Real numbers. Real results.
No fluff. No vanity metrics. Just what happened when businesses handed me their marketing and let me do the work.
Brand was “profitable” on paper. Actually losing money every month.
This brand in the UK came to me with what looked like a solid Google Ads account. Hundreds of conversions. An alright ROAS. But when we looked under the hood, they were bleeding cash.
Ok ROAS. Terrible margins.
The previous agency was chasing volume. The account looked busy. Conversions were flowing. But the campaigns were dumping budget into their most competitive, lowest-margin product lines.
- Contribution margin crashed from ~45% to near zero in just a few months
- Massive overspend on one product line with insane acquisition costs and razor-thin margins
- Revenue looked fine. Profitability was nonexistent.
Cut the ego. Focused on profit.
I took over in late August 2024. Instead of trying to maintain the same revenue, I restructured the entire account around what actually made money.
- Killed the campaigns burning money on low-margin, high-competition products
- Reallocated spend toward higher-margin products that could actually scale profitably
- Restructured Shopping and PMax campaigns around profitability targets, not ROAS vanity
The lesson here
A “good ROAS” means nothing if you’re selling products you lose money on. This brand didn’t need more traffic. It needed someone to look at the margins and restructure campaigns around what actually put cash in the bank. Revenue barely moved. Profit went from zero to healthy. That’s the difference between marketing that looks good in a report and marketing that actually works.
WAYmat: from solid ads to a complete brand overhaul that doubled conversions.
WAYmat makes premium all-in-one yoga towel mats. The ads were always strong. But the website was leaving money on the table. We fixed both.
Strong product. Website wasn’t selling it.
WAYmat had a genuinely great product but their online presence wasn’t doing it justice. Merchant Centre listings were poorly optimised, the website UX was cluttered, and conversion rates sat around 1.8%.
- SEO titles on Google Merchant Centre were generic and unoptimised
- Website didn’t clearly communicate the product’s value or USPs
- Conversion rate stuck at ~1.8% despite decent traffic
Full Google setup + complete website redesign.
This was a two-phase project. First, get the Google Ads and Merchant Centre running properly. Then redesign the entire website to actually convert the traffic we were sending.
- Rewrote all SEO titles in Google Merchant Centre for stronger Shopping performance
- Built and managed Shopping + Search campaigns from scratch. Consistent 3x+ ROAS across entire account history
- Complete website redesign focused on the product. Cleaner UX, better storytelling, stronger purchase flow
- Built a custom colour/style swatch feature that encouraged upsells and boosted average order value
The lesson here
Ads can only do so much. If your website isn’t converting, you’re paying to send people to a page that doesn’t close. WAYmat already had a great product and solid ad performance. The redesign and swatch feature turned good traffic into great revenue. Conversion rates doubled. Order values went up. Same traffic, way more money.
Bootstrapped pet brand was bleeding money. Agency said everything was fine.
A husband and wife team built their pet supply brand from $0 to $50k/month on word of mouth & clever socials alone. Then they hired a big agency. Six months later, the ads were burning cash and Black Friday nearly sank the business.
Big agency. Big promises. Terrible results.
The agency was reporting success. Revenue wasn’t increasing. I was called in to audit the account and what I found was a mess. Lazy PMax campaigns misreporting sales, terrible targeting, and a massive overspend on branded traffic.
- ROAS sitting under 2x with a cost per acquisition north of $60
- Broad keywords, poor tracking, and PMax campaigns claiming credit for organic sales
- Black Friday flopped. Inventory sat unsold. Cashflow was tightening fast.
Ripped it out. Rebuilt everything from scratch.
The agency was let go. I came in and rebuilt the entire paid acquisition stack. Merchant Centre, Google Shopping, Search campaigns, Meta campaigns. All of it. From the ground up.
- Rebuilt Merchant Centre with optimised product titles, an SEO feed, and proper tracking
- New Shopping campaigns structured by price point and profit margin. No more dumping every product into one campaign.
- Launched new Meta campaigns with proper structure and fresh creatives
- Merchant Centre optimisation drove a massive increase in free organic Shopping traffic
The lesson here
Big agency doesn’t mean big results. This brand was paying premium prices for lazy campaign management. PMax was taking credit for sales that would have happened anyway. The targeting was nonexistent. Once we rebuilt with proper structure, differentiated campaigns by margin, and actually optimised Merchant Centre, the numbers spoke for themselves. Cost per customer dropped by 63%. ROAS more than doubled. And the Merchant Centre work alone tripled their free organic traffic.
Tiny Irish market. Brutal competition. Turned a bleeding ad account into a lead machine.
A solar panel installer was running Search campaigns in an insanely competitive local market. 12 companies fighting over less than 100,000 people in a small radius. The clicks were expensive and the leads weren’t converting.
Expensive clicks. Almost no leads.
The CPC was sky-high because every solar installer in the region was bidding on the same tiny pool of searches. You can’t fix the cost per click in a market this competitive. But the conversion rate was the real killer.
- Cost per lead sitting at €39.81 with only a 4.71% conversion rate
- 12 competitors all targeting the same small audience. Clicks were brutally expensive.
- Leads that did come in weren’t converting to actual sales. The funnel was leaking everywhere.
Can’t fix the clicks. Fix everything else.
In a market this competitive, you can’t brute-force your way to cheaper clicks. So I focused on what I could control: what happens after the click. New landing page, new angle, retargeting to catch lost leads, and proper CRM tracking to close the loop.
- Built a completely new landing page with a different angle. Called existing customers to find out what actually made them convert, then built the page around that.
- Launched a retargeting campaign to bring warm leads back into the funnel and onto calls
- New email campaign to nurture leads that weren’t ready to buy immediately
- Set up CRM tracking with the sales team to verify which leads were actually closing
The lesson here
Not every problem is an ads problem. Sometimes you’re paying for the right clicks and wasting them on a page that doesn’t convert. In a market where the CPC is fixed by competition, the only lever you have is what happens after the click. A new landing page built around real customer feedback tripled the conversion rate. Retargeting caught the people who weren’t ready yet. And CRM tracking made sure the sales team could close what marketing was delivering. Small campaign, real business, massive difference.
Companies I’ve worked with.
From Dublin to Colorado. E-commerce, SaaS, services and everything in between.
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