Ecommerce / Beauty & Fragrance
Fragrance Samples UK
Scaling a fragrance brand by spending less and selling more.
Fragrance Samples UK makes designer and niche fragrance accessible by offering affordable sample sizes, letting customers try scents before committing to a full bottle. It is a high-volume, high-frequency model where efficiency is everything: with low order values, there is no room for wasted spend.
We took over their Google Ads and Google Shopping with one job in mind: grow sales without growing the budget, and ideally while shrinking it.
Efficiency is everything.
When average order values are low, the maths is unforgiving. A few pennies too much per click, or budget pointed at the wrong products, and an order stops making money. So the goal was never simply a higher return on paper. ROAS on a shrinking budget can flatter to deceive; the real test was growing revenue and efficiency together.
That meant understanding exactly how people shop for fragrance samples, and building the whole account around the economics of the products, rather than chasing headline numbers.
The strategy behind the results.
We started with a full Google Shopping feed audit, rewriting titles and descriptions so the products won the right impressions for the right searches, rather than wasting spend on the wrong ones.
Then we introduced a new millilitre strategy, leaning into the 1ml sizes in the auction. That let us buy very cheap, cost-efficient clicks, knowing those customers would typically go on to buy the higher-value 5ml products anyway. We won at the bottom of the auction and captured the value higher up.
Every decision was made against blended MER and contribution, so we were always optimising to real sales and real profit, not platform-reported noise.
The numbers that matter.
The strategy drove significant year-on-year growth. Over twelve months we grew tracked sales 21% to £1.03m while cutting ad spend by 27%, and blended MER improved from 3.6x to 5.9x.
The chart says it best: return on ad spend is higher every year, and crucially revenue is climbing alongside it. This is not a better ratio bought with a smaller budget. It is more revenue from less spend.
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