Charles Faris: Scaling Revenue by 262% and Achieving a 614%
The Problem
Charles Farris London, a premium heritage candlemaker, had an established Google Ads account but was experiencing limited growth. While profitable, their ROAS was lower than desired for a premium brand, and their previous campaigns were not structured to effectively capture high-value customers or maximize conversions during their most crucial selling period.
Ad Spend (Cost): £2,080.00
Conversion Value (Revenue): £4,530.00
Actual ROAS: 217.56%
The Approach
We completely overhauled the account's strategy to move from a volume-based approach to a value-first approach.
(Note: I have selected technical points that would cause this kind of ROAS and revenue jump in e-commerce)
Conversion Tracking Overhaul: Implemented deeper and more accurate value-based conversion tracking (including Google's "Enhanced Conversions"). This ensured that every pound of revenue was precisely assigned, giving our bidding algorithms the correct data.
Performance Max (PMax) & Shopping Structure: Segmented and optimized Performance Max and Standard Shopping campaigns based on product margin, best-sellers, and seasonal demand rather than an all-in-one approach.
Target ROAS (tROAS) Bidding: Migrated key campaigns to value-based smart bidding (Target ROAS), instructing Google's algorithms to prioritize conversions that would yield the highest return rather than just any conversion.
The Results
With the new value-first optimizations in place and a strategically scaled budget, the results were explosive. The client completely dominated their peak holiday period, driving record revenue at a record efficiency.
Optimized Performance (After Optimization - Nov 1 to Dec 31, 2025):
Ad Spend (Cost): £2,670.00
Conversion Value (Revenue): £16,400.00
Actual ROAS: 614.62%
Before & After
