Radical Results For Roman

Circus PPC worked with Roman to revamp their ‘generic’ ads strategy to drive customer acquisition whilst maintaining a strong ROI.

Roman Originals was established in Birmingham in 1957, and is an affordable and timeless clothing retailer with a commitment to providing personalised customer service and a comprehensive shopping experience


The Goals

Circus PPC began working with Roman in August 2022, with the brand having previously struggled to manage their own Search activity in-house.

The business wanted to grow the ‘generic’ side of the business to assist with customer acquisition and improve brand awareness, as the brand loyalty was already really strong. The aim was to see a 3-4X ROI across generic or non-brand activity.


The Activity

When we took over the account, we built out activity based on business priorities, which included focusing on top performing categories such as ‘dresses.’ These categories didn’t initially have ads live targeting relevant search queries, so we launched new campaigns for every category.

Continuing to identify where we could make improvements, we conducted tests around ad copy and broad match – which had previously performed well across clothing categories and allowed us to deliver more volume and growth in the area. This was followed by continuous optimisation and testing around campaign structure, keywords and broad match.


The Results

As we scaled newly launched campaigns focused on high-performing categories such as ‘dresses,’ we improved profitability, driving impressive results for the brand, where they saw YOY growth including:

+875% sales increase
+897% revenue increase
+33% ROI increase
+137% CVR increase

Despite focusing on generic, non-brand activity – the more we succeed in growing these areas, the more people we have searching for Roman at lower funnel, meaning that increases in generic will simultaneously help drive branded performance.

On the back of success achieved working with Roman, they asked us to partner with them to work towards huge growth plans, which this year includes launching new brands and using the wealth and data of Roman’s success to inform and grow these brands from the ground up.

sales increase
revenue increase
roi increase

Since beginning to work with Circus back in 2022, we’ve seen incredible uplifts in PPC account performance, which has helped us to drive revenue and sales, as well as increased ROI. Circus are a great business to work with, and communication, expertise, and professionalism from our dedicated account manager means that we’re always kept updated on how performance is doing, and more importantly, how it can continue to be improved. Due to Circus’s specialism in PPC, this means that we have access to an expert agency that focuses solely on making sure that PPC is working and delivering the results we want to see. I would highly recommend working with Circus and look forward to continued success with them as our PPC partners

Ian Johnson
Head of eCommerce

The Project Team

Donya Broadhead

PPC Analyst

Donya joined the team in May 2022, excited to continue her career in PPC with a specialist agency!

Anna Wood

Head of Client Services

A logical thinker and committed to delivering quality results for clients, with experience working on global brands.

Ahmed Chopdat

Commercial Director

An expert in high volume, highly competitive markets with a keen eye for trends, motivated by client profitability and success.

Rick Tobin

Managing Director

Over 20 years dedicated PPC experience working with some of the world's biggest brands.

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Protected: David Shuttle