Project Duration: 19 Months | Google Ads Profitability
Achieving 1.59:1 ROAS by Mastering UK Postal Code Targeting
Scaling a premium UK on-demand service profitably by transitioning from broad city targeting to surgical, data-driven postal code precision, driving **£219,000** in traceable revenue.
£219K
Total Revenue Driven
1.59:1
Return on Ad Spend (ROAS)
212K
Total High-Intent Clicks
£0.65
Highly Efficient Average CPC
The Challenge: Wasted Spend in Broad Geographic Areas
- **Unprofitable Targeting:** Campaigns targeted entire cities (London, Manchester), leading to high spend in low-demand, unprofitable peripheral zones.
- **Cost Inefficiency:** High CPA prevented scalable growth, requiring a significant reduction to hit profitable ROAS targets.
- **Technical Dependency:** Success hinged on fixing critical, pre-existing conversion tracking issues (duplicate purchase events) and stabilizing booking data.
- **Budget Leakage:** Lack of rigorous negative keyword mining resulted in budget waste on irrelevant searches.
The Solution: Hyper-Precision Geographic Refinement
Phase 1: Data Diagnostics & Clean-up
Initial setup and debugging of e-commerce tracking, which stabilized booking data before any budget scaling could occur.
Phase 2: Surgical Targeting Pivot
Shifted all campaigns from broad city targeting to surgical, postal code-level targeting to focus budget on high-value clusters.
Phase 3: Automated Bidding for ROAS
Utilized Maximize Conversions with a Target CPA (tCPA) strategy, optimized continuously with clean data to drive volume cost-effectively.
Phase 4: Budget Protection
Continuous, rigorous negative keyword mining, a practice that drove the Average CPC down to an efficient **£0.65**.
Cost vs. Revenue Driven: Achieving 1.59:1 ROAS
Implementation: Highly Optimized Ad Copy
Effective Ad Copy and Extensions were crucial to ensuring high Quality Score and CTR. This drove down the Average CPC and ensured our ads were displayed prominently for high-intent, geo-targeted searches.
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Final Google Ads Performance Summary
£138K
Total Media Spend (Cost)
19 Months
Engagement Duration
55%
Profit Margin on Ad Spend
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