$37K to $1M+ a Month in Ten Months
An online insole brand whose ads were only reaching people who already knew them. We rebuilt the strategy to find new buyers and scaled Google Ads revenue from $37K to over $1M a month, profitably, across four key markets.
Growth That Wouldn't Have Happened Without the Ads
Stepprs is a UK-based online insole brand. They were already running Google Ads, but the campaigns were treading water, capturing people who mostly knew the brand already. The numbers looked healthy, but the ads were claiming credit for sales that would have happened anyway.
We rebuilt the programme around reaching people who had never heard of the brand, the customers who only buy because of the ad. Ten months later, Google Ads revenue had grown 27×, from $37K to over $1M a month, scaling profitably across 30 countries.
Three Problems Were Capping Growth
Paying for sales they'd already win
Spend was concentrated on branded search, customers who already knew Stepprs and would most likely have bought anyway.
No way to reach new buyers
Nothing was reaching buyers who had never heard of Stepprs, so the ads were not bringing in any new revenue.
No foundation built to scale
Without a setup built to grow or a plan for international expansion, the campaigns had stalled instead of building momentum.
What We Built, and Why
Audience and keyword research
We started by understanding who buys insoles and why, building profiles of each buyer type and the problems they were trying to solve. That shaped everything that followed. We then researched the searches those buyers actually run across the UK, US, Australia and Canada, keeping only terms with real volume and genuine relevance.
Campaign structure
We split campaigns by type and by country so each one could be tested, measured and scaled independently. Search, Shopping, Performance Max and Demand Gen each had a clear role, structured by market to enable controlled growth without one campaign cannibalising another.
Ad copy
Every ad spoke directly to a specific problem and showed how Stepprs solved it. Copy was written for the buyer, not the product, then tested and refined until the messaging consistently converted.
Testing and scaling
We tested different versions of the ads, changing the wording, targeting and product listings. Each test ran for two to four weeks, and we rolled out the winners so gains built on each other. We set a profit target based on the brand's margins and goals, and scaled budget behind the winning campaigns to grow total revenue and profit, not just efficiency.
Broader reach
Once the account had enough conversion data and filters in place to block irrelevant traffic, we widened the targeting to reach more buyers. On our best-performing campaigns, this led to an average 40% increase in revenue across our main markets without reducing profitability.
$1M+ a Month, From New Customers
The single biggest change was shifting spend from brand to non-brand, putting the vast majority of budget behind acquiring new customers rather than converting people who already knew Stepprs.
Combined with the compounding returns from structured testing and disciplined scaling, monthly Google Ads revenue grew from $37,000 to over $1,000,000, a 27× increase, with peak daily revenue hitting $60,000. Crucially, this growth stayed profitable the whole way, scaling across 30 countries rather than spiking once and falling back.
| Metric | Start | Month 10 |
|---|---|---|
| Monthly revenue | $37,000 | $1,000,000+ 27× |
| Peak daily revenue | $1,500 | $60,000 |
| Reach | 4 markets | 30 countries |
| Budget focus | Brand-led | Non-brand |
"I could just leave everything Google Ads related in their hands and the results got better. One of the best investments I could have done for my business."
Want Results Like These?
We run Google Ads as an accountable revenue system, built around your real margins and growth goals, not numbers that just look good on paper. If you want ads that bring in new customers and grow profitably, let's talk.
- We review your setup and goals, and run a free audit of your site and ads.
- You get a straight answer on whether paid advertising is right for you.
- If we're a fit, we map out the next steps together.
Intro & strategy call
30 min · video or phone
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