PPC Case Study: How Potters Cookshop Increased Net Revenue by +45%
This PPC case study explains how we rebuilt Potters Cookshop’s Google Ads account to prioritise profitability, data accuracy, and scalable growth — resulting in a 45% increase in net revenue and stronger omnichannel performance across ecommerce and physical stores.
+45%
Increase in net revenue
+22%
Increase in conversions
+8%
Increase in customer retention
250+
Local store visits
Overview
Potters Cookshop is an independent, omnichannel UK retailer operating in a competitive home and kitchen niche with over 8,000 active SKUs. Rising costs, unreliable attribution, and slowing growth meant their Google Ads and broader paid media performance were no longer aligned with real profitability.
PPC Services
- Google Ads
- Meta Ads
Industry
Home & Garden (Kitchenware)
Business Model
B2C
Market
United Kingdom
The Challenge
Despite healthy headline metrics, Potters Cookshop faced several underlying issues:
- Footfall was declining across physical stores
- CPCs and CPAs were steadily increasing
- Inventory mismatches between online and in-store stock caused wasted spend
- Attribution gaps made ROAS an unreliable decision-making metric
They needed a cleaner, more efficient paid media setup, one that reflected true profitability, not surface-level platform metrics.
Our Approach
We rebuilt the Google Ads account around three pillars:
1. Feed & Structure Optimisation
- Rebuilt Shopping and Performance Max structure using custom labels
- Resolved GTIN, image quality, and attribute errors
- Implemented real-time inventory syncing via API feed integration
- Introduced a CSS provider to improve visibility and reduce CPCs
2. Profitability & Measurement
- Implemented server-side tracking to strengthen conversion signals
- Integrated ProfitMetrics for contribution-margin tracking
- Shifted optimisation from ROAS to POAS
- Synced first-party CRM audiences for improved targeting and insight
3. Intent-Led Campaign Design
- Simplified Performance Max around profitability, not ROAS segments
- Built category-level Search campaigns targeting high commercial intent
- Introduced mid- and upper-funnel structures to support future demand
- Applied device, audience, and day-parting bid adjustments
The Results
Potters saw some impressive gains from the changes, with room to scale further across paid and organic channels.
+45%
Increase in net revenue
+22%
Increase in conversions
250+
Local store visits
+8%
Increase in retention
Why This Worked
- Optimisation was tied to real business performance, not vanity metrics
- Feed quality and structure enabled scalable Shopping performance
- Conversion signals reflected true customer value
- PPC supported both ecommerce revenue and physical store footfall
Ready to get results like this?
If you’re looking for a Google Ads agency that focuses on profit, not just ROAS, get in touch.