How expanding and restructuring Nikura's Google Ads account added £557K in revenue and 12,500 more conversions in 10 months - with a 6.7x return on every extra pound spent.
Jun 2025 – Mar 2026 · vs. Aug 2024 – May 2025Same brand. Bigger infrastructure. The difference is what was built.
Nikura is a UK-based e-commerce brand selling essential oils, carrier oils, fragrance oils, candle wax, and aromatherapy products including the Misti ultrasonic diffuser. With a broad catalogue, strong organic demand, and both B2C and B2B wholesale revenue streams, Nikura had the building blocks to scale.
When we started working together, the account had a functional foundation - but it was missing the structure and coverage to grow efficiently.
The existing account was running a small number of generic Shopping and Search campaigns. Significant product categories had no dedicated campaign coverage. New product lines had no ad presence at all. And the B2B wholesale business - which accounts for a meaningful share of revenue - had no branded search presence.
The opportunity wasn't to fix what was broken. It was to build what wasn't there yet.
Adding budget is easy. Adding structure that earns it back is not.
Launching seven new campaigns simultaneously creates real risks: budget overlap, quality score dilution, campaigns competing for the same auctions. The challenge wasn't just to build more campaigns - it was to build an account architecture where every campaign had a defined lane, a clear job, and the right targets for its product economics.
Nikura's catalogue spans products with meaningfully different margins. A carrier oil and a premium diffuser are not the same business case. An account that treats them identically wastes budget on one and underinvests in the other. Getting this right is what separates campaigns that scale from campaigns that bleed.
Three structural decisions that produced £557K in additional tracked revenue.
The existing Generic Shopping campaign was doing the heavy lifting across the entire catalogue - but not all products carry the same margin. The first structural move was to break out dedicated Shopping campaigns for Carrier Oils, Wax, and the Misti Diffuser, each with ROAS targets calibrated to their unit economics rather than a one-size-fits-all target.
This meant Carrier Oils (operating at 4.0x ROAS) and Wax (4.58x ROAS) were no longer cannibalising budget from the higher-margin product lines - and the Misti Diffuser Shopping campaign launched with its own dedicated coverage, generating £98,568 in tracked revenue from a standing start.
Search coverage was thin. Generic Shopping campaigns capture product-aware shoppers - but they don't reach customers in earlier, intent-signal moments. Three new Search campaigns filled this gap:
The previous account optimised for conversion count. Every campaign was migrated to Maximise Conversion Value with Target ROAS - telling Google's algorithm to find customers who spend more, not just customers who convert.
The impact is visible in the numbers: revenue per conversion improved from £32.91 to £35.06 across the account as volume grew by 23%. More conversions and better ones. That combination only happens when the bidding objective is correctly set.
Jun 2025 – Mar 2026 vs. Aug 2024 – May 2025
Nikura invested £82,823 more in ad spend and received £557,469 more in tracked revenue - a 6.7x return on every incremental pound. Revenue per conversion also improved while volume grew, meaning the account isn't just finding more customers - it's finding better ones.
The biggest wins didn't come from tweaking existing campaigns - they came from filling gaps. Carrier Oils, Wax, DSA, Misti, B2B Brand: these were revenue channels sitting dormant with no ad coverage. The first job was to build the infrastructure that made growth possible.
Each new campaign was designed around the economics of its product category, not a generic account-level target. That separation means spend flows toward the campaigns that can sustain it - and each campaign can be held to a ROAS target that reflects its actual margin, not a blended average that flatters some and punishes others.
Switching the entire account to value-based bidding gave Google's algorithm the right optimisation objective across all campaigns. The result: revenue per conversion improved as volume grew - which only happens when the algorithm is told to optimise for what actually matters.
If your Google Ads are stalling - or you're spending but not scaling - let's look at what's actually going on.
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