Client
Ruby & Daisy runs a fast-moving womenswear boutique and Shopify store. The team hand-picks clothing, accessories, and homeware from independent designers with a clear focus on quality and ethics. Their Instagram-driven audience buys new drops quickly, both in-store and online.
Ruby & Daisy had a loyal audience and a busy shop floor, yet their Shopify store lagged. We rebuilt paid search from the ground up around margin, audience data, and product seasonality. The result: search CTR up 438%, conversion rate up 264%, 223% more orders, and a 2,907% return on ad spend.
The Brief
Ruby & Daisy had strong demand from social media and loyal local customers. Their Shopify store lagged in store performance. The brief was simple and direct: scale online revenue through paid search without destroying margin, and prove it with precise numbers.
The Solution
We started with the numbers. Tracking and attribution came first: Google Analytics, Google Ads, and Merchant Centre underwent a full audit and clean setup, down to the product level.
With clean data in place, we rebuilt the Google Ads account around three pillars:
- Margin-first structure: campaigns and ad groups grouped by margin, stock depth, and new-in pieces instead of broad categories.
- Audience-led search: search and shopping campaigns aligned with behaviour from social, past buyers, and high-intent site visitors.
- Seasonal product feed: Merchant Centre feed segmented by collection, season, and promo status, with custom labels that matched how the Ruby & Daisy team actually merchandised.
Bidding strategies were tested and adjusted by campaign type and product set, with a clear target: high ROAS at a cost per acquisition that the owners could scale.
Results
Within the first [insert timeframe you are comfortable sharing], the Ruby & Daisy account delivered:
- Search click-through rate up 438%
- Conversion rate up 264%
- Orders up 223%
- ROAS at 2,907%
- Revenue up 2,749%
Key levers:
- Dynamic remarketing to previous buyers and high-intent browsers to recover abandoned baskets and drive repeat orders.
- Ongoing UX feedback to the Ruby & Daisy team around navigation, search, and checkout friction.
- Structured testing of ad copy, extensions, and formats, driven by live dashboards built around ROAS, revenue, and margin.
Ready to turn your online store into your best sales channel?
Whether you manage campaigns yourself, need a hands-on partner, or want a complete rebuild of site and PPC, we step in at the level you choose. Share your current numbers and tech stack, and we will map a paid search plan that matches your margin and growth targets.
