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Paid Media Optimisation

Driving a 77% Increase in ROAS in Six Months

Jo Downs Handmade Glass is one of the UK’s leading designers of decorative fused glass. With galleries across Cornwall and a growing e-commerce store, the business attracts customers nationwide and internationally. Their reputation for quality craftsmanship was well established, but the next challenge was scaling online sales more efficiently through digital advertising.

 

THE CHALLENGE

Although Jo Downs already invested in digital advertising, the returns were not as strong as they could be. Their return on ad spend (ROAS) was sitting at 10.64, which is strong by industry standards but left room for growth.

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The key objectives were clear:

  • Improve the efficiency of digital advertising campaigns

  • Increase revenue without inflating cost per acquisition

  • Build a more sustainable long-term strategy for scaling e-commerce sales

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The Ocean Agency’s Approach

 

The Ocean Agency partnered with Jo Downs to implement a complete paid media optimisation strategy.
The process was carefully managed over six months and included the following steps:
 

  • Audit and Analysis - A full review of existing Google Ads and Meta campaigns was carried out to identify inefficiencies, gaps in targeting, and underperforming creative.
     

  • Campaign Restructuring - Budgets were reallocated to high-performing campaigns and products, while redundant or low-yield ad sets were removed. This ensured spend was directed towards the most profitable opportunities.
     

  • Advanced Targeting - By refining audience segments and using remarketing strategies, campaigns were able to reach customers at the right stage of the funnel, maximising conversion potential.
     

  • Creative Optimisation - Ad copy, headlines, and visuals were tested and refined, ensuring consistency with Jo Downs’ brand while driving stronger engagement and click-through rates.
     

  • Continuous Testing and Reporting - Weekly performance checks and monthly reviews allowed for agile adjustments. This test-and-learn approach meant that improvements were consistently built into the campaigns.

 

The Results

  • The results from this structured and data-driven approach were outstanding:

  • ROAS increased from 10.64 to 18.82 in just six months – a 77% uplift

  • Every £1 invested in advertising generated almost £19 in return

  • Improved audience targeting led to higher engagement and repeat purchases

  • The campaigns delivered sustainable efficiency, allowing room for future scaling

 

Impact for the Business

This uplift in ROAS was more than just a financial win. It gave Jo Downs confidence that digital advertising could be a reliable driver of growth for both e-commerce and gallery sales. By demonstrating efficiency at scale, the business can now expand with less risk and more predictable returns.

 

Why This Matters

In an increasingly competitive online marketplace, e-commerce businesses need more than just visibility - they need cost-effective performance. This case study highlights how The Ocean Agency uses a combination of strategic insight, hands-on campaign management, and continuous optimisation to deliver measurable success.

 

Conclusion

Through a clear process and six months of focused optimisation, The Ocean Agency helped Jo Downs transform their digital advertising performance. The increase in ROAS from 10.64 to 18.82 shows how intelligent paid media management can drive efficiency, scale revenue, and provide long-term value for ambitious businesses.

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