VARLEY

The Challenge:

Varley’s leadership set clear paid media objectives: reduce dependency on branded traffic, improve efficiency, and scale non-brand revenue profitably across international markets.

Despite strong topline ROAS, performance was misleading – with over 90% of revenue driven by brand campaigns, while non-brand activity was operating at breakeven or worse. Campaign structure issues, including consolidated PMAX asset groups, poor audience signals, and inflated attribution windows, were masking true performance and limiting optimisation.

In addition, inefficient budget allocation, weak ad copy, and unoptimised product feeds were driving high CPAs and limiting visibility across high-intent, non-brand queries.

To scale effectively, the account required a full strategic overhaul – without disrupting ongoing revenue performance.

Our Approach:

Searchflex conducted a full Google Ads audit and restructuring roadmap, prioritising the biggest efficiency and scalability levers.

We rebuilt the account structure, splitting PMAX campaigns by product category (bestsellers, new arrivals, clothing, outerwear, activewear), enabling granular optimisation and improved machine learning signals. Product feeds were refined with best-practice titles and localisation testing to maximise Shopping visibility.

We redefined audience targeting using first-party data, removed inefficient demographic restrictions, and excluded low-value traffic sources such as competitor terms and irrelevant audiences. Attribution windows were corrected to reflect true performance, allowing for more accurate optimisation decisions.

Simultaneously, we introduced rigorous A/B testing across ad copy and landing pages, improved Quality Scores, and reallocated budget from underperforming campaigns (including legacy video activity) into high-return areas.

Final Results:

Within just three months, Varley achieved a step-change in paid media performance across UK and US accounts.

Non-brand campaigns transformed from inefficient spend into a scalable revenue driver, with conversion rates increasing by 68% and CPA reduced by over 40%. Shopping and PMAX campaigns saw significant uplift following feed optimisation and structural improvements, driving a 115% increase in revenue.

Overall ROAS improved by 27%, while budget efficiency increased through the removal of wasted spend and smarter allocation across high-performing segments.

Crucially, Varley reduced its reliance on branded traffic, unlocking sustainable growth across new customer acquisition channels. With a fully optimised account structure and scalable framework in place, paid media is now positioned as a core driver of profitable international expansion.