£400k in revenue from £50k of Google Ads spend
High-end filming equipment, a £300+ AOV and a long B2B buying cycle. Google looked unprofitable on paper. Measured properly, it returned 800% ROAS on £50k of spend.
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A strong brand that Google couldn't see
Bright Tangerine sells high-end filming equipment across the UK, US, Europe and APAC. Strong brand, healthy margins, a site that converted well. On paper there was plenty of room to run ads profitably. But Google Ads never looked like it worked, because buyers took longer than 7 days to purchase and most of those sales never showed up in the platform.
Give the algorithm something to work with
When in-platform purchases are too thin to optimise against, following best practice keeps you stuck, so we changed what Google bid towards and how we measured it.
Margin-based Shopping
Custom labels and a feed setup that cut spend on low margin accessories and pushed profit-driving products.
Optimise to add-to-cart
Bid towards add-to-cart instead of purchase. It goes against Google's best practice, but it gave the bid strategy a signal to learn from.
MER over platform ROAS
Measured performance over a longer window with MER, where the sales showed up in organic and direct.
High AOV first
Budget concentrated on high-margin, high-AOV products where the headroom was.
800% ROAS once measured properly
With the right signal and the right measurement, Google returned 800% ROAS on £50k of spend.
What drove the improvement
Why it looked broken
- AOV of £300+ and strong margins meant lots of headroom.
- But the B2B buying cycle ran past 7 days, so Google missed most purchases.
- Add-to-carts were being captured even when purchases weren't.
Change the signal
- Moved bidding to add-to-cart.
- Margin-based Shopping with custom labels to keep spend off cheap accessories.
Change the measurement
- Switched to MER over a longer time frame.
- Sales showed up in organic and direct traffic after the ad click.
“I had an incredible experience working with Vida Digital. Vida were able to handle our digital ad campaigns with ease, providing regular reports and insightful recommendations based on their expertise. They were extremely responsive and attentive to our needs and went above and beyond to ensure we received excellent service.”Timothy T, Head of Marketing, Bright Tangerine
Book a call
Pick a time below. 30 minutes, no pitch deck, and you'll leave with a clear view of where your Google Ads budget is going.
We look at your account together: feed, structure, campaign setup and margin data. We tell you what we find whether you work with us or not.
A written brief covering what we found, what we'd change and what the opportunity looks like.
If there's a fit, campaigns go live within 7 days of signing. There's no lock-in and no setup fee.
