How Smarter Google & Meta Advertising Delivered Higher ROI and Sales
Lily Charmed is a jewellery brand celebrated for its meaningful, handcrafted pieces. With a strong product range and established brand presence, Lily Charmed approached us to help them achieve growth by improving the performance of their paid media activity – with a clear focus on acquiring new customers and achieving stronger ROI.
The Challenge
Prior to working with us, Lily Charmed’s paid advertising campaigns were delivering inconsistent and relatively low returns. The objectives were clear:
- Improve return on ad spend (ROAS)
- Increase revenue from paid channels
- Reduce inefficient ad spend
- Achieve growth by acquiring new, loyal customers
Our Approach
We implemented a full-funnel paid media strategy across Google Ads and Meta Ads that focused on acquisition, conversion and retention, with a strong emphasis on efficiency, smarter targeting, and continuous performance optimisation.
Key actions included:
- Restructuring Google Ads campaigns to prioritise high-intent search terms and the most profitable product categories
- Refining bidding strategies and reallocating budgets to maximise ROAS
- Improving Meta Ads conversion performance through audience optimisation, creative testing, and better funnel alignment
- Ongoing testing, learning, and optimisation driven by performance data
The Results (Within 6 Months)
Google Ads Performance
Compared to the previous year, Google Ads delivered significant efficiency and revenue gains:
- 105.96% increase in ROAS
- 42.22% increase in revenue
- 31.58% increase in average order value
As a result, Lily Charmed utilised their media spend much more efficiently – driving a major improvement in overall profitability.
Meta Ads Performance
On Meta, our focus on conversion quality and funnel optimisation delivered strong improvements:
- 11.37% increase in conversion rate
- 9.80% increase in average order value
- 36.94% increase in checkouts initiated
These results reflected improved audience targeting, stronger creative relevance, and a more efficient customer journey from discovery through to purchase.
The Outcome
Within just six months, Lily Charmed experienced a clear transformation in paid media performance. By prioritising efficiency and strategic optimisation rather than increased spend, we helped the brand achieve stronger ROI, higher sales, a larger customer base and more sustainable growth across both Google and Meta advertising platforms.
Key Takeaway
Growth doesn’t always require a larger budget. Strategic optimisation, data-driven decision making, and continuous testing can unlock significant performance gains and long-term success.
