From Stagnating Spend to 7-Figure Revenue
How we helped CFW unlock explosive growth through an integrated Amazon and Google Ads strategy that turned wasted budget into their most profitable channel.
Significant Ad Spend, Diminishing Returns
CFW, the UK's leading distributor of Sephra chocolate fountains and commercial food equipment, had been running Amazon and Google Ads campaigns for years. But despite significant monthly investment, sales had plateaued. Their campaigns were structured around broad keywords that attracted clicks but rarely converted, and there was no strategy connecting their Amazon and Google presence.
The result was a frustrating cycle: increasing spend to maintain the same revenue, watching competitors capture market share, and losing confidence in paid advertising as a growth channel. CFW needed a partner who understood both Amazon's marketplace dynamics and Google's auction-based ecosystem — and could build a strategy that made them work together.
Integrated Amazon & Google Ads Transformation
Full Account Restructure
We rebuilt both the Amazon and Google accounts from scratch. On Google, we implemented a granular campaign structure with tightly themed ad groups. On Amazon, we separated Sponsored Products by product category with distinct bid strategies for each.
Product Feed Optimisation
We overhauled CFW's product feed with enriched titles, detailed descriptions, and accurate product attributes. This single change improved Google Shopping impression share by over 60% and reduced irrelevant clicks immediately.
Amazon Sponsored Products & Brands
We launched Sponsored Products campaigns targeting high-converting long-tail keywords, paired with Sponsored Brands campaigns to build brand visibility at the top of search results. Defensive campaigns protected CFW's branded terms from competitor poaching.
Cross-Channel Attribution
We built a custom attribution model that tracked the customer journey across Google and Amazon touchpoints. This revealed that Google Search was driving significant Amazon conversions — insight that completely changed how we allocated budget between channels.
Transformational Growth Across Every Metric
Return on ad spend increased from a barely-breakeven 120% to a highly profitable 340%, meaning every £1 spent on advertising generated £3.40 in revenue.
Annual revenue driven through paid advertising crossed the seven-figure mark within 12 months of the new strategy going live, up from mid-six-figures previously.
Nearly half of CFW's previous ad budget was being spent on non-converting keywords and poorly structured campaigns. We eliminated that waste entirely, redirecting it to profitable channels.
New customer acquisition tripled through a combination of better targeting, expanded reach via Sponsored Brands, and a Google remarketing funnel that recaptured interested browsers.
The team at Visible Ads completely transformed our approach to digital advertising. What was once a frustrating money pit became our most profitable growth channel. The integrated Amazon and Google strategy was exactly what we needed.
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