SEA for NFCW.co.uk

The challenge

In 2024, NFCW.co.uk's Google Ads account was running steady, but efficiency was lagging. With an average ROAS of around 1.5, revenue was being realized, but not enough room remained to scale up profitably when margins allowed it.

0 + ROAS

0 market reach

0 + Extra revenue compared to last year

0 create scale

The approach

Our approach was based on three pillars: structure, product steering and funnel building. This allowed us to significantly improve both ad performance and scalability.

1. Targeted Search & Shopping base (2024).

We focused on high search intent through exact and phrase match keywords. The Performance Max campaigns were set up as Shopping-only, which gave stability but limited opportunities for scaling.

2. Full-fledged Performance Max strategy (2025).

By 2025, we have further expanded Performance Max to include full asset groups:

High-quality images, videos and text were added to increase CTR.

3. Mid-funnel expansion with Demand Gen.

To create new market reach, Demand Gen was deployed. This strategy increased visibility and brand awareness while supporting the performance of the Search and Performance Max campaigns by achieving view-through conversion.

Although Demand Gen was not used primarily for direct sales, it played an important role within the overall funnel.

4. Product-driven optimization with labelizer structure.

The focus was shifted from campaigns to products.

Best-performing products such as NFC business cards and Google Review cards were actively scaled up.A labelizer structure was used to drive actual product performance.Budgets were dynamically distributed based on data.

5. Data-driven monitoring

All campaigns were continuously monitored via Looker Studio dashboards with trend analysis, performance insights and weekly meetings with the client allowing for quick and substantiated adjustments.

The result

Comparison: January-December 2025 vs January-December 2024

+37% revenue growth
+44% ROAS
-10% lower costs
+33% average order value
-3% average CPC
+40% higher CTR

Significantly more revenue was achieved with less advertising costs, while account scalability increased significantly.

Conclusion

By strategically strengthening Performance Max, deploying Demand Gen smartly within the funnel and actively driving product performance, NFCW.nl has managed to grow profitably.

This case shows that sustainable scale comes not from more budget, but from: