EdgeConnect Systems
(Business name changed for confidentiality)
Service
Google Ads Management | Optimise
Timeframe
Ongoing Retainer
Scope
Full-Funnel Google Ads Management across Search, Shopping & Performance Max, with a ROAS target of 500%+
Operating Model
Lean In-House Marketing Function (Marketing Manager), supported by a larger technical, operations and fulfilment team
The Situation
An established UK-based e-commerce business in the highly competitive network infrastructure market was seeing strong demand, but performance and efficiency in paid acquisition were beginning to slip.
With a vast product catalogue, strict ROAS target, and only a single in-house marketing manager, the business lacked the bandwidth for the level of ongoing optimisation required to keep Google Ads performing at scale.
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A previous agency had originally structured the Google Ads account across Search, Shopping and Performance Max, but their involvement was largely limited to initial setup. Following their departure, there was little proactive optimisation, testing or strategic refinement of campaigns due to lack of staff bandwidth.
Without ongoing iteration, performance began to soften in the run-up to a critical trading period, with efficiency and ROAS coming under pressure across a growing and increasingly complex product range.
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The business operates in a densely competitive environment, targeting professional buyers such as electricians, installers and commercial contractors rather than casual, one-off consumers.
Success depends on consistently capturing high-intent, bulk-purchase demand across thousands of SKUs, while maintaining tight control of cost and margin. Even small inefficiencies in keyword coverage, feed structure or bidding strategy can quickly erode profitability at scale.
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All marketing activity was managed by a single in-house marketing manager, responsible not only for paid media but also wider commercial and operational priorities.
While the strategic direction was clear, there was insufficient time to provide the depth of day-to-day optimisation, testing and performance analysis required to manage a large, multi-campaign Google Ads account at the level needed to consistently exceed a 500% ROAS target.
With ROAS dropping significantly in August and performance becoming increasingly volatile, EdgeConnect sought senior-level direction to restore profitable momentum.
The Challenge
The leadership team needed to move from reactive, optimisation-led performance to a repeatable, commercially efficient acquisition engine that could:
Consistently grow high-intent demand across core product categories
Protect and improve ROAS in an increasingly competitive search landscape
Reduce reliance on constant manual intervention from a single in-house marketer
Create a structure resilient to seasonality and internal capacity constraints
Provide leadership with confidence to scale budgets without sacrificing profitability
ALIGN
Clarified the commercial search journey: from technical research → comparison → purchase-ready queries → repeat orders
Rebuilt conversion tracking and revenue attribution across keywords, categories, and match types
Aligned campaign structure and ad messaging with real buyer intent across engineering, procurement, and specification-driven searches
Connected marketing performance to margin, stock availability, and operational capacity rather than volume alone
The Approach
The strategy focused on first aligning commercial intent, then scaling what delivered profitable growth:
SCALE
Systemised Google Ads structure around high-intent product categories and profit-driving search themes
Restructured match types, negatives, and bidding to improve efficiency and ROAS stability
Introduced a repeatable optimisation cadence: search term mining, budget reallocation, and creative testing
Built performance reporting and forecasting to give leadership confidence to scale spend without sacrificing profitability
The Execution
Delivered through close collaboration with the in-house marketing team, commercial leadership, and technical stakeholders:
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The Google Ads account was rebuilt around clear intent tiers and product categories, separating research, comparison and purchase-ready searches. This created visibility over what was truly driving revenue, reduced overlap between campaigns, and allowed budgets and bids to be allocated based on commercial value rather than volume alone.
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A rigorous search term mining and negative keyword process was introduced to eliminate wasted spend and sharpen relevance. Match types were restructured to regain control over query quality, stabilise ROAS, and ensure budget was concentrated on high-intent, high-return searches in an increasingly competitive landscape.
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Bidding strategies and budget distribution were rebuilt around historical performance and margin, with spend progressively shifted into the strongest-performing categories and themes. This allowed scale to be applied confidently where efficiency was proven, while protecting profitability during periods of seasonal fluctuation.
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Clear performance views were established across ROAS, category contribution, and scalability thresholds, supported by a repeatable weekly optimisation rhythm. This created a system that could be maintained by a lean in-house team, while giving leadership confidence that performance would remain robust even when internal capacity was stretched.
The Results
ROAS (%)
Ongoing support, graph updated every few months with current results.
*Support scaled back over the holiday period.
Peak ROAS
1745%
From 912% within 90 days of restructuring.
Wasted Spend Reduced
-32%
Through query control and structural rebuild.
Scalable Budget Confidence
Structured forecasting enabled non-brand expansion.