Home
Problems We SolvePick Your GoalGoogle Shopping & SearchMeta & SocialEmail & RetentionLoyalty SchemesCROTracking & TechAds & Growth Pricing →
Amazon Commercial StrategyVendor CentralSeller CentralAmazon Tools
Consultancy PackagesFractional E-Com DirectorSupply Chain & SourcingInventory & LinnworksBrand & IP Protection
Results & Case StudiesOur BlueprintOur StoryFree ToolsInsightsReferral ProgrammeCareers
Contact
Check Availability →

// Results · case studies · client outcomes

THE PROBLEMS
BEHIND THE
RESULTS.

Every result on this page started with one of these problems — a ROAS target that was wrong, a feed full of errors, a tracking setup that was hiding half the conversions. The case studies show what we found and what changed.

Check audit availability →Our blueprint
Common symptoms

THE PROBLEMS
BEHIND THE
RESULTS.

Every result on this page started with one of these problems. The case studies below show how each one was identified, what it was costing, and what changed.

ROAS target below break-even
Generating revenue. Losing margin. Nobody has calculated where the threshold actually sits.
Large catalogue, flat campaign structure
Every product treated equally regardless of margin. Budget flows to volume, not profit.
Feed errors suppressing inventory
Hundreds of products disapproved, out of stock, or miscategorised. Impressions invisible.
Tracking missing 20–40% of conversions
Smart Bidding trained on incomplete data. Every bid decision compromised at source.
Amazon Vendor margin eroded by deductions
Co-op, chargebacks, freight allowances — the gap between invoice and reality never quantified.
Inherited account after agency switch
No documentation, no baseline, no honest picture of what's been running and at what cost.
Case studies

REAL BUSINESSES.
REAL RESULTS.

// Cycling distribution · 70,000 SKUs · Google Shopping
Managing 70,000 products in a single Google Ads account — most campaigns treating every SKU identically regardless of margin or performance.
The existing setup had no campaign segmentation by margin or performance. High-margin products were competing for budget against loss-making lines. The Shopping feed had over 200 disapproved products — inventory that simply wasn't serving. Standard campaign structure meant the algorithm had no way to distinguish a £40-margin product from a £2-margin product.
Dynamic labelling waterfall implemented — five campaign tiers, products moving automatically
200+ feed errors resolved — previously invisible inventory now serving
CSS partnership activated — 20% reduction in click costs from day one
High-margin SKUs now receiving priority budget — profitable revenue compounding
// Sports distribution · £4M revenue · break-even ROAS discovery
A business generating strong ROAS numbers — and losing money on ad-driven revenue without knowing it.
Before our audit, the client's ROAS target was 4x. On paper, campaigns were performing. In commercial reality, their average gross margin was 21% — making their break-even ROAS 4.76x. Every sale generated by ads below that threshold was actively losing money. This had been running for over 14 months before we identified it. The fix was not a platform change — it was a fundamental recalibration of what success looked like.
Break-even ROAS calculated at 4.76x vs 4x target — margin gap identified
ROAS targets recalibrated across all campaigns — bidding for profit, not volume
Product-level P&L mapped — 34 loss-making SKUs excluded from all campaigns
Ad-driven margin transformed within 90 days of engagement
// Home & garden brand · Amazon + Google · dual channel
A growing brand running Amazon and Google in isolation — two agencies, no shared data, cannibalising results.
The brand had separate agencies managing Amazon and Google, with no communication between them. Amazon sales were attributed to Sponsored Products that were actually being driven by Google Shopping brand searches. Google campaigns were bidding against Amazon's own sponsored listings on the same branded terms. The channel conflict was costing the brand on both sides — and neither agency could see it because neither had the full picture.
Both channels brought under one management — full commercial picture visible
Amazon Marketing Cloud deployed — cross-channel attribution finally accurate
Brand term bidding strategy rationalised — budget duplication eliminated
Supplier pricing issue flagged — three product lines returned to profitability
// Barber & salon furniture · high-value products · long consideration cycle
A specialist barber and salon furniture brand — average order values of £800–£4,000 — running Google Ads with the same bidding logic as an impulse-purchase retailer.
The brand sold premium barber chairs, salon stations, and backwash units direct to professional buyers. The sales cycle was anywhere from two weeks to three months — customers researching, comparing, consulting colleagues, then purchasing. Standard Smart Bidding was optimising for 30-day conversion windows, effectively penalising every campaign because the algorithm saw almost no conversions in its assessment period. Budget was being cut from the highest-intent search terms — "barber chair UK supplier", "salon furniture direct" — precisely because they hadn't converted within the window Google was measuring. Meanwhile, generic upper-funnel terms were getting spend because the odd impulse enquiry ticked through faster.
Conversion windows extended to 90 days — algorithm finally seeing the full purchase cycle
Bidding strategy shifted to target impression share on high-intent commercial terms during research phase
Remarketing sequences built for 30, 60, and 90-day consideration windows — staying visible through the full decision process
Lead form introduced for sample requests — micro-conversions giving the algorithm signal without waiting for a £2,000 purchase
Enquiry volume increased significantly within 60 days as budget was reallocated to correct intent signals
The scoreboard

