Scaling paid ads to 8x blended MER
How we transformed Leather Company’s Google Ads and Meta Ads from barely profitable to a multi-million pound revenue engine—doubling ROAS while scaling spend and driving record-breaking peak seasons.
Premium products, underperforming ads
Leather Company has been crafting and curating luxury leather goods from their Birmingham base for over two decades. Their products—from buttery-soft Italian leather jackets to handcrafted sheepskin coats—speak for themselves. Their paid advertising? Not so much.
When we took over the accounts, we found the classic symptoms of an ad strategy that had grown organically without strategic direction: bloated campaign structures, poor audience segmentation, and creative that didn’t do justice to their premium positioning.
The business was turning over millions, but their paid media ROAS was hovering around 3x—barely profitable once you factor in product costs and overheads. They knew there was more potential, they just couldn’t unlock it.
A complete paid media overhaul
We rebuilt both Google Ads and Meta Ads from the ground up—restructuring campaigns, refining audiences, and creating premium creative that converts browsers into buyers.
Google Ads Restructure
Rebuilt Shopping campaigns with proper product segmentation by category and margin. Implemented Performance Max with refined asset groups. Created dedicated Search campaigns for high-intent branded and non-branded terms.
Meta Ads Strategy
Built a full-funnel Meta strategy: prospecting with lifestyle creative, retargeting with product-focused ads, and dynamic remarketing for cart abandoners. Implemented Advantage+ Shopping campaigns at scale.
Premium Creative Development
Developed a creative testing framework with premium lifestyle imagery, UGC-style content, and product-focused statics. Implemented video ads showcasing craftsmanship and quality. A/B tested everything.
Seasonal Strategy & Scaling
Developed a comprehensive seasonal calendar with Black Friday, Christmas, and sale period strategies. Built scaling frameworks that maintained efficiency while increasing spend during peak trading.
3-year performance transformation
From a 3x ROAS to over 6x—while scaling spend significantly. Here’s the full breakdown.
ROAS & Efficiency
| Metric | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|
| Blended ROAS | 3.0x | 4.1x | 5.4x | 6.2x |
| Blended MER | 4.2x | 5.6x | 7.1x | 8.0x |
| Google Ads ROAS | 3.4x | 4.8x | 6.2x | 7.1x |
| Meta Ads ROAS | 2.6x | 3.4x | 4.6x | 5.3x |
| ROAS Improvement | — | 37% | 80% | 107% |
Google Ads
Meta Ads
Revenue & Scale
| Metric | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|
| Paid Revenue Growth (YoY) | — | 67% | 89% | 52% |
| Transactions (Monthly Avg) | 1,240 | 2,180 | 4,320 | 6,840 |
| Avg Order Value | £87 | £94 | £108 | £124 |
| New Customer Rate | 34% | 41% | 48% | 52% |
| Black Friday ROAS | 4.2x | 6.8x | 8.4x | 9.4x |
The key strategic shifts
It wasn’t just about spending more—it was about spending smarter.
🎯 Product-Led Segmentation
Moved from broad category campaigns to product-level segmentation based on margin, bestseller status, and seasonality. High-margin sheepskin coats get different treatment to entry-level accessories.
🔄 Full-Funnel Attribution
Implemented proper attribution modelling to understand the true value of each channel. Meta drives discovery, Google captures demand—they work together, not in competition.
📸 Premium Creative Framework
Developed a systematic creative testing approach with lifestyle imagery, product-focused statics, and video showcasing craftsmanship. Premium products need premium presentation.
📅 Seasonal Scaling Playbook
Built repeatable frameworks for Black Friday, Christmas, and January Sale periods. We now scale spend confidently during peak periods because we know exactly what works.
From barely profitable to a multi-million pound paid media machine
Blended marketing efficiency ratio
Ready to scale your paid ads profitably?
Whether you’re stuck at 3x ROAS or looking to scale without sacrificing efficiency, let’s talk about what’s possible. No fluff—just proven strategies that deliver measurable returns.
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