Case Study
WeMakeBeds
A Google Ads Restructure & Multi-Channel Scaling Strategy That Drove a 200% Sales Increase and £1.19M in Revenue for an Established UK Bed Brand
+200%
Increase in Overall Sales
£1.19M
Revenue Generated (Jul–Dec 2025)
7.7x
Blended Return on Ad Spend (ROAS)
Client Background
The Transformation: At Onboarding vs. After Optimization
At Onboarding
After Optimization
6-Month Performance — Google Ads
|
MONTH (2025)
|
CONVERSIONS
|
REVENUE
|
AD SPEND
|
ROAS
|
|---|---|---|---|---|
|
July
|
66.90
|
£51.0K
|
£8.6K
|
5.90x
|
|
August
|
86.11
|
£65.4K
|
£8.6K
|
7.60x
|
|
September
|
107.99
|
£67.7K
|
£10.6K
|
6.39x
|
|
October
|
156.67
|
£75.3K
|
£11.5K
|
6.55x
|
|
November
|
103.35
|
£71.8K
|
£10.8K
|
6.65x
|
|
December
|
52.53
|
£30.2K
|
£7.5K
|
4.01x
|
|
6-Month Total
|
573.55
|
£361.4K
|
£57.7K
|
6.27x
|
6-Month Performance — Meta Ads
|
MONTH (2025)
|
PURCHASES
|
REVENUE
|
AD SPEND
|
ROAS
|
|---|---|---|---|---|
|
July
|
164
|
£122.8K
|
£22.0K
|
5.58x
|
|
August
|
160
|
£130.4K
|
£16.3K
|
7.99x
|
|
September
|
209
|
£167.1K
|
£17.2K
|
9.74x
|
|
October
|
184
|
£153.2K
|
£19.1K
|
8.02x
|
|
November
|
213
|
£191.9K
|
£15.6K
|
12.32x
|
|
December (1–22)
|
78
|
£67.8K
|
£7.3K
|
9.28x
|
|
6-Month Total
|
1,008
|
£833.3K
|
£97.5K
|
8.55x
|
Combined across both channels (Jul–Dec 2025): approximately £1.19M in revenue from ~£155K in ad spend — a blended ROAS of ~7.7x. (All figures in GBP.)
Initial Challenges & My Approach
Unfocused, Overlapping Campaign Structure
The Google Ads account ran a tangled mix of Smart, Search, Shopping, and Performance Max remarketing campaigns that lacked focus and frequently competed against one another.
Not Generating Enough Sales
Despite being a well-established furniture brand with a strong product range, the cluttered setup wasn't producing anywhere near the sales volume the brand was capable of.
Wasted & Overlapping Spend
Multiple campaign types covered the same products, creating internal competition and inefficient use of budget across the account.
No Foundation to Scale
Without a clean, intentional structure, there was no reliable base from which to increase spend profitably and grow.
My Strategic Solutions & Implementation
Dedicated Branded Search Campaign
An established brand like WeMakeBeds attracts significant branded search demand that needed to be captured efficiently.
My Action:
I launched a dedicated branded Search campaign to capture high-intent shoppers already searching for the brand — protecting brand traffic and converting it at a low cost.
Streamlined Performance Max (All Products)
The fragmented remarketing-only PMax setup gave Google's algorithm no clean base to optimize against.
My Action:
I built a single, streamlined Performance Max campaign covering the full product range, replacing the scattered setup with a consolidated structure the algorithm could optimize effectively.
Removing Overlap & Reallocating Budget
Too many campaign types were chasing the same products and diluting performance.
My Action:
I removed overlapping campaigns and reallocated budget to the most effective campaign types — cutting internal competition and driving a 200% increase in overall sales.
Profitable Multi-Channel Scaling (Google + Meta)
With Google rebuilt, the opportunity was to scale revenue across two channels in parallel.
My Action:
I scaled profitably across both Google Ads and Meta — with Meta reaching a peak 12.32x ROAS in November and contributing over £833K in revenue across the six months.
ROAS-Focused Optimization
The goal throughout was profitable growth, not just volume.
My Action:
I continuously optimized toward conversion value and ROAS, sustaining a blended return of ~7.7x and keeping spend profitable even through seasonal swings.
Services Provided
Google Ads Account Restructure
Meta Ads Management & Scaling
Branded Search Campaign Setup
Product Feed & Shopping Coverage
Performance Max Campaign Management
Budget Reallocation & Optimization
Conversion & Revenue Tracking
ROAS-Focused Bidding Strategy
Results & Impact
Over six months (July–December 2025), the restructured, multi-channel strategy transformed WeMakeBeds’ paid advertising from an unfocused, underperforming account into a highly profitable growth engine spanning two channels.
+200%
Increase in Overall Sales after restructure
£1.19M
Revenue across Google & Meta (6 months)
7.7x
Blended ROAS on ~£155K spend
12.32x
Peak Meta ROAS (November)
By replacing a cluttered, overlapping account with a clean structure — a dedicated branded Search campaign and one streamlined Performance Max — then scaling profitably across Google and Meta, WeMakeBeds now generates over a million pounds in revenue at a consistently strong return. The account is focused, efficient, and built to keep scaling.