Achieving 4.8x ROAS & 42% Lower CPA for a Luxury UK Retailer
Restructuring legacy Google Ads campaigns into single-intent ad groups, smart bidding architectures, and custom landing page funnels to eliminate ad waste.
Key Outcomes & Framework
Performance Metrics
Executive Summary
Mayfair Horology & Goods is an established British luxury watch and leathergoods retailer. While brand demand was strong, paid acquisition channels were hemorrhaging budget due to broad keyword matching, fragmented product feeds, and generic landing pages with high bounce rates. Farway Labs redesigned the client's paid search architecture from the ground up.
The Challenge: Runaway Ad Spend & Poor Quality Scores
The client's historical agency had consolidated broad match keywords into automated campaigns without search term guardrails, resulting in costly clicks for non-luxury search terms and an unsustainable 1.7x ROAS.
The Solution: Granular Intent & Value-Based Bidding
- Negative Keyword Matrix: Implemented a comprehensive exclusion list blocking 1,400+ irrelevant and low-intent search queries.
- Value-Based Bidding (tROAS): Configured server-side conversion tracking syncing first-party profit margin data to Google Ads, enabling algorithms to bid aggressively for high-margin buyers.
- Bespoke Landing Page Experiments: Designed frictionless, high-speed mobile checkout flows that lifted conversion rate by +34%.
The Commercial Impact
Within 90 days, Mayfair Horology achieved a 4.8x blended ROAS, slashed customer acquisition costs by 42%, and expanded monthly sales volume by 185% without increasing overall ad spend.