14+ ROAS for Fine Wine Retail During Peak Season
We launched Search, Performance Max, and Shopping campaigns for a UK fine wine retailer with no recent conversion data and achieved 14+ ROAS during Black Friday and Christmas peak season.
Table of contents
Vertical: eCommerce
Niche: Fine Wine Retail
Market: UK
Platform: Google Ads
Problem
Lay & Wheeler came with no conversion data for the past 4 months. We also had to launch campaigns immediately before Black Friday and Christmas, leaving almost no time for a learning period.
How we fixed it
- The client prepared 3 promo product category pages for Christmas and 1 separate product page for Black Friday
- Conducted fresh keyword research focused on product, gift, and holiday intent
- Built Search and Performance Max campaigns with multiple ad variations to increase CTR and ROAS
- Structured PMax asset groups by product category and added clear search themes
- Strengthened automation using GA4-based custom audiences and relevant In-Market & Affinity signals
- Launched YouTube Video campaigns to warm up demand ahead of peak season
Results
As a result, we gained 14.01 ROAS since launch:
Search + PMax + Shopping ROAS: 16.95:
The Google Ads account still has clear potential for further ROAS and conversion value growth. This includes capturing branded demand with a Brand Search campaign, re-engaging past visitors through Search retargeting (RLSA), and scaling Search and Performance Max campaigns for the Cellar Circle subscription to drive and track recurring revenue.
Client’s Words
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