Ellenvale Interiors

The Client

Ellenvale Interiors is an online soft furnishings retailer, founded in 2021, selling upmarket cushions, throws, bedding, tableware and outdoor ranges. The brand is built on timeless English country style, with heritage-inspired details and a considered, design-led feel that runs through everything they sell.

Like most home and garden eCommerce brands, their revenue leans heavily on peak trading periods, and their Google Ads account carries a large product range. That makes efficient paid media essential. Every pound of ad spend has to work, and the account has to be managed to the season rather than left on autopilot.

The Challenge

Ellenvale came to us after a period of low return on ad spend. They had run a strong Black Friday and November push, then kept budgets high into quieter trading without changing the bidding to match. The result was an account spending at peak-season levels on off-peak demand, and ROAS slipped as a result.

We took over Google Ads management on a temporary basis with a clear brief: recover ROAS and protect revenue, without simply pulling budget and shrinking the account.

On the way in, a few problems stood out:

Campaigns were bidding inefficiently, with no target ROAS to hold spend to a return.
Non-brand campaigns were full of brand search clicks, which flattered their numbers and made it impossible to manage brand and non-brand as separate strategies.
Budget was spread across strong and weak performers alike, so good campaigns were held back while poor ones kept spending.

Our Approach

We started with how the account was bidding. We moved every campaign onto a Target ROAS strategy so spend was tied to a return rather than to raw volume. Then, each time a campaign hit its target, we nudged the Target ROAS up by 10%. That let performance settle at each new level before we asked more of it, so we tightened efficiency steadily instead of choking the account with one aggressive change.

Next we separated brand from non-brand. The non-brand campaigns were littered with brand search clicks, which made the whole account look healthier than it was. We launched a dedicated brand campaign to capture that demand on its own terms, which kept brand and non-brand cleanly apart and let us build a proper strategy for each.

We then widened the account where it made sense for the brand. We added new Paid Search ad groups around long-tail luxury and interior design keywords that matched how Ellenvale’s customers actually search, and launched new campaigns for specific cushion colours and for the outdoor cushion range. On Shopping, we ran a feed-only Performance Max campaign built around only the highest performing products by ROAS and revenue, so the best sellers got the budget and attention they deserved.

Alongside this, we sharpened the ads themselves and cut the dead weight. We added callout and structured snippet extensions to take up more space on the results page and lift click-through and conversion rates. We paused poor performing asset groups, increased budget on the campaigns that were working, and pulled it back from the ones that were not.

The Results

The brief was to recover ROAS and protect revenue. We did both, and grew the account at the same time.

ROAS improved by 54%.
Conversions increased by 17%.
Revenue increased by 16%.
Cost per conversion improved by 35%.

In short, Ellenvale generated 17% more sales on 24% less spend. Rather than trading revenue for efficiency, or efficiency for revenue, the account delivered more of both. Separating brand from non-brand also gave a much clearer picture of where genuine, non-brand demand was coming from, which is the foundation for any sensible paid media plan going forward.

A 54% ROAS increase for Ellenvale Interiors

Ellenvale Interiors

Services Provided

The Client

The Challenge

Want to generate more sales on less ad spend?

Our Approach

The Results

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