Cremo is a premium men's grooming brand with a strong product offering and a clear appetite for growth, but their Paid Search account wasn't keeping pace. Spend was being distributed without a clear hierarchy of priorities. Brand and non-brand campaigns were competing for budget without a coherent structure, and conversion tracking gaps were making it difficult to understand what was actually working.
Campaigns were generating traffic, however they haven’t generated meaningful returns. ROAS was below target, revenue was falling short of forecasts, and there was no clear line of sight between spend decisions and commercial outcomes.
Cremo needed a strategic partner who could diagnose the structural issues, rebuild the account around commercial priorities, and create a foundation from which performance could compound over time.
We approached the account with a Test & Learn mindset, starting with a thorough audit before making structural changes that could compound over time.
One of the most impactful early decisions was separating brand and non-brand campaigns into distinct structures, each with its own budget allocation and bidding logic. Brand Search, where users are already signalling intent to purchase Cremo, was treated differently to non-brand activity, which focuses on capturing new demand. This separation gave us far clearer data on what was driving conversions and where the budget was being wasted.
We rebuilt the campaign architecture around commercial priorities rather than product categories alone. Campaigns were organised to ensure the highest-value search terms, those with the strongest purchase intent, received the budget and visibility they deserved. Lower-priority activity was scaled back or restructured to reduce cost per conversion.
Bidding strategies were aligned to actual conversion goals rather than click volume. This shift, from optimising for traffic to optimising for revenue, was central to improving ROAS. As the account accumulated cleaner conversion data, smart bidding was able to work more effectively, driving further efficiency gains over time.
Alongside the paid media work, a new website was in development, a further lever expected to improve on-site conversion rate and unlock additional ROAS gains as the account continued to mature.
Following the structural changes, every key efficiency metric moved in the right direction month on month:
• Revenue increased by +11.86%, demonstrating that the restructured campaigns were generating stronger commercial returns from the same spend.
• ROAS improved by +8.97%, reflecting a more efficient relationship between budget and revenue.
• Conversions grew by +4%, showing that more of the traffic arriving was completing a purchase.
• Average CPC fell by -4.25%, meaning the account was reaching the right audiences at a lower cost per click.
• Cost per conversion also decreased, confirming that the efficiency gains were real and not simply the result of a cheaper traffic mix.
• Average order value increased by +7.56%, suggesting the refined targeting was reaching higher-intent, higher-value customers.
The trend line was clear: as the structural changes took hold and conversion data accumulated, performance was improving consistently. With a new website also on the horizon to further reduce friction in the customer journey, the foundations were firmly in place for continued growth.
While Paid Search performance is often influenced by budget, its true effectiveness is rooted in structure. Building campaigns around commercial intent, rather than sheer keyword volume, creates a more efficient, scalable account over time. For Cremo, transitioning from an unstructured setup to a deliberate, data-led architecture not only drove measurable improvements across key efficiency metrics, but also established a strong foundation for continued growth as the wider ecommerce experience evolves.
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