PPC Case Study: How a Custom Shopping Feed Unlocked 70% Revenue Growth
Client: UK Print & Binding Company
Industry: E-commerce / Print Services
Location: United Kingdom
PPC Consultant: Ben Luong, Limerick, Ireland
The Challenge
When I took over this Google Ads account in September 2024, the account was performing steadily but had hit a ceiling. The previous 17 months had generated solid returns, but growth had stalled. The client had a bespoke CMS that couldn't integrate with standard Google Shopping feeds, limiting their ability to scale.
The challenge: How do you unlock new growth when the obvious optimisations have already been made?
What I Actually Did
1. Built a Custom Shopping Feed for Their Bespoke CMS
The client's website ran on a custom-built CMS that couldn't connect to Google Merchant Center using standard plugins. I built a custom product feed that extracted their catalogue and formatted it for Google Shopping. This opened up an entirely new channel: Performance Max campaigns with product feeds. I also signed up to Product Hero, and that gave me 20% off clicks for Google Shopping.
2. Launched Performance Max Campaigns
With the shopping feed in place, I launched Performance Max campaigns that could show products across Google Search, Shopping, Display, YouTube, and Discovery. This dramatically expanded reach beyond the text-based Search campaigns they'd been running. This complimented the existing PMAx campaign, but this was like PMAx incorporating shopping.
3. Created a Dedicated New Customer Acquisition Campaign
I set up a separate campaign specifically targeting new customers – excluding brand searches and existing customers. This allowed us to measure true acquisition costs separately from the blended metrics that mix easy brand conversions with genuine new customer growth.
4. Restructured Campaign Architecture
Rather than one catch-all campaign, I built a structure that separated:
- Brand campaigns (efficient but limited scale)
- Performance Max with product feed (new growth engine)
- Pure new customer acquisition (scalable lever)
The Results: 17 Months vs 17 Months
| Metric | Before (Apr 2023 – Aug 2024) | After (Sep 2024 – Jan 2026) | Change |
|---|---|---|---|
| Spend | £160,480 | £203,708 | +27% |
| Revenue | £935,437 | £1,590,815 | +70% |
| ROAS | 5.83x | 7.81x | +34% |
| Impressions | 2.4 million | 8.0 million | +233% |
| Conversions | 19,825 | 27,808 | +40% |
Key Achievements
- 70% increase in revenue with only 27% more spend
- 34% improvement in ROAS (5.83x → 7.81x)
- 3x increase in impressions through new channels
- Unlocked Shopping/PMax via custom feed development
- Built scalable new customer acquisition lever
The Insight
The previous management wasn't doing anything wrong – they were running solid Search campaigns. But they'd hit the ceiling of what Search alone could deliver.
The breakthrough came from solving a technical problem: building a custom shopping feed for their bespoke CMS. That one piece of work unlocked Performance Max with Shopping.
Sometimes the biggest PPC wins aren't in the ads – they're in the infrastructure.
Client Feedback
“We're really happy with what he's done”
— Account Stakeholder
About the Consultant
Ben Luong is a PPC consultant based in Limerick, Ireland, specialising in Google Ads management for e-commerce businesses. With expertise in technical integrations, custom feed development, and Performance Max strategy, Ben helps businesses break through performance plateaus.
Services:
- Google Ads Management
- Custom Shopping Feed Development
- Performance Max Strategy
- E-commerce PPC
- Bespoke CMS Integrations
Location: Limerick, Ireland
Serving: Ireland, UK, and International Clients
Hit a ceiling with your Google Ads? Contact Ben for an audit.
This case study was generated with AI assistance using real account data. Some operational details have been summarised, but all performance numbers are accurate. The aim is to demonstrate results, not provide a step-by-step roadmap.