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Caso de éxito · United Kingdom

From ROAS 1.9x to 8.6x
for premium bathroom brand in the UK

How NovaBath went from unprofitable Google Ads to their highest-revenue quarter ever, beating Amazon and Wayfair on their core categories through feed precision and Smart Bidding.

8.6×
ROAS achieved
+380%
Revenue from channel
12.3×
ROAS Christmas peak
Client NovaBath
Sector Premium bathroom accessories
Monthly budget £3,200 / month
Period 6 months
Market United Kingdom
Campaign type Shopping + Search + PMax

Starting point

Losing to Amazon on every keyword
while paying full price for clicks

NovaBath designs and sells premium bathroom accessories in the UK: freestanding taps, brassware, shower enclosures. Beautiful products at £80–£600 per item, with a loyal customer base built through Instagram — but a Google Ads account that consistently spent more than it returned.

The founder believed Google Ads simply did not work for premium home goods. The reality: the product feed was competing on the wrong battlefield. NovaBath was showing up for generic queries like «bathroom taps» where Amazon, B&Q and Wayfair dominate. The solution was not to spend more — it was to stop wasting clicks on battles they could not win.

The core problem: 74% of Shopping budget was spent on queries with commercial intent too broad for a premium brand. Searches like «cheap bathroom accessories» and «bathroom taps B&Q» were burning budget with near-zero conversion rates. The feed had no margin segmentation and no exclusion of value-hunting queries.

What we found

  • Product feed with generic titles: «Bathroom Tap Chrome» instead of «Freestanding Bath Tap Brushed Brass NovaBath Lara»
  • No margin segmentation — budget split equally between £80 accessories and £580 enclosures
  • Bidding on head terms where Amazon holds permanent position 1 with unlimited budget
  • No brand defence campaign — competitors bidding on «NovaBath» searches
  • No remarketing for product page visitors or basket abandoners
  • No Christmas season strategy — biggest trading period of the year left to chance
  • Zero audience signals in Smart Bidding — algorithm had no data on who actually buys

The strategy

Win where Amazon can’t follow

Amazon beats everyone on price and volume. But it cannot compete on brand specificity, premium positioning and long-tail product queries. That is exactly where we focused every pound of NovaBath’s budget.

Phase 01
Full feed rebuild
Rewrote all 180+ product titles to UK buying patterns: finish first (Brushed Brass, Matt Black, Chrome), then product type, then brand and collection name. Added GTINs, colour variants and room-type attributes. Shopping impressions increased 290% in week one without touching spend.
Phase 02
Margin-tier segmentation
Split the catalogue into three custom label tiers by gross margin. High-margin enclosures and brassware sets received a target ROAS of 6x. Low-margin accessories were restricted to brand and remarketing only. Channel margin improved 34% without changing the product mix.
Phase 03
Long-tail Search for premium intent
Stopped bidding on «bathroom taps» and focused on high-intent, brand-adjacent queries: «freestanding bath tap brushed gold UK», «Matt black shower set complete UK», «designer bathroom accessories gift». CTR went from 1.8% to 5.4% with dramatically higher conversion rates.
Phase 04
Brand defence + competitor conquest
Activated a brand campaign on «NovaBath» — ROAS 31x with minimal spend. Identified three direct competitors bidding on our brand terms and captured that traffic at £0.18 CPC. Additionally ran a conquest campaign on competitor brand terms with a comparison angle, generating 14% of conversions.
Phase 05
Audience-led Smart Bidding
Built customer match lists from NovaBath’s email database (8,400 buyers). Added in-market audiences for bathroom renovation and home improvement. Fed these signals into Smart Bidding — the algorithm immediately shifted spend towards higher-converting demographics, improving CVR 28% within 3 weeks.
Phase 06
Christmas trading strategy
UK Q4 is critical for home goods. 8 weeks out: dedicated landing pages for gifting, budget increased 4x, bid adjustments for London and South East (highest AOV). Boxing Day remarketing for post-Christmas bathroom renovations. Christmas week ROAS: 12.3x — best week in company history.

Results

The channel they almost shut down
became their best quarter ever

Six months in, Google Ads contributed 38% of NovaBath’s total revenue — up from 9%. The founder went from planning to cancel the account to approving a 3x budget increase for the following year.

