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A Complex Platform Migration Made Simple
WeMakeBeds is a UK bed retailer offering a wide range of handmade beds, bed frames, TV beds, storage beds and mattresses, with products available in different sizes, fabrics and finishes.
When we took over the Google Ads account in February 2026, the objective was clear: scale revenue and conversion volume aggressively while continuing to maintain strong account efficiency.
The opportunity for growth was there, but increasing budgets alone would not deliver the results WeMakeBeds needed.
We had to make sure spend was being directed towards the strongest products and product categories, while giving Google better information about the products and customers most likely to convert.
Our strategy focused on three core areas: restructuring the account, strengthening audience signals and carrying out extensive Shopping feed optimisation.
We segmented the account into more granular campaigns, allowing us to isolate high-performing product categories and control how budget was distributed across the account.
This gave us greater visibility over which areas were driving the strongest results and allowed us to tailor bidding strategies around individual product groups.
Rather than increasing spend evenly, we could prioritise the parts of the account with the greatest opportunity to generate profitable growth.
We strengthened both the audience and search signals being used across Performance Max and Search campaigns.
This included richer first-party and third-party audience data, custom intent signals and more focused search themes.
By giving Google clearer indicators of what a valuable WeMakeBeds customer looked like, we helped the campaigns identify users with stronger purchase intent and improved the quality of traffic reaching the website.
Shopping feed optimisation became one of the biggest drivers behind the growth.
With WeMakeBeds offering a large catalogue of beds, frames, mattresses and variations, product data plays a major role in determining when and where products appear across Google Shopping and Performance Max.
We restructured product titles to put important information first, including relevant keywords, product names, colours, sizes and materials.
Product descriptions were also expanded with clearer features, specifications and relevant search terminology, giving Google more context around each individual product.
We then further included additional information, such as new product types, for example sizes – single beds, double beds etc, which allowed us to structure the account correctly.
This stronger data layer increased product eligibility across a wider range of relevant searches and helped drive more commercially valuable traffic directly to the WeMakeBeds website.
Between February and August 2026, compared with the same period in 2025, WeMakeBeds achieved substantial year-on-year growth through Google Ads.
Revenue increased by 58.22%, while conversions increased by 75.69%.
At the same time, the account maintained a ROAS of 5.35x, remaining above the client’s target of 5x.
The results demonstrated that the account could scale significantly while still maintaining the level of efficiency needed by the business.
ROAS moved from 6.10x to 5.35x as the account scaled.
For WeMakeBeds, the priority was not simply maintaining the highest possible ROAS. The aim was to grow overall revenue and order volume while remaining above the agreed profitability target.
By allowing the account to scale within those parameters, we were able to generate 75% more conversions and increase revenue by more than 58%, while still maintaining a return above target.
The results came from improving the entire Google Ads setup rather than relying on one isolated change.
The campaign restructure gave us greater control over investment. Stronger audience signals helped Google identify more valuable customers. Detailed Shopping feed optimisation improved how WeMakeBeds products matched with relevant searches.
Together, these changes created an account that was better equipped to scale.
Scaling an ecommerce account successfully requires more than increasing budgets.
Your campaign structure, targeting and Shopping feed all need to work together if you want to grow revenue without losing control of profitability.
At Outrank, we build Google Ads and paid media strategies around genuine commercial growth, helping ecommerce brands increase sales, improve campaign performance and get more value from their advertising spend.
Speak to our team today to find out how we can help grow your ecommerce business.
“Since Outrank took over our Google Ads account, we’ve seen a real steep change in performance. Their team has taken the time to understand our products, restructure the account properly and focus on the areas that drive the strongest results.
We’ve been really pleased with the growth in both revenue and conversions, while still keeping performance above our target ROAS. The account feels much more controlled, strategic and set up for continued growth.”