Case study · Aeyla
Case study · UK sleep brandHow I scaled Aeylafrom £600/day to £14k/dayin Google ad spendwithin 64 days
A D2C sleep brand selling pillows and bedding sets across UK. Daily spend went up more than 20× at 5.98× ROAS
£216k/mo→£778k/mo revenue
▲ 260%
2,240/mo→7,950/mo purchases
▲ 255%
01
What Aeyla was struggling with
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The agency misreported performance to earn a higher fee
The agreed agency fee was based on non-branded results only
The agency tricked the client by reporting both branded and non-branded data as “non-branded”
That made performance look better and earned them a higher fee
Example below: the agency reported a campaign as non-branded at 2.26× ROAS
In reality, its non-branded ROAS was only 0.36×
As a result, the client was paying the agency significantly higher fees than he should have
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Awful performance
Their target was 2.2× ROAS on non-branded traffic
Actual non-branded ROAS was 1.42×, way below target
At £3–4k/day spend, they were losing money on Google every day
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Too many campaigns
The previous agency ran 59 campaigns at the same time
Far too many for that level of spend
The result: a messy account and a ROAS target they couldn’t hit
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A mess inside most campaigns
Most of the 59 campaigns were a mess inside
Example below: a PMax campaign had 38 asset groups, each with different settings, targets and approaches
Most spend went to low-performing asset groups, leaving total ROAS far below target
Setups like this stopped most campaigns from scaling
Some campaigns couldn’t even spend £10/day
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The agency managed campaigns terribly
Many campaigns were launched, then left untouched for months
Many campaigns underperformed for months and nobody tried to revive or pause them, so they kept losing money
Campaigns were moved to Target ROAS, but the target was never adjusted, so they stopped spending and died
The agency never adjusted Target ROAS at ad group level to push the best performers and restrict the worst
Best performers like “Listicle – Side Sleeper Pillow Best-Of” needed a lower target to push it harder
Worst performers like “Comparison – Best Pillow UK 2026 Compare” (0.81× ROAS) needed a higher target to hold them back
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The agency removed its pre-sell pages
When the relationship ended, the agency disabled the pre-sell pages it had built
Most campaigns used those pages, so most campaigns stopped spending and died
02
My solution
01
Paused 55 of 59 campaigns
Reviewed every campaign in the account
Paused the ones that had been off target for too long
About half the campaigns had already died after the agency removed the pre-sell pages
Kept the core campaigns that brought in most of the client’s profit
Also kept the campaigns targeting the brand’s core product. They were off target, but I planned to revive and fix them later
02
Paused unnecessary and underperforming ad groups
Cleaned up the mess inside the campaigns to make them consolidated and performance-focused
Paused historically unprofitable ad groups that were taking budget from the top performers
Paused ad groups that made no sense to run:
Overlapping ones with lower performance
Low spenders with no real impact
As a result, most of the spend went to what was performing well, to bring ROAS up to target before scaling
03
Paused underperforming ads and misplaced keywords
Paused underperforming ads running in the same ad groups as the winners
Paused misplaced keywords grouped with other categories, to improve ad relevance and see which keyword categories actually work
Example below: this ad group targeted the FOAMO pillow and sent people to its product page, so I paused every keyword that didn’t mention “foamo”
04
Separated branded and non-branded traffic
Added brand name variations as negative keywords to every non-branded campaign
Branded searches can no longer leak into non-branded campaigns
05
Started adjusting Target ROAS at ad group level
Started setting Target ROAS separately for each ad group
Started pushing the best performers and restricting the weakest, based on each one’s performance
As a result, budget within the ad groups was allocated far more efficiently, which let me scale the campaigns much faster
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Launched and scaled 2 pre-sell campaigns
The previous agency had removed the pre-sell pages, so this gap needed filling
Launched and scaled a non-branded advertorial Search campaign
Launched and scaled a non-branded advertorial PMax campaign
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The results
▶I refresh Google Ads live in this short video, so you know the numbers are real.
Campaign performance
