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
Working with UAWC Agency led to a clear increase in our bookings and revenue. The team managed the engagement extremely well, delivered everything on time, and was always responsive. Their in-depth knowledge really stood out, and overall the partnership has been a success.
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