• Daily revenue: £400 → £12,400
• 9X Google Ads revenue growth (£27k → £230k in 4 months)
• Scaled profitably across 30 countries

Stepprs, a UK-based D2C footwear accessories brand, was running Google Ads, but their campaigns were just treading water. Ads were mostly capturing people who already knew the brand, resulting in wasted spend and little true growth. Four months later, their daily revenue was 31x higher, and their ads were profitably scaling across five international markets.

They were running Google Ads to drive early sales, but significant strategic gaps meant their campaigns were barely breaking even.

A lack of a well-thought-out strategic plan, a solid account foundation and a plan for scaling resulted in campaigns that were spending nearly exclusively on branded traffic – that is, those were already aware of the brand through other sources, such as social media, and had already likely decided they were interested in purchasing Stepprs products.

Stepprs were effectively paying for sales that would have happened anyway. Even without ads, this audience would likely have purchased. So while ROAS looked healthy, the campaigns weren't truly generating incremental revenue.

If Stepprs was really going to use Google Ads to scale, they needed a planned strategy that would allow them to capture cold audiences – i.e. those who are still in the 'discovery' stage and are not already aware of the brand. This approach would allow them to systematically scale their customer numbers and revenue, and ensure their Google Ads spend would help them to generate revenue, rather than claiming credit for sales that were already going to take place.

Research

We started by performing in-depth research into the target audience, creating detailed 'persona profiles' that clearly defined the different audience types we should target, and their specific needs, desires and motivations. By understanding the problems they are trying to solve and what drives their purchasing decisions, we would be able to craft an ad strategy and messaging that would truly resonate and drive revenue most effectively.

We then performed in-depth keyword research into all of the keywords the audience uses when searching for Stepprs products across all the key markets we planned to target: UK, US, Australia, New Zealand and Canada.

Our goal was to find keywords that were:

• Highly relevant to the products
• Had substantial search volumes

We then categorised these keywords and prepared them for campaign implementation.

With a clear understanding of the audience and search demand, we moved on to building a robust account structure designed to scale efficiently.

Account Structure

We built a scalable account structure, splitting campaigns by type and country. This allowed us to test strategically, identify winning approaches, and scale them efficiently.

The strategy combined Search, Performance Max, Shopping, Demand Gen, and Display campaigns, each structured by country to enable targeted testing and scalable growth.

Crafting Ad Copy

Using our persona analysis as a guide, we crafted ad copy that was highly targeted to the specific problems that the target audience face, and positioned Stepprs as a perfect solution.

Our ads followed a proven psychology-driven framework we've refined over years of testing.

Each ad was crafted to hit the following points:

• Target keywords
• Benefits to audience
• Desired outcome
• Social proof
• Call to action

Testing and Scaling

The next steps were implementing our campaign strategy and continually A/B testing to drive incremental improvements.

We continuously ran structured A/B tests on ad copy, bidding strategies, product titles, and audience signals. Each test ran for 2–4 weeks, with winning variations rolled out systematically, creating a compounding effect on performance over time.

This approach is how we achieve continual improvements in cost-effectiveness and ROI with every week and month that passes.

We calculated a target ROAS to achieve based on the business's profit margins and goals, and made our decisions to scale spend and revenue based on this target.

As we continued to drive ROAS higher on the winning campaigns and ads, we increased our budget allocation to ultimately generate more overall revenue and profit.

Four months later, Google Ads revenue had grown 9X — from £27,000 to £230,000 — while maintaining profitability across five markets.

Results

The single biggest change we implemented to drive growth in real incremental revenue was to shift the strategy to focus primarily on non-brand traffic. This change resulted in the vast majority of the ad budget being spent on acquiring new customers, rather than helping to convert those already aware of the Stepprs' brand and products.

The implementation of this strategy, along with the compounding returns from testing and strategic scaling, has resulted in a massive increase from £27,000 to $231,000 in monthly revenue, and a highly profitable ROAS.

With a continuation of our current progress, we expect to hit £500,000 in monthly sales by the end of the year.  We're excited to see what the coming months and years bring.