. March 2025 to present.
The numbers first.
Zero ads. One condition.
When they came to us in March 2025, they were running no paid advertising at all — no previous agency's work to unpick, no existing account to inherit. They wanted more sales, and they set one condition:
Every campaign had to hold a 5x return on ad spend — ruling out buying volume at a loss to make the top-line number look better.
What we found first.
Purchase events were firing incorrectly. Any campaign we launched would have taught Meta the wrong thing.
We rebuilt the tracking, fixed the technical problems on the site, then redesigned it around how people actually buy crystals: bigger product photography, clearer pricing, a shorter checkout path.
Started with £179. Then scaled.
We started on Meta in March 2025 with a small test budget — £179 in the first three weeks. Once the tracking proved reliable and the first creative angles found buyers, we scaled. Google Ads came later, once Meta had built enough brand demand for search to capture.
We doubled the budget. The return went up.
Scaling usually costs you efficiency — you double the budget, the algorithm reaches into colder audiences, and your return falls. This brief made that trade unacceptable. So we tracked it closely.
The lever: creative volume — fresh angles entering the account every week so no single ad carried the budget into fatigue — and exclusions that stopped retargeting campaigns paying to reach existing customers.
Where the Google budget actually went.
£10,779 of spend produced £129,309 and 1,139 conversions at £9.46 each. Google's own recommendations pushed the other way throughout — we funded Search to its ceiling first and let Performance Max compete for what was left.
| Campaign | Spend | Revenue | Cost / purchase |
|---|---|---|---|
| Search | £1,009 | £69,415 | £1.67 |
| Performance Max | £8,378 | £54,786 | £18.31 |
| Standard Shopping | £1,394 | £5,108 | £18.32 |
Search took 9% of the Google budget and produced 54% of the Google revenue — buying purchases at a tenth of what Performance Max cost.
£98,112 in. £560,177 back. Blended 5.71x against a 5x target.
Meta alone has run at 4.93x since launch and 5.10x over the most recent ten months. Store revenue reached £991,147 — up 448% on the comparable prior period.
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