Figures are the client’s own, reported the same way each month. Every study here is sector-framed and anonymised.
V4 Vinyl is a small independent online record shop in Yorkshire, selling classic and limited-edition albums to a loyal collector base, stocked in-house and shipped quickly. When they came to us in June 2024 the ads were showing up in the right places, so on the surface things looked healthy. The problem was everything underneath. The campaign structure was outdated and did not reflect how the account was actually performing, there was no tiered approach to return on ad spend, so the products already proving themselves were not being prioritised or scaled, and the shopping feed needed work before any of that could be fixed properly. The ads were visible. They just were not making the most of what was already there.
Tier the budget to the products that earn it, fix the feed, and the same spend does far more.
Rebuilt the account around return on ad spend, not even spread
We restructured the campaigns around a tiered ROAS approach, so budget could work harder on the products already proving they sell rather than being spread evenly across the whole catalogue regardless of performance. For a shop with hundreds of titles at different margins and demand levels, that difference is the whole game: it lets the money follow the records that actually return it.
Fixed the shopping feed first
Shopping campaigns are only as good as the product data behind them, so we optimised the feed to get the titles, attributes and data going to Google into the best possible shape. It is the unglamorous part of the work, and it is also the part that decides how well the campaigns can ever perform. Get it wrong and no amount of bidding fixes it.
Built it to scale through the peaks
With clean structure and a healthy feed in place, the account had what it needed to push spend confidently during peak trading periods like Black Friday, when the ability to lean into high performers is worth the most. Rather than holding budget back for fear of waste, V4 could scale into demand knowing which products would carry it.
Revenue more than doubled, up 132%, with conversions up 101%, and the two figures together tell the real story: this was not simply spending more to get more. By tiering the account around return on ad spend and cleaning up the feed, the same budget started concentrating on the products most likely to sell, so each pound of spend pulled harder. That is why revenue grew faster than conversions, the account was steering money towards the higher-value baskets rather than treating every sale the same.
Because the structure was rebuilt to scale rather than just tidied, the gains held through peak trading rather than spiking and fading. V4 came out of it with an account that shows clearly which products drive performance and can be pushed with confidence when demand is there, which is what lets the growth continue rather than stall.