REBEL took over the Image Skincare and Vol.U.Lift Google Ads accounts in January 2026 and rebuilt both from the ground up, while an unauthorised reseller undercut price on branded search. By May, blended ROAS had more than doubled and CPA was down 48%.
REBEL took over the Image Skincare and Vol.U.Lift Google Ads accounts in January 2026 and rebuilt both from the ground up. The starting position was uncomfortable: a 1.87x blended ROAS, a £62.64 cost per acquisition, and a Brand campaign fragmented across nine ad groups, diluting spend and signal.
There was no honeymoon period. Performance had to improve while the rebuild happened, not after it.
Both brands faced sustained pressure from an unauthorised reseller undercutting price on branded search, exactly the terms where margin should be safest. Every pound of fragmented brand spend made that fight harder.
The job was threefold: defend brand terms, consolidate the structure around what the data proved works, and build the engine for profitable new customer growth, all at the same time.
We audit account structure against what the data actually proves works, not legacy habit, and we aren't afraid to consolidate or restructure when the numbers say so.
Nine brand ad groups became one, concentrated on what the data proved converts. Brand spend fell 96% while the surviving ad group ran at 8.62x ROAS and a £14.43 CPA, peaking at 23.69x in May.
Raising the target ROAS to 200% in mid-February was the turning point: conversions rose 43% on 9% less spend. By May, a further 38% budget increase lifted conversions another 34%, with CPA holding steady throughout.
A new-customer bid strategy introduced in May grew new customers 74% month on month at a £169.90 average order value, reshaping the revenue mix.
The new-customer bid strategy is already reshaping the account: new customers' share of monthly revenue climbed from around a third in January to more than half by May.
None of this needed a bigger budget. It needed structure, discipline and the nerve to consolidate.
From under-pressure takeover to growth engine, the sequence mattered.
Both accounts rebuilt from the ground up against live reseller pressure: 1.87x blended ROAS and a £62.64 CPA on day one.
PMax target ROAS raised to 200%: conversions up 43% on 9% less spend.
Every product-specific and category brand ad group paused; all brand spend concentrated in the single ad group already proving it converts best.
Blended ROAS passed 3x for the first time, 3.22x in April, as consolidation and PMax discipline compounded.
A 38% PMax budget increase lifted conversions 34% more, Search hit 7.49x ROAS, and the new-customer bid strategy landed.
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