Lay-Z-Spa is the UK’s most renowned, most energy-efficient, and most 5 star reviewed inflatable hot tub brand. They engaged me to take on their PPC account with a view to improve their Google Ads performance, increase their return on ad spend (ROAS) and profitability, and revamp their long-term PPC strategy to aid their year on year growth goals.
THE CHALLENGE
With large budget and ambitious growth targets, Lay-Z-Spa were advertising at huge scale, but not achieving profitability beyond a certain spend level. The nature of scale was incurring diminishing returns and a difficulty reaching a consistent ROAS needed for their margin. A highly seasonal product line also meant a full-funnel, annual strategy was required to really capitalise on market buoyancy in summer, without neglecting essential brand building awareness and data nurture in the off seasons - an essential activity for maximising a seasonal boom.
SO, HOW?
Starting with an in-depth audit of the PPC account, I uncovered multiple areas where their current strategy was suboptimal and heavy wastage was being incurred. I initiated a complete copy and asset review, as well actioned a 20 point PPC audit over the course of three months. This was focused around fixing all suboptimal structures and bidding strategies, improving ad rank, optimising product feeds in Google Merchant Centre, and channelling budgets effectively to squeeze the very best performance out of the account. Since taking over this account in March 2023, the year on year ROAS for the March to December period has improved from a 8.49x ROAS in 2022, to a 26.7x ROAS for the same period 2023.
“James is a highly effective PPC specialist and a true extension of our team. He's very knowledgeable & technically gifted, a great communicator, trustworthy, and has been instrumental in significantly increasing the performance of our campaigns”
Head of eCommerce, Lay-Z-Spa UK
Sam Arnold
Take your PPC to the next level today.