Bonnie and Neil is an established Australian homewares brand with a strong identity, loyal customer base, and a beautifully curated online store.
Google Ads was already running when we took over the account - however, it was being treated as a maintenance channel rather than a driver of growth. Their budget was conservative, there was no clear ongoing strategy, and the account wasn’t actively being steered toward scale.
As a result, significant growth potential was being left on the table.
There was minimal historical data to analyse
Everything was in one campaign, making analysis tricky
Budget constraints limited reach and growth
There was no clear scaling framework to support sustainable growth
Campaigns lacked ongoing optimisation and expansion
There was demand for the product, but the ads were lacking visibility
Overall, the challenge was that Campaigns were converting efficiently within their constraints, but limited budget, visibility, and a lack of structured scaling prevented meaningful growth.
We started with a full audit of the account from top to bottom to clearly understand what was working, what wasn’t, and where opportunities were being missed. From there, we refined the campaign structure through smarter segmentation, set an appropriate budget aligned with business goals, and identified key areas to increase visibility by capturing more impression share. Ongoing analysis and optimisation ensured the account continued to improve and perform more efficiently over time.
When we reviewed the account data, it was clear that demand wasn’t the issue - visibility was. Search volume across relevant product and category terms was strong, however, the account was only capturing ~31% search impression share, meaning our products weren’t showing up for almost 70% of searches. This presented a clear opportunity to scale without sacrificing return.
We helped their marketing team calculate a Google Ads budget based on a proportion of total online revenue. This ensured marketing spend stayed aligned with business performance, not arbitrary limits. This allowed us to:
Scale up spend when the business was growing
Reduce the spend during quieter periods
Ensure the campaign performance was sustainable and predictable
This approach ensures Google Ads acts as a growth lever, not a fixed cost - allowing the business to invest more when returns justify it, and protect margins when they don’t.
To support scalable and controlled growth, we restructured the account and introduced several new campaign types, including:
Introduced for the first time to expand reach across high-intent placements while maintaining strong return on ad spend. This quickly became our second highest revenue-generating campaign.
These campaigns were launched to enable clearer performance analysis at a product category level and allow more precise budget control, factoring in product margins and search demand.
While it’s not often necessary to bid on brand terms, there is a place for it, namely when there are competitors bidding on our brand name. Segmenting brand terms into their own campaigns allowed us to intentionally apply a lean spend while maintaining visibility and impression share by having a higher ad quality score over our competitors.
This is one of our favourite strategies because it allows us to gain insight into additional search queries that convert well. By analysing these large volumes of search terms paired with unique ad copy, we identified prospective new opportunities for growth.
With our new structure in place, we boldly increased monthly ad spend by 1,956%.
As the return on ad spend increased we were able to allocate more budget toward new-customer acquisition campaigns. These campaigns were designed specifically to target users who had never visited the Bonnie and Neil website directly expanding their brand growth.
We migrated the product feed away from Shopify’s native “Google & YouTube” app to an advanced customisable product feed that enabled us to:
Optimize the feed with bulk editing & metafields mapping
Create automated feed rules
Create unique promotions feeds for key shopping events which were especially important during Black Friday and Boxing Day sales.
As spend increased, it was vital that campaigns were continuously optimised to:
Increase return on ad spend
Prioritise high-performing products and categories
Ensure that as revenue increased, the cost per acquisition wasn’t becoming unprofitable.
We worked closely with managers across other paid media channels, to ensure the entire marketing spend was allocated where it was having the greatest impact, rather than locking budgets into individual channel silos.
Together, we analysed how users were moving through the purchase journey and budgets were assessed and modified on a month to month basis towards channels that were seeing the strongest demand and driving the highest quality customers.
The overall impact of unlocking scale was immediate and substantial:
1,956% increase in Google Ads spend
3,917% increase in Google Ads revenue
8.9X return on ad spend (ROAS)
Unlocking this level of scale transformed Bonnie and Neil’s Google Ads campaigns from a minor contributor into a core growth channel. By reallocating the budget with intent and supporting it with a scalable account structure, Bonnie and Neil achieved significant revenue growth while maintaining strong efficiency. This strategy highlights the impact of decisive, data-led investment in channels that are already proving their value.
