Home / Case Studies / Christmas Retailer
REVENUE
$2.1M
CONVERSIONS
9.22K
ROAS
566%
INDUSTRY
Ecommerce Retail
SERVICES
Google Ads
START DATE
September 2025
ENGAGEMENT
One peak season
THE CHALLENGE
Two seasons of standing still
Tracking here was already accurate, so the numbers could be trusted. The problem was that performance had plateaued. Across two consecutive peak seasons spend was pulled back year over year instead of scaling with proven demand, conversion volume stayed flat, and ROAS improved only incrementally. Campaign structure was not built to prioritise the highest margin products during peak demand, and there was no plan to scale into the account’s own proven window. This is a heavily seasonal business, so the real question was never whether the account was healthy. It was whether the account was growing.
THE SOLUTION
We fixed what was capping growth, then scaled hard
The account was not unhealthy, it just was not scaling. We cleared the structural limits first, then pushed budget into the season it had already proven it could win.
Feed health
Cleared Merchant Center disapprovals and policy issues so the full catalog was eligible heading into peak, rewrote product titles around real shopper search behaviour, and completed every required and optional attribute.
Campaign structure
Rebuilt Performance Max and Standard Shopping around product priority and margin rather than one flat feed, and excluded products that spent budget with low returns or the thinnest margins.
Waste control
Added 500+ generic negative keywords to block unqualified search traffic at scale, and reviewed the product page experience for friction between click and purchase.
THE RESULTS
A two year plateau broken in one season
Revenue more than doubled
Tracked revenue went from $948K to $2.1M across the same September to January window, a 122% increase year over year.
105% more conversions
Conversions rose from 4.5K to 9.22K in the same peak window, after two consecutive seasons of flat volume.
Scale without losing efficiency
Spend rose 110%, yet ROAS still improved from 535.90% to 566.84% rather than dropping away as it usually does at that kind of scale.