REAL ACCOUNTS,
REAL REVENUE.

Anonymised dashboards from accounts we manage and advise on. Not illustrative figures — actual store and ad-account data, with client identifiers removed.

Shopify dashboard showing £20,035,291 total sales, 405,581 orders and 4.43% conversion rate
£20M+ in tracked sales, 405k orders, 4.43% conversion. A store scaled from a standing start — the compound effect of margin-first paid media, a clean feed serving the full catalogue, and retention doing its job.
Shopify dashboard showing £8,140,504 total sales up 31% and 4.91% conversion rate up 25%
£8.1M, +31% YoY. Conversion rate up 25% — what happens when tracking is fixed and bidding finally sees the full picture.
Shopify dashboard showing £1,181,857 total sales up 49% over 30 days
£1.18M in 30 days, +49%. Sales up nearly half year-on-year in a single month's trading.
Google Ads performance history showing 775% actual ROAS, £30,742 cost and £238,336 conversion value
775% ROAS on a live campaign. £30k spend, £238k returned. The target is set from real break-even margin — so every point of ROAS above it is genuine profit, not a vanity number.

// Real screenshots · client names and identifiers removed · figures unedited

What clients say

IN THEIR
OWN WORDS.

Managing our catalogue of 70,000 products is no mean feat. Founded came up with the perfect solution to allow us to scale up and ensure that all of our most important SKUs were present in the shopping carousel when we needed them to be. It's been a pleasure to work with the team at Founded.
Managing Director
Bikeparts.co.uk
70,000 SKUs · Active client
Before Founded we thought our 4x ROAS was strong. They calculated our actual break-even at 5.2x — we'd been running unprofitable ads for over a year without knowing it. Within three months our ad-driven margin had completely transformed. I wish we'd had this conversation two years earlier.
Commercial Director
UK Sports Distributor
£4M revenue · Scale tier
What separates Founded from every other agency we've used is that they think like an operator. They flagged a supplier pricing issue that was making three of our best-selling lines unprofitable on Google. That one observation saved us more than their entire annual fee. They're not a supplier — they're part of the team.
Founder
Home & Garden Brand
Amazon + Google · Dual channel
We sell barber chairs and salon furniture — items that cost thousands and take weeks to decide on. Every agency we'd tried before treated us like a fashion retailer, optimising for 30-day conversions that simply don't exist in our category. Founded understood immediately that the problem wasn't our ads — it was the measurement window. Within two months the account looked completely different.
Director
UK Barber & Salon Furniture Brand
High AOV · Long consideration · Active client
Our products sit in salon windows for ten years. Nobody buys a £1,500 styling station on impulse. Founded rebuilt our whole measurement approach — micro-conversions, extended windows, a remarketing sequence that stays with the buyer through the whole decision. We now have a pipeline we can actually track, and enquiries are up substantially.
Managing Director
Salon Furniture Distributor
£800–£4,000 AOV · B2B buyers · Growth tier
The tracking work alone was worth the engagement. We had no idea 30% of our conversions were invisible to Google. Once enhanced conversions and Consent Mode were set up properly, our Smart Bidding improved within weeks — the algorithm finally had the data it needed. We'd been optimising against phantom numbers for two years.
Head of E-Commerce
UK Fashion Retailer
Enhanced conversions · Consent Mode v2
£42
return for every £1 spent on email — highest ROI of any marketing channel
DMA / Litmus
67%
of loyalty programme members spend more after joining than before
Bond Loyalty Report
5×
more expensive to acquire a new customer than retain an existing one
Harvard Business Review
80%
of future revenue typically comes from 20% of existing customers
Gartner
Loyalty & retention

THE MOST
PROFITABLE
CUSTOMER IS
THE ONE YOU
ALREADY HAVE.

