Where the demand was
From a crowded range to the two products people were searching for.
- 01
Research
Keyword research across every product, to see where buying intent really sat.
- 02
Focus
Search campaigns built around the two products with proven demand.
- 03
Land
Dedicated landing pages, then better product pages with more images and clearer copy.
- 04
Scale
Budget raised only once the campaigns showed a steady return.
Return on ad spend
4.88×
During my time on the account: sales value recorded by Google Ads divided by ad spend, checked by management against spend and sales.
Focus, then scale
Two products carried most of the buying intent across a range of more than 70.
The campaigns and landing pages built around those two became the base the brand scaled from after I handed over. The CEO recognised the result.
01
The challenge
The brand wanted profitable sales from Google Ads, but its effort was spread thin.
Demand was concentrated
Most buying intent sat with two products, yet budget was spread across the whole range.
The pages weren’t ready to sell
Product pages had a single image and thin descriptions, so paid clicks had little to convince them.
The team was pulling in a different direction
SEO effort and budget were going into broad rankings, not the searches that lead to purchases.
02
What I did
My job was to get the ads, the pages and the team pulling the same way.
Focused the spend
Built search campaigns around the two products with proven demand, instead of spreading budget across every product.
Gave the ads somewhere to land
Built dedicated landing pages for those two products, then improved the product pages with more images, clearer descriptions and on-page SEO.
Aligned the team
Led the five-person SEO team, redirected its effort and budget towards high-intent keywords, and cut spend that wasn’t paying back.
Built capacity
Interviewed and hired content writers and developers to carry the work forward.
Scaled once it was proven
Raised the budget only after the campaigns showed a steady return.
03
The outcome
Profitable campaigns and a team pointed at the same buyers.
- Campaigns converting soon after Google’s learning period.
- 4.88× return on ad spend during my time on the account.
- An SEO team and budget refocused on the searches that lead to sales.
- Dedicated landing pages for the brand’s two best sellers.
- Results recognised by the CEO, and a campaign base the brand went on to scale.
04
What I learned
With dozens of products, the temptation is to advertise all of them. The money is usually in the few that people are already searching for.
I now start every e-commerce account by finding where demand already exists, before spending to create it.
How this shapes my work today
- Find the products people already search for.
- Make the landing page ready before buying the click.
- Point SEO and paid search at the same buyers.
- Scale only what has proven its return.