How We 4x'd ROAS for a UK E-Commerce Retailer

The Challenge

A fast-growing UK e-commerce retailer was spending aggressively on paid media but seeing diminishing returns. Their ROAS had plateaued at 1.1x, margins were thinning, and the internal team lacked the data infrastructure to pinpoint which channels and creatives were actually driving profit.

Our Approach

1. Audited every active campaign across Google, Meta, and TikTok to identify wasted spend and creative fatigue.
2. Built a real-time attribution dashboard connecting ad platforms to Shopify revenue data so the team could see true contribution margin per channel.
3. Restructured campaign architecture around high-intent audiences, deploying dynamic product ads with refreshed creative on a fortnightly cycle.
4. Introduced incrementality testing to prove which spend was genuinely additive versus cannibalising organic demand.

Results

• ROAS climbed from 1.1x to 4.2x within 90 days.
• Cost per acquisition dropped by 38% while order volume increased 27%.
• The attribution dashboard became a permanent decision-making tool for the marketing team.

Key Takeaways

• Measurement infrastructure is a prerequisite for scaling spend profitably.
• Creative refresh cadence matters as much as audience targeting.
• Incrementality testing prevents you from paying for conversions you would have earned anyway.