Project overview
Brightlane sells design-led homeware online across the UK. They had moved to Shopify and were spending steadily on Google Ads, but a single catch-all Shopping campaign was spending most of its budget on low-margin products.
They asked AY Experts to make paid search profitable at scale, without relying on constant discounting.
Plenty of spend, not enough profit
Our audit found three problems:
A thin product feed
Short titles, missing GTINs and generic categories meant products showed for the wrong searches.
One campaign for everything
Best-sellers and slow movers shared one budget, so the algorithm favoured cheap, low-margin items.
Product pages that leaked
Missing delivery information and few reviews meant many clicks never turned into orders.
What success looked like
- Reach a 4x return on ad spendacross Shopping and Performance Max.
- Grow online revenuewithout increasing discounting.
- Make product pages convertpaid and organic visitors better.
Our approach, step by step
- 1
Feed rebuild Weeks 1–3
Rewrote titles around real search terms, added GTINs, product types and custom labels for margin and best-sellers.
- 2
Campaign restructure Weeks 3–5
Split products into Performance Max campaigns by margin band, with brand exclusions and a Standard Shopping campaign for hero products.
- 3
Product page improvements Months 2–3
Added delivery dates, clearer photography, review widgets and product schema to the top 40 products.
- 4
Ongoing optimisation Months 3–5
Weekly search term reviews, new video assets and budget shifts towards the most profitable groups.
Before and after: key metrics
Paid performance in the month before we started vs month five.
| Metric | Before | After | Change |
|---|---|---|---|
| Return on ad spend | 1.9x | 5.4x | ▲ 3.5x |
| Cost per sale | £21 | £13 | ▼ 38% |
| Conversion rate | 1.6% | 2.9% | ▲ 81% |
| Products approved | 82% | 99% | ▲ 17 pts |
The results
Within five months, monthly online revenue from Google grew steadily while cost per sale fell.
“Shopping ads and product page SEO doubled our online revenue, and for the first time we know exactly which products make us money.”