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Brick Borrow
The Power Of A Real Campaign Structure

More visibility, more leads, lower cost

2.94%
less spend
637.37%
more impressions
184.77%
more clicks

The Challenge

Brick Borrow is a subscription-based company that allows customers to borrow popular LEGO® sets, from Harry Potter and Star Wars to Botanicals and more.

Customers can keep a set on display for months, or build several sets in a shorter period. The model gives LEGO® fans more flexibility, more choice and a cost-effective way to enjoy premium sets without buying each one outright.

Before working with Outrank, Brick Borrow relied on a Google Smart Campaign.

Smart Campaigns can work well for businesses with smaller budgets or limited experience using Google Ads. They keep things simple. You provide Google with basic information, and the platform does most of the work for you.

But was simplicity limiting growth?

In Brick Borrow’s case, yes.

The campaign had little strategic control. Google created much of the copy and assets automatically, which meant the brand had limited influence over messaging, targeting, search terms and campaign direction.

That created a clear issue.

Brick Borrow had a strong offer, but the campaign structure did not give the account enough room to scale, test or improve.

The Solution

We moved the account away from a single Smart Campaign approach and built a more structured Google Ads strategy.

Instead of relying on automation alone, we created campaigns that gave us more control over targeting, copy, creative and audience direction.

Why did we introduce a Search campaign?

We created a Search campaign to build brand awareness and capture demand from users actively searching for Brick Borrow and related LEGO® subscription terms.

This allowed us to target both branded searches and relevant service-led keywords, helping more potential customers discover the subscription model at the right moment.

Why did we add Performance Max?

We also introduced a Performance Max campaign focused on Brick Borrow’s subscription offering.

This allowed us to tailor the copy, imagery and messaging around the service itself, rather than leaving Google to generate everything automatically.

Performance Max also helped us build stronger search term and audience signals, giving Google clearer data on who to target and what potential customers were searching for.

From mid-February to mid-March, we kept the original Smart Campaign running alongside the new Outrank campaigns.

This gave us a clear comparison between the old structure and the new strategy.

Instead of guessing which approach performed better, we let the data show us.

The Result

The impact of a stronger campaign structure became clear quickly.

The Smart Campaign spent £1,201.67 and generated 17,750 impressions, 2,555 clicks and 4,080 conversions or leads. It achieved an average CPC of £0.47 and an average CPA of £0.29.

Outrank’s campaigns spent slightly less at £1,163.69, but delivered significantly more reach and engagement. Impressions increased to 130,883, clicks rose to 7,276 and conversions or leads increased to 4,839. Average CPC dropped to £0.16, while average CPA improved to £0.24.

So what does this really mean?

How did we increase visibility?

Outrank’s campaigns generated over 637% more impressions than the original Smart Campaign.

This meant Brick Borrow appeared in front of a much larger audience while spending less overall.

That matters because subscription-based brands need consistent visibility. Customers may not convert the first time they see the offer, especially when the service introduces a different way to access LEGO® sets.

Greater visibility helps build recognition, trust and demand.

How did we reduce the cost per click?

Average CPC dropped from £0.47 to £0.16.

That is a reduction of around 66%.

This meant Brick Borrow could drive significantly more traffic for the same budget. Instead of paying more for fewer visits, the campaigns created a more efficient route to reach potential customers.

How did we generate more leads?

Conversions increased from 4,080 to 4,839.

That means the new campaigns generated 759 more conversions or leads while spending less.

This shows the account was not just reaching more people. It was reaching more of the right people.

How did we improve efficiency?

CPA dropped from £0.29 to £0.24.

That may look like a small change at first, but across thousands of conversions, it creates a meaningful performance gain. Lower acquisition costs give the business more flexibility to scale, test new messaging and increase spend with more confidence.

Brick Borrow did not just need more ad activity. They needed a campaign structure that matched the strength of their offer.

By moving beyond a basic Smart Campaign, we gave the account more control, better visibility and stronger performance data.

The results show the power of proper campaign management. With less spend, Brick Borrow achieved more impressions, more clicks, more leads and a lower cost per acquisition.

That is the difference between letting Google run the account and giving Google the right structure to perform.

What Does This Mean For Your Business?

If your Google Ads account relies on basic automation, you may get results, but you may also leave growth on the table.

Smart Campaigns can support simple advertising, but they rarely give growing businesses the control needed to scale properly.

A stronger structure gives you clearer targeting, better messaging, stronger data and more efficient use of budget.

Ready To Get More From Your Google Ads?

If your campaigns run on autopilot, you may not see the full picture.

We help you build Google Ads campaigns with the right structure, targeting and strategy, so your budget works harder and your business can grow with confidence.

Speak to Outrank today and start building campaigns that deliver stronger, measurable results.

From the client

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