Jack & Freda
Case Study
Balancing ROI and Managing Fluctuations: How Jack & Freda Achieved Consistent Growth with Google Ads
The Challenge
Jack & Freda, a growing brand, were looking to diversify their digital marketing strategy by branching into Google Ads. In July 2024, they approached us to manage this new venture, with a clear goal in mind: to maintain a consistent return on investment (ROI) in the range of 4-6, while driving purchases and revenue growth.
Our task was to implement a strategy that could deliver stable results while accepting that natural fluctuations in performance are a normal part of paid advertising.
The Solution
We applied our proven approach, focusing on a combination of Performance Max (PMAX) and branded search campaigns to optimise reach, conversions, and ROI. The key was to maintain consistency across key metrics while understanding that fluctuations in performance are to be expected and managed through data-driven decisions.
PMAX and Branded Search Strategy:
Launched Performance Max campaigns to cover all of Google’s networks, ensuring we captured the right audiences for Jack & Freda.
Implemented branded search campaigns to drive high-intent traffic and ensure that customers already familiar with the brand easily converted.
Targeted Approach for Consistent ROI:
We aimed to keep the account within a steady ROI range of 4-6, while continuously optimising bids, ad placements, and targeting to keep costs in check.
Focused on delivering consistent results, knowing that small fluctuations are normal and part of the optimisation process.
Data-Driven Adjustments:
Regularly analysed the performance data to make informed adjustments to the campaigns. Our goal was to ensure that every fluctuation was managed in a way that brought the ROI back within the target range.
The Results
Since taking over Jack & Freda’s Google Ads in July 2024, the account has demonstrated stable and reliable performance, maintaining the target ROI range while delivering consistent purchases and growth.
Consistent ROI Within Target Range:
The campaigns consistently delivered a healthy ROI, ranging from 4.16 in August 2024 to 6.93 in July 2024, showing that the strategy was effective in maintaining profitability despite normal fluctuations.
Steady Conversion Rates:
Conversion rates remained consistent across the months, with peaks of 11.46% in May 2024 and 7.8% in June 2024, ensuring a solid flow of conversions.
Low CPA for Efficient Spending:
Cost per acquisition (CPA) was kept low, with standout months such as £4.57 in June 2024, showing efficient use of the ad budget while driving conversions.
Strong Purchase Growth:
Purchases steadily increased, with 134 purchases in June 2024, highlighting the consistent growth in customer acquisition through the campaigns.
Significant Conversion Value:
The conversion value remained robust, with a peak of £4K in June 2024 and steady figures throughout, reflecting the success of the campaigns in driving revenue.
Conclusion
The key to Jack & Freda’s success with Google Ads has been the ability to maintain consistent performance while managing normal fluctuations in ROI and other key metrics. By staying within the target 4-6 ROI range and focusing on steady growth, we’ve ensured that their Google Ads campaigns continue to deliver value and drive long-term results. As we move forward, we’ll continue to optimise their campaigns, knowing that consistency and data-driven decisions are the foundation of sustained success.
Hear From Our Client
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