Astrid & Miyu: 8.49M pounds from a two-engine paid programme
Resourcifi rebuilt a stalled four-channel Google Ads programme into a Search and PMax two-engine system, then scaled it to a record November without giving up margin.
What Astrid & Miyu needed to solve.
Astrid & Miyu ran a four-channel Google Ads programme (Search, Performance Max, Shopping, Demand Gen) that had plateaued around 600K pounds monthly and could not scale through peak gifting season without ROAS collapsing. PMax was eating budget and Demand Gen delivered only 1.05x. The brief was to scale to a record November without giving up margin.
- Scale revenue through peak gifting season without ROAS collapse
- Stop Performance Max from eating budget without clear attribution
- Cut the Demand Gen waste diluting blended efficiency
- Hit a record November while protecting margin
Treat Search and Performance Max as one two-engine system, sequence the budget to the season, and the same spend produces a record month instead of a margin collapse.
How we ran the paid program.
Two-engine architecture
Search took 28% of spend at 10.33x ROAS, PMax 62% at 4.66x, each engine tuned to its strength.
Seasonal budget choreography
PMax spend tripled in November for the gifting peak, holding 5.40x ROAS and delivering 2.08M pounds in one month.
Dip-and-recover discipline
October budget pulled forward after a September dip recovered ROAS to 6.29x and set up the record November.
Revenue scaled, margin held.
The numbers the work moved.
112K conversions at a 73.96 pound average order value and a 4.66% conversion rate, with ROAS held while spend tripled in peak season.
The tools behind the work.
Google Search
High-intent demand capture at 10.33x ROAS on 28% of spend
Performance Max
Scaled reach at 4.66x ROAS on 62% of spend
Shopping and Demand Gen
Catalog coverage feeding the two-engine system
Seasonal budget control
Dip-and-recover pacing to the record November
