A recent case study from Seek Marketing Partners reveals how a comprehensive restructuring of paid search advertising can dramatically improve performance for luxury e-commerce businesses operating in niche markets. The Manchester-based agency achieved exceptional results for a client in the luxury accessories category, where products are tied to specific high-end items and buyer behavior is deeply intention-driven.
The primary challenge involved identifying which product themes and search intents carried enough demand to scale profitably. Before the agency's involvement, the account had no clear data indicating which audiences, queries, or angles would deliver the highest conversion potential. The client's objectives included increasing total product sales, improving conversions and overall conversion value, maintaining strong return on ad spend while exploring new campaign structures, and keeping costs controlled while scaling performance.
Seek Marketing Partners began with a complete PPC rebuild centered around a full-funnel Google Ads structure. This allowed the team to test both broad and model-specific search intent while building a foundation that could accurately identify the strongest commercial signals. The strategy included Performance Max plus Search layering to capture both broad and high-intent traffic, expanded keyword themes to reach users searching for protection, organization, and value preservation—not just narrow, product-specific terms, and custom audience signals combining high-value searches, on-site behavior, and interests aligned with luxury ownership.
"Our focus wasn't just to restructure campaigns, but to understand where true buying intent existed within the client's audience," said Jerome, a PPC Specialist from Seek Marketing Partners. "By testing messaging, refining signals, and consolidating spend into proven growth engines, we created rapid and sustainable gains." The agency also tested luxury-led versus pain-point-focused messaging to identify the angles that drove the highest purchase intent, and implemented structured consolidation, pausing underperformers and reallocating spend to the campaigns with the strongest ROAS and conversion patterns.
During execution, the agency launched and tested a variety of campaign types, including Performance Max, multiple Search themes, and a brand safety net for users already familiar with the client. Once live, each campaign's performance was monitored closely, with underperforming segments gradually removed to allow budget to shift toward proven growth drivers. The account ultimately consolidated around three core engines: Performance Max, which became the primary revenue driver; high-intent Search campaigns, which saw lifts in efficiency and ROAS; and Brand Search, which continued to act as a low-cost, high-value safety layer.
To strengthen traffic quality, Seek Marketing Partners implemented a tailored audience signal designed to help Google's automation identify high-intent luxury shoppers based on behavioral and interest-based markers. Ongoing optimization included weekly negative keyword refinement, continuous keyword optimization, enhanced sitelinks and improved display paths, daily budget alignment to protect efficiency, and A/B testing between luxury-messaging and problem-solution messaging. This systematic approach ensured traffic quality improved while spending remained under control.
The results were substantial across all key metrics during the optimization window from October 22 to November 4. Conversions increased from 33.21 to 57.35, marking a 72.70% rise. Conversion rate more than doubled, moving from 1.58% to 3.48%, representing a 120.64% improvement. Conversion value also saw a solid lift, growing from £2,007.05 to £2,949.44, which represents a 46.95% increase. Return on ad spend improved from 3.33 to 4.63, a gain of 39.30%, while costs rose only slightly from £603.52 to £636.70, a minimal increase of just 5.50%.
This small rise in spend alongside significant gains across all profitability metrics demonstrates the impact of the new PPC structure. The agency successfully attracted higher quality traffic with stronger purchase intent, delivering substantially improved returns without driving up costs. With a high-performing structure now in place, the agency plans to expand the client's PPC strategy into new international markets, beginning with entering the US market with controlled test budgets, adapting ad copy, bidding, and audience signals to local behavior, and scaling high-performing segments while maintaining ROAS. More information about the agency's approach can be found at https://seekmarketingpartners.com.
