Premium waterless portable toilets for caravans, camping, and off grid. Came to learn, stayed to scale.
ROAS 4.32x to 5.00x year over year, revenue up 17% on flat spend. Meta runs alongside at a consistent 5 to 7x.
They came in January 2025 wanting to be trained and run the account themselves. After extensive coaching they tried, had no luck, and handed over both Google and Meta.
The tracking was all over the place, no direction on CRO, and a strong product that was not positioned to sell.
The account looked healthy on paper, but only because branded terms were succeeding and contaminating every blended number.
The branded terms were hiding the truth. Strip them out, and the real account was barely breathing.
Rebuilt Performance Max into multiple audience targeted segments, each with its own landing pages and ad copy. Search campaigns rebuilt by topic to acquire genuinely new users, standard Shopping pushed on target ROAS, and massive ongoing search terms optimisation on top.
Separated brand from everything else and looked at the account the way Google never shows it. The blended numbers were being carried by people who already knew the product. Non brand, the traffic that actually grows a business, was barely converting.
With the structure honest, non brand terms climbed to a stable 4 to 5x ROAS and conversion rate rose 92% across the account. Took over Meta with the same discipline, now running at a consistent 5 to 7x.
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