MR. Riegillio Case Study details

  • Google Ads
  • Clothing
  • E-commerce
  • Search + Shopping

How I helped
MR. Riegillio to achieve
1.600%+ ROAS with Google Ads

A 12-month Google Ads campaign strategy that doubled ROAS and increase revenue by €114K  
Return on ad spend
1 %
Conversion Rate
0 %
Revenue
€ K
Total ad spend managed
€ 1 K

The challenge

MR. Riegillio needed to grow its average ROAS above 600% by Q2-Q3 2025 for their key markets including DE, FR, UK and NL. Besides that they needed to make sure that at least 30% of sales were coming from non branded and brand new customers. 

No long-term strategy

There was no way to measure actual bookings from paid traffic — only clicks and impressions.

One shoe fits all approach

All key markets had the same campaign type, structure, bidding, keywords, matching, etc. This completely ignored each market's unique ROAS, cpc's, target sales and unique buying behaviours.

No audience segmentation

All campaigns were heavily branded-focused, thus not really taking incrementally into account and ignoring potential new costumers.

The strategy

My approach was to completely rebuild the account from scratch rather than try to fix the existing structure. The first two weeks were purely diagnostic, auditing historical data, campaign structure, average cpc’s and performance.

From there, I built a year-long strategy ensuring a healthy full-funnel keeping mind the multiple key selling periods for the brand throughout the year. 

  • Top of funnel: Meta brand awareness campaign and Google performance max campaigns targeting fetish and leather wear shoppers in DE, NL, BE, FR and UK. 
  • Mid funnel: Performance Max and non-branded keywords related to best seller product categories i.e. leather jackets
  • Bottom of funnel: Branded search and remarketing to convert users who had visited but didn’t buy. 

Implementation timeline

1
Month 1–2
Audit, tracking setup & account rebuild
Full account audit, GTM conversion tracking implementation, new campaign structure, keyword research and negative keyword list.
2
Month 3–4
Launch & data collection
Campaigns live. Conservative bidding strategy to gather data. Weekly optimisation of search terms, bids and ad copy.
3
Month 5–8
Optimise & scale
Smart bidding strategies introduced. Budget increased on top-performing campaigns by 40%.
4
Month 9–12
Scale & diversify
Demand gen awareness campaigns added. Product-specific visuals and videos added.  Seasonal bid adjustments for peak sale periods i.e. summer sale, end of season sale, anniversary sale, gifting and black friday. 

Results in detail

Before (Month 1)

ROAS

1.1×
Before (Month 1)
1.1×
€320

38

Before (Month 1)

ROAS

1.1×
Before (Month 1)
1.1×
€320

38

Results in detail

"Sam is instrumental in our digital advertising strategy. Within six months he transformed a money-losing Google Ads account into our most profitable direct booking channel."
— Marketing Director, Palace Resorts
"Sam is instrumental in our digital advertising strategy. Within six months he transformed a money-losing Google Ads account into our most profitable direct booking channel."
— Marketing Director, Palace Resorts
"Sam is instrumental in our digital advertising strategy. Within six months he transformed a money-losing Google Ads account into our most profitable direct booking channel."
— Marketing Director, Palace Resorts
Campaign overview

Client

MR. Riegillio

Industry

Clothing E-Commerce

Platform

Google Ads

Duration

12 months

ROAS achieved

1.650×

Ad spend

€53,000
Key results
ROAS improvement
+100%
Revenue increase
+114K
Conversion rate
+3.96%
Want results like these?
Book a free strategy call. I’ll review your current campaigns and tell you exactly what I’d change.
Book a free call
No commitment · Free 30 minutes
Services used
  • Google Search Ads
  • Google Performance Max Ads
  • Remarketing campaigns
  • Conversion tracking setup

RIEGILLIO

  • 4.2× ROAS
Meta Ads
Riegillio — Fashion E-commerce
Scaling Facebook and Instagram ads from €2k to €15k monthly ad spend profitably over 8 months.
Read case study →

ROMEO

  • 2.1× app installs
Meta Ads
ROMEO — App Campaign
Amsterdam Pride campaign for ROMEO gay dating app, driving app installs and brand awareness across the Netherlands.
Read case study →

BEN STONE

  • 5× more leads
Google Ads
Ben Stone Drums — Local Lead Gen
Google Search campaigns for a London drum school, growing bookings from near-zero to fully booked in 3 months.
Read case study →