Turning Paid Media into a Reliable Revenue Engine

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Turning Paid Media into
a Reliable Revenue Engine

How consistent, accountable PPC management helped Japeto achieve a higher average order value and maintain paid media momentum despite broader market headwinds.

- Background

A strong brand facing a market reality check

Japeto had experienced impressive sales volumes in 2021 and 2022, but like many e-commerce businesses, faced a tougher environment as consumer demand normalised post-pandemic. By 2023–24, overall revenue was declining year-on-year, and the challenge became clear: sustain performance efficiently while others were cutting spend and hoping for organic recovery.

The opportunity was to make every pound of ad spend work harder - not just maintain presence, but actively improve the quality and cost-efficiency of paid traffic.

- The Challenge

Volume declining. Efficiency had to rise.

Declining organic demand

Total sales volume saw a 37% drop over two years - putting pressure on paid channels to carry more weight.

Rising cost pressure

In 2024, the investment-to-revenue ratio reached 12.7% - meaning paid activity needed better targeting to bring this down without sacrificing output.

- Our Approach

Rather than chasing clicks, the focus shifted to optimising for conversion quality and cost efficiency - tightening keyword match types, introducing PMax, pruning wasteful spend, and building smarter audience signals to identify higher-intent buyers.

- The Results

Rather than chasing clicks, the focus shifted to optimising for conversion quality and cost efficiency - tightening keyword match types, introducing PMax, pruning wasteful spend, and building smarter audience signals to identify higher-intent buyers.

ROAS up to 3.80

Highest average sale value

Lowest ever CPC at £0.12

Service - Planning & Activating Paid Media

Client Name:

Japeto

Project Date:

From 2021 through to H1 2026

Location:

UK