Acquiring a new customer costs between five and seven times more than retaining an existing one. A customer who buys twice is significantly more likely to buy a third time. A loyalty scheme — done properly — is not a discount programme. It is a system that increases purchase frequency, raises average order value, and builds the kind of brand affinity that reduces your dependency on paid acquisition.

We advise on and help implement loyalty schemes as part of the wider retention system — always connected to your our email platform flows, your Google audience targeting, and your margin structure. A loyalty point that costs you more than it returns in lifetime value is not a loyalty scheme. It is a margin leak dressed up as a reward.

Discuss loyalty strategy →
// What a loyalty scheme actually does
A well-built loyalty programme increases the number of times a customer buys from you without increasing your acquisition cost. It creates a commercial incentive to return that costs a fraction of what it would cost to acquire an equivalent new customer through paid ads. Every returning customer who spends reduces your effective cost per acquisition across the lifetime of the account.
// How it connects to your ad strategy
Loyalty members are your highest-value our email platform segment. Their purchase behaviour feeds directly into Google and Meta audiences — meaning your paid acquisition campaigns get smarter as your loyal customer base grows. The loyalty data also informs which products to prioritise in Shopping campaigns. A product with a high loyalty repurchase rate is worth bidding more aggressively for on first purchase.
// The margin test every scheme must pass
Before recommending any loyalty mechanism — points, tiered rewards, exclusive access, cashback — we model the margin impact. A scheme that costs 8% of revenue in rewards but increases purchase frequency by 30% and reduces paid acquisition spend by 15% is commercially sound. One that discounts margin without measurably improving lifetime value is not. We build the business case first.
5–7×
More expensive to acquire than retain
60–70%
Probability of selling to existing customer
5–20%
Probability of selling to a new prospect
// The tracking problem
SMART BIDDING IS ONLY AS GOOD AS THE DATA YOU GIVE IT.
iOS 14 alone removed tracking from an estimated 60% of iPhone users. Add Safari ITP, Firefox restrictions, and ad blockers — and the average Google Ads account is missing 20–40% of its conversions. Not because they didn't happen. Because the tracking couldn't see them.
60%
of iPhone users opted out of tracking after iOS 14
Flurry Analytics
25%
of UK internet users use an ad blocker — up from 15% in 2020
Statista 2024
20%+
improvement in Smart Bidding within 4–6 weeks of implementing enhanced conversions
Google internal
Minority
of UK Seller Central accounts have Consent Mode v2 correctly configured
Founded Digital audit data
Tracking & measurement

IF YOU CAN'T
MEASURE IT
ACCURATELY,
YOU CAN'T
OPTIMISE IT.

Most Google Ads accounts are making bidding decisions based on incomplete, inaccurate, or significantly delayed conversion data. In a cookieless, privacy-first world, standard tracking misses between 20–40% of conversions that actually happened. Your algorithm is flying half-blind — and adjusting bids accordingly in the wrong direction.

// Cloudflare integration

FASTER SITES.
BETTER DATA.
LOWER BOUNCE.

Cloudflare sits in front of your website and does several things that directly improve your Google Ads performance — most of which your current agency has never discussed with you.
Page speed improvement
Cloudflare's CDN serves your pages from servers closest to the user. Faster load = lower bounce rate = more conversions from the traffic you're already paying for. Google's Quality Score rewards faster landing pages with lower CPCs.
Bot traffic filtering
Cloudflare filters invalid traffic before it reaches your site — meaning your ad click data is cleaner, your analytics are more accurate, and your bidding algorithm is training on real human behaviour rather than bot noise.
First-party data pipeline
Cloudflare Workers can be configured to capture first-party conversion signals server-side — bypassing browser-level ad blockers and ITP restrictions that strip cookies from Safari and Firefox users. Data that was invisible becomes visible.
Security as performance
DDoS protection, SSL management, and downtime prevention mean your landing pages are always live when your ads are driving traffic. An ad serving to a down page is money burned.
// Enhanced conversion tracking

20–40% MORE
CONVERSIONS.
SAME SPEND.

Enhanced conversions use hashed first-party data — email addresses, phone numbers captured at checkout — to match conversions that standard cookie-based tracking completely misses. The result is a significantly more accurate picture of what your ads are actually delivering.
What standard tracking misses
Safari ITP blocks third-party cookies after 24 hours. Firefox blocks them entirely. iOS restricts cross-app tracking. Ad blockers intercept the tag. A customer clicking your Shopping ad on an iPhone then converting three days later on desktop — standard tracking attributes nothing.
How enhanced conversions fix it
When a customer enters their email at checkout, that data — SHA-256 hashed for privacy compliance — is sent to Google alongside the standard conversion tag. Google matches it against logged-in Google accounts to attribute the conversion even when cookies are absent or blocked.
The bidding impact
Smart Bidding trains on conversion data. More conversion signals = better bid decisions. Accounts running enhanced conversions typically see 15–25% improvement in Smart Bidding performance within 4–6 weeks of implementation — not from changing a single campaign, purely from giving the algorithm more complete data.
Consent mode v2 — mandatory in 2024
Google's Consent Mode v2 is required for all advertisers serving EEA users. We implement it correctly — so your conversion modelling works, your remarketing lists stay populated, and you remain compliant. Most accounts we audit have this incorrectly configured or missing entirely.
CLOUDFLARE + ENHANCED CONVERSIONS + CONSENT MODE V2
Together, these three implementations give your Google Ads algorithm the most complete, accurate conversion picture possible. In most accounts we set this up in, reported conversions increase by 20–40% — not because more people are converting, but because we can finally see the conversions that were always happening. Better data means better bids means better results. It is the highest-leverage technical implementation we make in almost every client account.
+35%
Average uplift in
reported conversions
Audit places — limited availability
We take on a select number of new accounts each month. Places are not always available.
Check availability →
Commercial partner network

SAVINGS THAT GO
BEYOND YOUR
AD ACCOUNT.

Working with Founded Digital is not just about improving your Google Ads and Amazon performance. Our commercial partner network means you benefit from rates, relationships, and agreements that most businesses — regardless of size — cannot access independently. Every partnership below represents a direct commercial saving that arrives on day one.

Shipping & fulfilment
Negotiated rates
ROYAL MAIL
Negotiated contract rates across Tracked 24, Tracked 48, and large letter formats. Significant savings versus standard business account pricing — particularly valuable for high-volume e-commerce operations and subscription businesses.
// Below standard business rates
Negotiated rates
Premium parcel carrier
Preferential parcel rates across domestic and international services through our carrier partner network. Particularly valuable for businesses shipping higher-value or larger items where per-parcel cost has a direct impact on margin and competitiveness.
// Domestic & international
Negotiated rates
INPOST
Preferential locker network rates through our delivery partners — increasingly the preferred delivery method for cost-conscious consumers. Lower cost per parcel than doorstep delivery and significantly lower failed delivery rates, which directly reduces your operational overhead.
// Locker network · lower cost
Negotiated rates
AMAZON
SHIPPING
Access to marketplace-grade shipping rates for non-marketplace orders — some of the most competitive parcel pricing available in the UK market. Ideal for DTC businesses that want enterprise-level logistics pricing without marketplace dependency.
// DTC shipping · Amazon rates
Digital & advertising
GOOGLE CSS
As a Google Comparison Shopping Service partner, every Shopping campaign runs at 20% lower cost per click than standard Google Ads — from day one, on every account, without any campaign changes required.
// 20% saving · Always active
KLAVIYO
Certified email marketing platform partner with advanced platform access and partner-level support. We've deployed our email partner platform across accounts at every scale — our certification means clients benefit from capabilities and support tiers not available on standard accounts.
// Certified · Partner access
FEED
MANAGEMENT
Partner access to enterprise feed management infrastructure — the layer that ensures every product reaches Google Shopping with the right data, the right attributes, and the right commercial labels. The difference between a working feed and an optimal one is significant at scale.
// Enterprise grade · All clients
PRICE
INTELLIGENCE
Real-time competitive pricing intelligence across Amazon and Google Shopping. Partner access to platforms that monitor your pricing position automatically — so you know before your conversion rate does when a competitor has undercut you on a key line.
// Real-time · Cross-channel
SAVINGS ACROSS YOUR ENTIRE OPERATION — NOT JUST YOUR ADS
Most agencies save you money on click costs. We save you money on shipping, on fulfilment, on software, on advertising — and then we make the ads work harder on top of that. The commercial advantage of working with Founded Digital starts long before a campaign goes live. These rates and partnerships are available to every client, regardless of tier, from day one.
Check availability →
IS THERE AN AUDIT
PLACE AVAILABLE
FOR YOU?
Audit places are limited and not always available. If you're ready to understand what your account is actually doing, check whether we have capacity.
Check audit availability →