fulfilmentcrowd: +60% revenue, 55% better ROAS.
A UK fulfilment-tech provider chasing high-growth omnichannel brands. We rebuilt their Google Ads programme around intent-led search and a properly-targeted display layer. And turned brand awareness into a measurable revenue line.
The numbers.
Real pipeline.
What we walked into.
fulfilmentcrowd is a UK provider of technology and data-driven fulfilment for high-growth omnichannel brands. The team needed to expand the customer base and drive sales. Without buying noise.
Four explicit goals: increase UK brand awareness, acquire net-new customers through paid, drop CPA while maximising ROAS, and surface the fulfilmentcrowd technology platform to the right decision-makers. Easier said than done in a category where most search-term inventory is mid-funnel noise ("3PL companies UK") and the high-intent buyers are already talking to someone.
The previous setup had been built around a generic keyword list and a single landing page. CPA was rising. Brand searches (the only leading indicator that mattered for this category) had flatlined.
Bid-managed.
What we did.
A comprehensive Google Ads programme split across Search and Display, with audience layers built around decision-makers at high-growth omnichannel brands. Five working parts. Each with its own job.
Keyword research, intent-mapped
Mapped every high-intent term ("order fulfilment technology", "ecommerce fulfilment solutions") to the right landing page. Cut the mid-funnel noise that had been bleeding budget.
Copy + design that says something
Ad copy and display sets leaning on real value props: cost reduction, environmental impact, the technology stack itself. Not generic 3PL claims.
Audience targeting that matches the buyer
Google's in-market and custom segments, filtered to UK decision-makers at growth-stage omnichannel brands. Less spend, better conversations.
A/B testing on the things that move
Continuous testing on ad creatives and landing-page variants. We kept the winners, killed the rest, and fed learnings back into the brief.
Automated bidding with guardrails
Smart bidding strategies set against tROAS, with manual oversight on CPA bands per campaign. Smart Bidding works. But only when you tell it what success looks like.
impressions.
What changed.
Revenue up 60%, ROAS up 55%, CPA down 20%. And brand searches up 40%, which is the metric the rest of the business cares about most.
The display layer did its job upstream: brand searches climbed 40% and direct traffic followed it. Downstream, the search programme converted that warmed-up demand into actual customer accounts. Smart Bidding, fed against a clean tROAS signal, did the rest. Pulling CPA down even as we scaled spend.
Display lifted brand demand
A 40% rise in branded search and direct traffic gave downstream search campaigns a richer pool of warm demand to work against.
Bid strategy did the heavy lifting
Automated tROAS bidding pulled CPA down 20% while we scaled monthly spend. The rare combination Smart Bidding only delivers when fed clean inputs.
Net-new customer pipeline
50% more sign-ups, weighted toward the high-growth omnichannel profile fulfilmentcrowd wanted to win. Lead quality up, not just volume.
A/B tests compounded
Every winning creative variant fed into the next test. Six months in, the landing pages convert at almost double the rate they did at start.
Christian, Jake and the team's knowledge of paid advertising is second to none. They've consistently come through with thoughtful strategies and have delivered great results for fulfilmentcrowd.
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