E-commerce turnaround · UK, USA, Gulf, EuropeAd costs at 35%. A slow quarter. 14 days to turn it around.
A global combat sports and fitness brand was spending more to win each sale than its margins could carry. The account was stabilised in two weeks and stayed profitable for the rest of the year.
A global combat sports e-commerce brand cut its advertising cost of sale from 35% to 25% in 14 days and held a 20% average for the year, adding about £20,000 in revenue every week.
How a global combat sports brand cut ad costs from 35% to 20% and added £20K a week
| Metric | Before | After |
|---|---|---|
| Advertising cost of sale | 35% | 25% in 14 days, 20% average for the year |
| Weekly revenue | Falling | +£20K a week (+25%) |
| Organic share of traffic | 20% | 35% |
| Email share of sales | 2% | 4% |
| Time to first new campaigns | Weeks | 3 days |
The challenge
Every pound of revenue cost 35 pence in advertising, while the margin only worked at 22 pence. Campaigns chased cheap clicks instead of high-value buyers, a website migration had split years of search authority, and email brought in just 2% of sales.
What we did
Audit before touching anything
Google and Meta accounts reviewed line by line, so we fixed causes, not symptoms.
Rebuilt campaigns around margin
Budgets moved to high-value buyers and products that were in stock.
Repaired search after the migration
The language versions stopped competing with the main domain.
Switched on email
Welcome, abandoned-cart and win-back flows doubled email revenue.
The outcome
Ad cost of sale fell to 25% within 14 days and averaged 20% for the year, beating the 22% target. Weekly revenue grew by about £20,000, organic search rose from 20% to 35% of traffic and email doubled its share of sales.
Saad · Digital Marketing Consultant & Business Growth Strategist. 13+ years, $200M+ in ad spend managed and 600+ clients across 26+ industries. Works remotely with clients worldwide, backed by a team of marketers, developers, designers, video creators and writers.
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Meeting
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Execution
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