PPC Case Study: How a DTC Brand Increased Revenue by 37% While Reducing CPA
This PPC case study shows how we restructured a DTC ecommerce brand’s Google Ads account to better reflect how customers shop — resulting in £431k in revenue, a 41.8% increase in conversions, and a 14.3% reduction in CPA.
+37.2%
Increase in revenue
+41.8%
Increase in conversions
+43.5%
Increase in clicks
-14.3%
Reduction in CPA
Overview
This direct-to-consumer ecommerce brand operates in a competitive home and lifestyle category. Despite steady demand, growth had plateaued and paid media efficiency was declining.
Their Google Ads setup was built primarily around Search, limiting visibility and scale in a product-led buying journey.
PPC Services
- Google Ads
- Microsoft Ads
Industry
Home Textiles
Business Model
D2C Ecommerce
Market
United Kingdom
The Challenge
Although traffic volume was increasing, performance wasn’t translating into profitable growth.
Key challenges included:
- Increasing CPAs across core campaigns
- Shopping visibility is restricted by feed issues
- A search-only structure is misaligned with customer behaviour
- Performance metrics that didn’t reflect true efficiency
The account didn’t need more budget, it needed structural and strategic realignment.
Our Approach
1. Fixing the Foundations
- Corrected feed errors restricting Shopping visibility
- Rewrote product titles and added missing attributes
- Enrolled the account in relevant Merchant Centre programmes
- Integrated a CSS provider to deliver immediate CPC savings
- Cleaned conversion tracking rules by removing VAT and delivery fees
2. Making Spend More Intentional
- Built a comprehensive negative keyword framework covering:
- Research queries
- Competitor terms
- Consistently underperforming keywords
- Introduced feeder Shopping campaigns to improve query control
- Strengthened the signals flowing into Performance Max
3. Rebuilding Search Around Real Buying Intent
- Developed Search campaigns aligned to specific customer motivations:
- Comfort
- Back pain
- Size and fit
- Overheating
- Created matching landing pages to ensure message-to-intent alignment
- Updated Merchant Centre delivery and returns settings to improve trust and eligibility
The Results
After restructuring the account and aligning campaigns to intent.
+37.2%
Increase in revenue
+41.8%
Increase in conversions
-14.3%
Decrease in CPA
+32.8%
Increase in conversion rate
Why This Worked
- Feed quality unlocked Shopping and Performance Max visibility
- Spend was guided by customer intent, not just keywords
- Performance Max was supported by cleaner, more reliable signals
- Search campaigns closed the loop with higher-intent users
The account now reflects
how customers actually buy, not how platforms default to structuring campaigns.
Ready to get results like this?
If you’re looking for an email Google Ads agency that focuses on profit, not just ROAS, get in touch.