A D2C footwear brand whose ads were treading water on branded traffic. We rebuilt the strategy around new-customer acquisition and scaled Google Ads revenue from £27K to £231K a month, profitably, across 30 countries.
Stepprs is a UK-based D2C footwear accessories brand. They were already running Google Ads, but the campaigns were treading water, capturing people who mostly knew the brand already. ROAS looked healthy, yet the ads were claiming credit for sales that would have happened anyway.
We rebuilt the programme around acquiring cold, unaware audiences in the discovery stage, the customers who only buy because of the ad. Four months later, Google Ads revenue had grown 9×, from £27K to £231K a month, scaling profitably across 30 countries.
Spend was concentrated on branded search, customers who already knew Stepprs and would most likely have bought anyway.
Nothing was reaching new, unaware buyers in the discovery stage, so the ads weren't generating genuinely incremental revenue.
Without a scalable account structure or a plan for international growth, the campaigns were treading water rather than compounding.
We built detailed persona profiles defining each audience type, their needs, motivations and the problems they were trying to solve, so messaging could genuinely resonate. We then ran in-depth keyword research across every target market -- UK, US, Australia, New Zealand and Canada -- keeping only terms that were highly relevant with real search volume, then categorised them for campaign build.
We structured the account to scale, splitting campaigns by type and by country, so we could test strategically, identify winners and scale them efficiently. The strategy combined Search, Performance Max, Shopping, Demand Gen and Display, each structured by market to enable targeted testing and controlled growth.
Using the persona analysis, we wrote copy targeted at the specific problems each audience faced and positioned Stepprs as the solution. Every ad followed a proven framework refined over years of testing: target keywords, benefits to the audience, the desired outcome, social proof and a clear call to action.
We ran structured A/B tests on ad copy, bidding, product titles and audience signals, each test running two to four weeks with winners rolled out systematically for a compounding effect. We set a target ROAS based on the brand's margins and goals, and scaled budget behind the winning campaigns to grow total revenue and profit, not just efficiency.
The single biggest change was shifting spend from brand to non-brand, putting the vast majority of budget behind acquiring new customers rather than converting people who already knew Stepprs.
Combined with the compounding returns from structured testing and disciplined scaling, monthly Google Ads revenue grew from £27,000 to £231,000 -- a 9× increase -- while daily revenue climbed from around £400 to £12,400. Crucially, this growth held a profitable ROAS the whole way, scaling across 30 countries rather than spiking once and falling back.
| Metric | Start | Month 4 |
|---|---|---|
| Monthly revenue | £27,000 | £231,000 9× |
| Daily revenue | £400 | £12,400 |
| Reach | 5 markets | 30 countries |
| Budget focus | Brand-led | Non-brand |
"I could just leave everything Google Ads related in their hands and the results got better. One of the best investments I could have done for my business."
We run Google Ads as an accountable revenue system, built around your real margins and growth goals rather than vanity ROAS. If you want paid media that acquires new customers and scales profitably, let's talk.
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