Scaling a store is an arithmetic problem.
Every brand hits the point where more spend stops meaning more profit. Usually the ads aren’t the reason — the numbers being fed back into the bidding are wrong, the feed is fighting the campaign structure, or the store is losing people somewhere nobody’s looked. I fix the measurement first, then the campaigns, then the store if that’s what’s holding it.
Owner-operated Shopify brands, £500K to £10M, UK and US.
A UK jewellery brand, from first order to £35M in revenue.
Shopify from day one, with tracking, paid and SEO running from week one rather than added later. It scaled across a UK store and then a dedicated US store, holding #1 organic in both markets for core moissanite engagement ring terms — above Charles & Colvard, who hold the original patent.
4.5× blended ROAS across four years, on £6.8M of ad spend.
The brand has since been acquired and the name isn’t mine to publish. The rankings held for six months after, with no new content and no new links.
Two things, properly.
Google Ads
Search, Shopping, Performance Max, product feeds and Merchant Center. The feed is where most Shopping accounts are actually lost, so it gets rebuilt rather than left to whatever Shopify pushes out — titles written from search data and your product attributes, custom labels set around your bestsellers and margins so the campaigns can bid differently on each, and the whole thing adjusted as the search terms come in.
Tracking comes first, and for a Shopify store that means the order data reconciling to what Shopify says, not to what the tag happened to catch. Click IDs captured on the order, so paid sales stop showing up as direct.
Shopify development
New builds, rebuilds of stores that were never right, and ongoing dev work that doesn’t sit in a queue for three months. Custom functionality where the catalogue demands it — Pura Gems runs a ring builder that prices live as the buyer changes diamond, metal and size — and a private app where three app-store apps would each half-solve the problem.
It also means keeping the store healthy: an audit of what every app does and what it costs, removing the ones that don’t earn their keep along with the code they leave behind in the theme, and a dated backup before anything changes.
I spec and check that work; my developer, someone I’ve worked with for years, builds it.
Most agencies do one or the other. The ones claiming both usually subcontract half of it.
Same method, across the catalogue.
£9,360 of ad spend returned £94,505 in revenue — a 10.1× return, January to August 2026.
Read the case study →Sold only through resellers when they came to me. Direct-to-consumer Google Ads built from a clean slate; £3M in direct revenue in the first year.
Read the case study →Complete custom Shopify build including the ring builder, with Google Ads live.
Read the case study →Product pages rebuilt, with Google Ads and Merchant Center run alongside.
Read the case study →A quiet, profitable second channel that compounds without cannibalising the wholesale business.
Read the case study →Also: Baxter & Baxter, The Dodo Pad, Morea. Full write-ups live on the case studies page →
Ads first. SEO three to five months in.
Paid search shows movement inside a month, which is what buys the patience organic needs. Running them the other way round means paying for a year of content before anything is provable.
So the order is: fix the tracking, make paid pay, and bring SEO in once there’s revenue funding it. AI visibility comes out of the SEO work rather than being bought separately.
Quoted after the call.
Management typically runs £595 to £3,000+ a month, depending on ad spend and how much of the week the account takes. Feed and Merchant Center work is part of that rather than a separate line. Development is quoted per project.
You get a fixed quote after the call, not before — I can’t price an account I haven’t looked at.
Tell me what isn’t working.
Fifteen minutes and I’ll tell you where the money’s going — the campaigns, the feed, the tracking, or the store. I go through your account and your site myself before we speak, and we’re on a call inside two working days. You keep the findings whether we work together or not.
Rather just ask a question first? Get in touch →