Meaningful Growth For Cleaning Supplies 4U

Following a drop in ROAS and a lack of growth in their account, Cleaning Supplies 4U began working with Circus PPC to drive performance and focus on maintaining stability alongside meaningful growth.

Beginning to work together during peak summer months for the brand, we initially avoided any big structural changes to the account or anything that could cause volatility. Instead, we began making small tweaks to removed wasted spend from under-performing areas and improve budget efficiency.

This focus on efficiency over structure meant that we could prioritise what was already working in the account, and funnel budget towards those areas, knowing that they were performing well. The changes made saw the account’s ROI jump from 2.8 to 3.6 during the first month of working together, leading to an increase in investment.

Some of the activity implemented within the first few months of working together included a focus on the Bing account and making sure this was performing to the best of its ability, which meant a lot of tidying up in the account. We also removed any inefficiencies that were leading to poor performance, and launched shopping activity on Bing.

Due to this being a peak period in the industry, we were prepared for an uplift in competitor activity, so ensured that branded terms were included in the account structure to enable the best possible impression share.

Despite avoiding restructuring the account during peak months to ensure we didn’t destabilise performance, we began looking into the account’s Performance Max campaign to identify the top performing product category, before pulling it out into its own campaign. Going forward, we planned to restructure the entire PMax campaign to facilitate a profit or performance-based structure.

Once the restructuring began following peak period, we made a number of changes and updates including:

• Created a ‘hero product’ PMax campaign for visibility across 200 best performing products;
• Launched a high ROI campaign;
• Added first-party data to the customer match list;
• Started to launch new category campaigns to ensure visibility across different products that might not achieve the same visibility in a catch-all;
• Looked at profit margins per category to best segment products.

We also began putting together product bundles for Black Friday, alongside making feed optimisations to put the account in the best position to perform during a peak seasonal period.

Alongside vastly improving account structure and strategy, we’ve also seen positive results and uplifts in performance since we began working with Cleaning Supplies 4U back in June 2024.

During our first quarter of management, we saw immediate increases of 9% in revenue and 25% in ROI. However, the yearly stats are the most impressive – with an increase of 72% in conversions, and 58% in revenue.

Now, coming into a peak seasonal period for many retail accounts, we expect even more fantastic results as we implement a specific Black Friday strategy for our client – something they’ve not explored in the account before.