£300K TO £1M+ A MONTH
Using Meta and Goolge to Drive 314 % Revenue Growth
Industry:
Home Decor
Services:
REVENUE UP
AOV UP
REVENUE FROM GOOGLE ADS UP
Order Revenue
The Background
Contempee, a UK-based home decor brand specialising in faux florals and wall art, has worked with Soar With Us since May 2023. By late 2023 the business was already healthy, £300K a month in revenue, but founder Thomas was still wearing “every hat,” running ads himself and feeling the limits of a lean, one-person media operation.
The Background
Contempee, a UK-based home decor brand specialising in faux florals and wall art, has worked with Soar With Us since May 2023. By late 2023 the business was already healthy, £300K a month in revenue, but founder Thomas was still wearing “every hat,” running ads himself and feeling the limits of a lean, one-person media operation.
The Challenge
SCALE META AND GOOGLE PROFITABLY
Despite early success, Contempee needed to:
- Scale profitably beyond £300 K/month without losing efficiency.
- Unlock creative learnings by region to push the right products at the right time.
- Diversify acquisition so growth wasn’t driven almost entirely by branded search.
Increased Contempee’s Meta conversion value by 190%. Here's how we did it
CONSOLIDATION
A big part of our initial strategy was in consolidating the Meta account structure so that we could scale winning ads aggressively - rather than having spend spread too thin and on concepts that weren’t performing as well. When we came onboard we transformed the account so that we had 3 main areas: A core scaling campaign, a creative testing area, and a region based campaign combined into one ad set.
TESTING PER REGIEON
We used the combined region structure for roughly a year and used it to scale Meta conversions by 380% YoY. But in order to get better creative learnings per region, we needed to change tactics. We split out the regional campaigns and embedded the creative testing into each country's campaign. This was the biggest unlock for deeper customer understanding and interest in each individual region.
It also enabled us to optimise each campaign according to it's individual breakeven and target NC-ROAS data (as each country has different shipping fees/ nuances that we need to factor in to maximise profit).
We now test new concepts and angles weekly in each CBO and let Meta allocate spend to the products and creatives that it sees potential in. This way we get individual learnings for each creative and don't see one creative hog the spends in ABO or ASC.
CREATIVE
The biggest unlock in Contempee's strategy was creative. They had some great early performers that were carrying spend and results prior to us taking the account on. But we knew implementing our testing and iteration process would take results to the next level.
We used the initial creative to guide us and broke it down into the specific elements that were working. The hook rates were great but the watch rate needed some work so we dove into the creative strategy and guided Contempee implement with what we know drives results.
This weekly creative feedback helped their team understand what it was about each creative that was and wasn't working. We then test the new batches of creative each week, find the winners and scale spend behind them to drive the account forwards.
SEASONALITY
Throughout the time we’ve worked together we started to realise that Contempee’s product range is seasonal. By looking at data we identified what products were trending at different points in the year and how colours were also affecting these trends.
Understanding this data helped us put a plan behind which products should be pushed and when for the maximum effectiveness of our ads strategy.
Since we started running their Google account, Contempee achieved a 374% increase in ad spend, 258% increase in revenue growth. Here’s how we used Google Ads to fuel this growth.
DATA SET UP AND TARGET TRACKING
As part of our tech stack, we implemented Triple Whale for visibility over key metrics like NC-ROAS, NCPA, Returns, Repeat Rate, LTV, and Net Profit. By using Triple Whale, us and Contempee can track live data against targets and prioritise profitability.
OPTIMISING SEARCH TERM STRATEGY
When we inherited the account, most conversions came from branded searches. To scale effectively and drive new customer growth, we focused on building non-branded conversions - without these it would be impossible to scale.
SHOPPING CAMPAIGN & PRODUCT CATEGORISATION
With a profitability-focused approach, we launched shopping campaigns while excluding branded and competitor terms to concentrate on generic searches. We do this with absolute confidence driven by data strong profitability data from other brands we work with. We categorised products by type and set tROAS goals tailored to each range, which enhanced ad spend on previously underutilised products (zombie products) and drove strong revenue growth in the UK.
EXPANSION INTO NEW MARKETS
Following UK success, we mirrored our strategy in the US and Australia, achieving impressive results.
The Results:
Exponential Growth and a Repeatable Playbook
REVENUE UP
AOV UP
REVENUE FROM GOOGLE ADS UP
They don't just look at top-line revenue and make decisions based off of that. They look at your business as a whole, your margins, your unit-economics and think about what they need to do to grow in a profitable way - rather than growing for growing sake.
Thomas Ellens
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