Serving Up Success: 1,118% ROAS for an F&B eCommerce Brand
How structured campaigns and performance-driven best practices turned a struggling account into a high-performance revenue engine — while spending less.
Results at a Glance
| Metric | Current Performance | Year-on-Year Change |
|---|---|---|
| Actual ROAS | 1,118.45% | +911.58% |
| Conversions | 682.76 | +510.75 |
| Conversion Value | £31,900 | +£24,300 |
| Ad Spend | £2,850 | -£805 (reduced) |
The standout figure is the 1,118% Actual ROAS — generating over £11 for every £1 spent. Most impressively, Visible Ads achieved a £24,300 increase in conversion value while actually reducing ad spend by £805. This is the hallmark of doing more with less.
The Challenge: Wasted Spend and Stagnant Growth
Before partnering with Visible Ads, this UK-based Food and Beverage brand faced a common industry problem: high ad spend with diminishing returns. The account lacked a cohesive structure, resulting in keyword cannibalisation and a failure to capture high-intent shoppers at the right moment. The objective was clear — increase efficiency and scale revenue without simply throwing more money at the problem.
The Strategy: Structure and Precision
The turnaround focused on three core pillars:
Granular Campaign Architecture
We moved away from catch-all campaigns, instead segmenting products by margin and performance. This allowed for precise budget allocation toward the highest-value items, eliminating the keyword cannibalisation that was dragging down the account.
Smart Bidding Optimisation
By refining conversion tracking and feeding the algorithm higher-quality first-party data, we enabled Google's Smart Bidding to bid more aggressively for users likely to have a high Average Order Value. Better data in means better decisions out.
Creative Resonance
In the F&B niche, appetite appeal is everything. We optimised ad copy and visual assets to highlight the brand's unique selling points, ensuring the messaging resonated with the British consumer's preference for authenticity and quality.
"By focusing on the 'Actual ROAS' rather than just 'Clicks', we've turned this brand's advertising from a cost centre into a high-performance revenue engine."
Boh Tjarks, Director of Clicks — Visible Ads
Looking Ahead
Success in eCommerce is not a set-and-forget endeavour. We continue to iterate on these campaigns, testing new audience signals and leveraging the latest in AI-driven search themes to ensure this F&B brand remains at the top of its category throughout 2026 and beyond.
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