Luxury British fragrance brand

Despite a strong brand reputation, they struggled with:

• High price objections: The luxury price point made conversion difficult, with customers unwilling to commit without first experiencing the product.
• Shipping cost concerns (US market): Flat shipping rates discouraged small purchases, reducing overall order volume.
• Limited payment options: The lack of payment solutions created friction for customers looking to spread the cost.
• Tracking and data issues: Initial performance fluctuations due to tracking limitations prevented accurate campaign optimisation.

Their objective was clear: deliver a ROAS of 3+ while rebuilding performance foundations across paid search, social and creative. However, what they really needed was a comprehensive growth strategy to tackle the above challenges. 

1. PPC strategy: Strategic product and audience segmentation
Our Google Ads strategy focused on product-level control and phased optimisation:

• Product optimisation: High-ticket items over £500 were deprioritised to align with customer conversion trends.
• Shopping campaign structure: Initial campaigns grouped products to collect performance data, later segmented by bottle size (2ml, 10ml, 50ml, 100ml) for granular bidding.
• Market targeting: UK campaigns prioritised high-intent search queries; in the US, we targeted specific states based on luxury spending behaviour.
• Feed optimisation: We enhanced visibility for overlooked SKUs and improved product data across the feed.

2. Creative strategy: Value and ingredient-led experiential creative
We anchored a data-backed creative strategy around ingredient-led storytelling and value-driven experiential visuals, reinforcing the product’s exotic luxury value. To support price-sensitive audiences:

• We promoted trial-size 10ml discovery sets to reduce commitment and improve conversion rates.
• Klarna was introduced as a flexible payment solution in the UK and incorporated discreetly within ad content to avoid diluting luxury perception.
• Creative across both markets retained premium aesthetic standards while deploying direct-response principles through sequential messaging, copy, and design.

3. Meta strategy: Broad reach, Refined engagement
Our Meta Ads strategy focused on capturing interest-driven, high-income audiences with potential for luxury purchase intent.

• UK targeting: Focused on retargeting, Klarna-integrated messaging, and reinforcing product value.
• US targeting: Emphasised trial formats and bundled purchases to offset flat-rate shipping concerns.
• Audiences were refined using signals from website engagement, conversion data, and high-LTV profiles.

We managed to scale this premium fragrance brand to record-breaking performance in just a few months—taking the brand from underperformance to sustained profitability across both paid channels.

Across PPC, we delivered a 575% increase in ROAS from June to November, reaching 4.27 in January and climbing to 5.24 in February, a difficult month for most brands. Conversion rates surged by 1000%, with a matching 1000% increase in sales, thanks to precise product segmentation, price-point optimisation, and market-specific campaign structures.

On Meta, we achieved a 3.2x ROAS. Our strategy focused on high-intent luxury audiences and capitalised on discovery set promotions, resulting in a 679% increase in conversion. Klarna integration in the UK further drove performance, boosting conversion rates by 26%.

Overall, our full-funnel approach and creative strategy led to:

• 871% increase in sitewide orders
• 954% increase in new customer sales
• 322% increase in product pageviews
• 87% increase in time on product pages
• 37% reduction in drop-off rate
• 44% lift in site engagement

These results are a testament to the impact of aligning PPC, paid social, and creative strategy under one unified, data-driven growth engine.