How Florence London doubled revenue with Google Ads
From stalled growth to thousands of new customers
About Florence London
Florence London is a London based jewellery brand, creating bold, colourful, and personalised enamel jewellery including bangles, necklaces, and rings.
After building a strong reputation through gifting and personalised designs, Florence London wanted to drive more traffic and sales directly through their website. To achieve this, they partnered with Touchpoint PPC to scale growth through Google Ads.
The Starting Point
When Florence London first partnered with us, their Google Ads account had stalled. Sales relied heavily on returning customers and warm audiences, campaigns lacked structure, and there was no framework for acquiring new customers.
Within months, we rebuilt their strategy and turned Google Ads into their leading growth channel doubling revenue, bringing in thousands of new customers, and opening up fresh product segments like men’s and kids’ jewellery.
173%
Revenue Increase
89%
New Customers
4333
Individual Sales
Have worked with Will and his team for two years and we’ve doubled the size of the business together. Will is always on hand to offer advice and direction and his team are always very professional.
Rosie Florence
The Challenge
The brand handcrafted personalised bangles, necklaces, and rings in London, but their Google Ads setup looked like this:
- No separation between branded and non branded campaigns (Google was favouring branded, inflating ROAS but not growing new customers).
- Single campaign structure where every product from low performing rings to best-selling bracelets was lumped together.
- Weak prospecting meant most sales came from existing customers or branded searches.
- Merchant Center feed lacked optimisation, leaving untapped potential in Shopping ads and free listings.
Essentially, Google Ads was acting like a remarketing machine, not a new customer growth engine.
Our Approach
We rebuilt the account from the ground up with a focus on customer acquisition, feed optimisation, and scalable structure.
- Account Structure – separated branded and non-branded campaigns to protect ROAS while unlocking new customer growth.
- Performance Max Control – implemented brand exclusions and server-level adjustments to stop cannibalisation of branded traffic.
- Prospecting System – launched segmented Shopping and Search campaigns, allocating budget to best-sellers (bracelets) while expanding into men’s, women’s, and kids’ collections.
- Merchant Center Optimisation – enhanced product feed with reviews, promotions, and DataFeedWatch A/B testing to boost both paid and organic visibility.
Results
Working with Florence London, we saw incredible growth thanks to these strategies working in harmony. Some highlights were:
- +104% revenue increase
- +197% new customers acquired
- 4,333 individual sales generated
- 2 new categories unlocked (men’s & kids’ jewellery)
Google Ads is now the brand’s largest and most profitable channel, responsible for nearly half of all new customers.
Key Takeaways
If you’re an eCommerce brand plateauing on Google Ads, here are three proven fixes:
- Separate branded and non-branded campaigns to stop inflated ROAS.
- Exclude branded terms from Performance Max to force prospecting.
- Optimise your product feed for both paid and organic growth.
Do these three things and you’ll be ahead of 99% of advertisers.
Want the Same Results?
We helped this jewellery brand turn a stagnant Google Ads account into a scalable growth engine. If you’d like us to do the same for you:
We’ll show you exactly where your account is leaking money and how to fix it.