Monthly ROAS
1.9×
Before
→
8.6×
After
+353% ROAS improvement in 6 months
The feed rebuild and margin-tier segmentation delivered the biggest single ROAS jump. Stopping spend on broad head terms where Amazon dominates freed budget for long-tail queries where NovaBath’s premium positioning wins.
Revenue from Google Ads
£6.1k
Per month before
→
£29.3k
Per month after
+380% revenue from Google Ads monthly
With the same base budget of £3,200/month, monthly revenue from the channel grew from £6,100 to £29,300. The channel share of total revenue grew from 9% to 38% over the six months.
Cost per acquisition
£42
Before
→
£17
After
−60% cost per acquisition
The combination of long-tail targeting, audience signals in Smart Bidding and improved landing page relevance halved the CPA. Lower acquisition cost on a premium AOV makes the economics of Google Ads significantly more compelling.
Conversion rate
0.9%
Before
→
3.4%
After
+278% conversion rate from Google Ads traffic
Sending higher-intent traffic to product-specific landing pages instead of the homepage, combined with customer match audience signals, nearly quadrupled the conversion rate from Google Ads visitors.
Seasonal peak
Christmas & Boxing Day — record week in company history

UK Q4 is the most competitive and most lucrative period for home goods. With 8 weeks of preparation — gifting-focused creatives, budget 4x, bid adjustments for South East England, Boxing Day remarketing for renovation buyers — NovaBath had their best trading week ever. Christmas week ROAS: 12.3x. Q4 Google Ads revenue: £94,000, a 520% increase on the previous year.

12.3×
Christmas ROAS

Month by month

The journey

The UK market rewards patience. Smart Bidding needs conversion data before it can optimise effectively — the first two months are about building the foundation, not chasing ROAS.

Month 1
Feed rebuild + negative keyword audit. 180+ product titles rewritten. Shopping impressions up 290%. ROAS jumps from 1.9x to 3.1x immediately. The founder sees the change in the first week and extends the contract. Brand defence campaign live: ROAS 31x from day one.
Month 2
Margin-tier segmentation + long-tail Search. ROAS: 4.8x. High-margin products now receive 65% of Shopping budget. Long-tail Search campaigns generating conversions at £11 CPA. Channel margin improves 34% without changing products or pricing.
Month 3
Customer match + Smart Bidding with audience signals. ROAS: 6.2x. 8,400 customer emails uploaded. Smart Bidding CVR improves 28% within 3 weeks. Remarketing for basket abandoners live — generating 16% of conversions with 5% of budget.
Month 4
PMax launch + competitor conquest. ROAS: 7.1x. PMax fed with customer lists and 3 months of conversion data. Competitor conquest on three direct competitors generates 14% of conversions. Monthly revenue from channel: £22,700.
Month 5
Christmas prep begins. ROAS: 7.8x. Gifting landing pages live, budget approved for 4x increase in December. Bid adjustments set for London and South East. Remarketing audiences built specifically for renovation-intent Boxing Day traffic.
Month 6
Christmas peak — record results. ROAS month average: 8.6x. Christmas week ROAS: 12.3x. Q4 Google Ads revenue: £94,000. Founder approves 3x budget for next year. Google Ads now generates 38% of total company revenue.

The UK market

6 things to know before running
Google Ads in the UK

The UK is one of the most competitive Google Ads markets in Europe. High CPCs, Amazon dominance in Shopping, and sophisticated consumers mean strategy matters more here than almost anywhere else.

Q4
Christmas is the biggest trading event
For home goods, fashion, and gifting categories, Q4 (October–December) can represent 35–45% of annual revenue. Without a dedicated Christmas strategy — starting 8 weeks out — a huge proportion of yearly income is left on the table.
£££
Highest CPCs in English-speaking LATAM
UK CPCs are among the highest in Europe. Average CPC for home goods is £0.80–£2.40. This makes feed quality and audience signals critical — there is no room for wasted clicks on broad queries with low purchase intent.
#1
Amazon dominates Shopping
Amazon holds the top Shopping position for most generic product queries in the UK. The strategy is not to outbid Amazon — it is to target specific, intent-rich long-tail queries where Amazon’s catalogue breadth becomes a weakness, not a strength.
87%
Mobile shopping but desktop converts better
87% of UK Google searches happen on mobile, but for high-ticket home goods, desktop still converts at 2–3x the mobile rate. Bid adjustments by device are critical — underbidding on desktop for premium products is a common and costly mistake.
LON+SE
London and South East drive premium spend
London and the South East account for 28% of UK population but over 40% of premium home goods spend. Geographic bid adjustments for these regions consistently improve ROAS for mid-to-high ticket products.
26d
Boxing Day — renovation season starts
26th December marks the start of UK bathroom and kitchen renovation planning season. Remarketing campaigns targeting Boxing Day and January are consistently among the highest-ROAS periods of the year for home improvement brands.

We were days away from cancelling Google Ads entirely. The account had never been profitable. PuroAds identified the problem in the first audit call: we were fighting Amazon on their ground. Within a month of rebuilding the feed and refocusing on long-tail, the numbers completely changed. Christmas was our best week ever.

JH
James Hartley
Founder · NovaBath

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Running Google Ads in the UK?

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