Executive Summary
Safe.co.uk, the UK’s leading online security retailer founded in 2003, partnered with us in January 2020 to improve the performance of their long-standing Google Ads account. At the time, the business was facing significant disruption due to the COVID-19 pandemic, which reduced demand for key product categories, particularly safes and created a challenging environment for growth.
The account had also become highly complex and inefficient after more than a decade of management by multiple agencies, leaving it in need of a complete overhaul. Our primary objective was to increase actual profit (margin minus ad spend) while adapting the strategy to a reduced level of demand across the business.
To achieve this, we pivoted the strategy to focus on profitability rather than traditional gross revenue metrics, assessing campaign performance based on net profit to better protect the company’s bottom line. We reduced wasted spend on unprofitable products, prioritised audiences with strong purchase intent, and shifted product visibility towards higher-margin items.
The account was fully restructured to make it more agile and capable of responding to a rapidly changing market environment. By combining this strategic approach with technology from PPC Samurai to optimise performance at scale, the account successfully improved efficiency and profitability, ultimately delivering results 5% above the target POAS.