JudeLuxe

Challenge

UKSoccerShop competes against counterfeit sellers undercutting on price and major retailers running constant discount cycles. Stock is time-sensitive: a kit becomes deadweight the moment a player transfers. The account looked healthy on ROAS. It wasn't. ROAS measured gross revenue, hiding that aged stock sold at declining margins. Products over 90 days old consumed budget at full-margin targets when they needed cash recovery. An estimated £200k+ of inventory was heading for deadstock.

Solution

We replaced ROAS with POAS as the optimisation target, reading stock age and margin off the P&L into the bid layer via our BOI (Bid On Intent) framework. Every SKU was given a commercial job: SCALE: new releases, bid to full contribution margin RECOVERY: stock 90+ days, bid to cash-recovery value PROTECT: branded and counterfeit terms, hold position regardless of ROAS PROFIT: high-margin lines, bid to a contribution target Custom labels segmented by margin, stock age and competition.

Result

£520k+ cash recovered from aged stock 35% improvement in inventory turnover £287k of working capital freed back into the P&L 100% branded-term protection against counterfeit sellers Engagement ongoing. Winner, Most Innovative Campaign (PPC: Small) and Silver, European Search Awards 2026. Winner, Global Search Awards 2025. Winner, PPC Campaign of the Year, National Digital Awards 2026. Judges: "A full system rebuild, replacing incremental optimisation with a POAS-led framework."

Challenge

Thermos was struggling to convert, grow revenue and scale profitably, and could not work out why. The previous agency had been double-counting conversions. That produced inflated ROAS figures, a false picture of which campaigns were working, and budget allocated against numbers that were not real. There was no accurate baseline to plan from and no defensible path to profitable growth.

Solution

We started with a conversion audit, uncovered and corrected the double-counting, and established an accurate performance baseline for the first time. The account was then rebuilt, with campaigns broken down by product category and COGS level so bidding could be margin-aware rather than volume-led. Targets moved from revenue volume to contribution margin, and the Merchant Center feed was reworked to improve Shopping and Performance Max coverage across the drinkware range.

Result

+94% contribution margin following the profit-focused restructure +86% revenue growth year on year +86% conversion increase once accurate tracking was restored Five months and ongoing. Client: "Absolute Google Ads experts. They focus on profit, not just sales volume. Their expertise in Google Shopping and PMax is second to none."

Challenge

Creation Furniture had strong brand awareness but was struggling to convert it. High-ticket hardwood furniture carries a long consideration period, yet the Google Ads strategy was treating dining tables like impulse purchases. The result was high traffic, low conversion and an audience full of window shoppers who never came back. Spend was being judged on last-click performance in a category where almost nobody buys on a first visit.

Solution

We rebuilt campaigns around purchase intent signals, separating inspiration seekers from ready-to-buy customers and bidding on each differently. The product feed was enhanced with lifestyle imagery, dimensions and wood finish detail to remove pre-purchase friction on dining tables, sideboards and occasional furniture. Remarketing was rebuilt as a 30-day consideration funnel with progressive messaging matched to how people actually buy high-ticket hardwood.

Result

Conversion rate 0.7% to 1.4%, a 100% uplift Average order value £680 to £912, up 34% Cost per acquisition £89 to £32, down 64% ROAS 1.1x to 2.4x Engagement ongoing. Client: "They've supported us in enabling real growth, not just through innovative approaches but also by always being transparent." Pawel Lenarcik, Marketing Director