Emirates Pride: 53% PPC Revenue Growth at 405% ROAS

The challenge

Emirates Pride came to us with a clear & demanding objective. They wanted to double monthly PPC revenue from $5,445 to $10,890, & they wanted to do it without letting return on ad spend fall below 300%. Growth on its own was not the goal. Profitable growth was.

They were already running paid search, but the account had stalled. Campaigns were built on a small set of exact match keywords that captured people who already knew the brand. That traffic converted, which made the account look healthy on the surface, but it was a ceiling rather than a foundation. There was almost no mechanism for reaching people earlier in their decision, & no structured way to bring back the visitors who left without buying.

Three problems sat underneath the plateau. The account had no route into the wider inventory, so a large part of the catalogue was effectively invisible to paid search. Budget was concentrated on a handful of terms, which meant spend rose faster than revenue whenever we pushed for volume. & because remarketing was minimal, every pound spent on acquisition had to justify itself on a single visit.

The brief was therefore not to spend more. It was to build a structure that could absorb more spend without the efficiency collapsing.

Our approach

We rebuilt the account around three layers, each doing a different job, so that budget could scale without cannibalising the terms that already worked.

The first priority was reaching demand the account was not touching. We introduced Performance Max campaigns segmented by product margin rather than by product category, which meant the algorithm optimised toward the lines that actually contributed profit instead of the lines that simply sold. Asset groups were built per segment with dedicated copy & creative, & we fed the campaigns a clean product feed with corrected titles, attributes & imagery. Feed quality did more for early performance than any bid adjustment.

Dynamic Search Ads ran as a discovery mechanism rather than a volume play. By pointing DSAs at specific category pages & excluding the terms already covered by exact match, we surfaced the long tail queries that real customers use & that no keyword researcher would have guessed. Every fortnight we mined the search term report, promoted the queries that converted into their own tightly themed ad groups, & added the rest as negatives. That loop is what stopped spend leaking.

We segmented audiences by intent rather than by recency alone. Someone who reached checkout was treated very differently from someone who viewed a single category page. Each segment received its own message & its own bid, & we capped frequency so returning visitors were reminded rather than pursued. This layer carried a disproportionate share of the ROAS improvement because it converted demand the business had already paid to create.

None of the above would have been trustworthy without fixing tracking first. We corrected conversion deduplication, aligned the conversion window with the real purchase cycle, & moved reporting onto revenue rather than conversion count. That change alone altered which campaigns looked successful, & it is the reason the optimisation decisions that followed held up.

The outcome

Six months after the rebuild, the account was performing well beyond the efficiency threshold the client had set.

The difference between the 53% revenue lift & the 26% conversion lift is the part worth paying attention to. Revenue grew faster than order count because the margin based segmentation pushed budget toward higher value products rather than simply buying more transactions. That is a more durable position than volume growth alone.

We should be straight about the target. The original ambition was to double revenue to $10,890 per month. We did not reach that figure in six months. What we did instead was build an account structure that grows profitably & can take further budget without the efficiency falling away, which matters more than hitting a round number at an ROAS that does not sustain.

The account is now structured so that Performance Max carries discovery, Dynamic Search Ads keep finding new query territory, & remarketing recovers demand that would otherwise have been lost. Each layer can be scaled independently.