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A Complex Platform Migration Made Simple
Rust-Oleum UK had a wide product range and significant potential within Google Ads, but the existing account structure was limiting how effectively that range could perform.
There was a clear opportunity to turn more product visibility into clicks, customers and revenue.
Following a full restructure of the Google Ads account, we helped Rust-Oleum improve performance across its ecommerce campaigns and scale revenue significantly, culminating in the account’s highest-performing month on record.
The account needed more separation between individual product categories.
A broader structure made it harder to understand which areas of the range were driving demand, where budgets should be prioritised and which products had greater potential to generate revenue.
It also meant that some products had fewer opportunities to compete effectively within campaigns.
Rather than simply making small adjustments to the existing setup, we identified an opportunity to rethink the account from the ground up.
The objective extended beyond increasing clicks or protecting a headline ROAS figure.
Rust-Oleum wanted to:
The challenge was finding a way to achieve that growth while maintaining strong commercial efficiency.
Outrank carried out a full restructure of the Rust-Oleum UK Google Ads account.
We divided the account into more focused product categories, creating clearer campaign segmentation across the range.
This gave us far greater control over how different products appeared, how budgets were distributed and where we could focus optimisation.
Rather than treating a large catalogue as one broad opportunity, we created a structure that allowed individual categories to perform according to their own demand and commercial potential.
A key objective of the restructure was to stop relying on visibility alone.
With around 80% of products receiving impressions but no clicks when we took over, we needed to create more meaningful opportunities for the wider product range.
The new structure allowed more products to show within relevant searches while giving us greater insight into which categories were attracting clicks and converting into sales.
This created a clearer picture of where demand existed and where additional budgets could generate greater returns.
Instead of a small proportion of the catalogue carrying performance, the account could begin making better use of Rust-Oleum’s broader product offering.
Greater segmentation also improved how we managed spending.
By separating product categories, we could identify stronger-performing areas and allocate budget around genuine demand rather than allowing campaigns to compete within an overly broad structure.
We continually reviewed performance to understand which products and categories had the greatest potential to scale.
That allowed us to increase investment where the commercial opportunity justified it while maintaining control over overall account efficiency.
ROAS remains an important measure of Google Ads performance, but focusing on ROAS in isolation can restrict growth.
An account can maintain an exceptionally high ROAS simply by limiting spend to a small number of proven customers or products.
For Rust-Oleum, the opportunity was much larger.
We focused on increasing total profitable revenue while continuing to monitor return closely.
That meant accepting that ROAS could reduce slightly as the campaigns reached more customers and generated significantly greater sales volume.
The strategy centred on finding the right balance between efficiency and scale.
The impact of the restructure was significant.
Between January and July 2026, Google Ads revenue increased by 1,057%.
The account moved from an underutilised opportunity to a substantially stronger source of online revenue.
The increase showed that improving account structure was not simply generating better campaign metrics. It was delivering measurable commercial growth.
Despite the dramatic increase in revenue, ROAS decreased by just 16% over the same period.
This is an important part of the result.
As the account scaled, campaigns reached a much larger audience and created more opportunities for products across the catalogue to generate sales.
Want to increase sales, improve your return on ad spend and make your marketing budget work harder?
At Outrank, we build data-led digital marketing campaigns focused on the results that matter to your business. From PPC and SEO to web design, paid social and content, our team can help you find the right opportunities for growth.
Get in touch with Outrank today and book your free digital marketing audit.
“We’ve been really pleased with the results Outrank have delivered. Since restructuring our Google Ads account, we’ve seen a huge increase in revenue and July became our best-performing month on record. The team are easy to work with, they understand what we’re trying to achieve and they’re always looking for ways to keep improving the campaign.”