Lawnsmith

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Ad Spend Growth

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Revenue Growth

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ROAS Improvement

CLIENT

Lawnsmith is a leading UK-based eCommerce retailer specialising in lawn care products. Their range includes grass seed, lawn fertiliser, moss killer, and other lawn treatment essentials. With a loyal customer base and a reputation for quality products, Lawnsmith competes in a highly seasonal and competitive market where maintaining visibility and efficiency in paid media is essential for growth.

CHALLENGE

The primary challenge was to grow Lawnsmith’s account by scaling non-brand Google Ads spend while maintaining or improving return on ad spend (ROAS). In such a competitive vertical, where bigger retailers and DIY chains dominate the landscape, ensuring every pound of spend delivered incremental value was critical. The task was to improve efficiency, avoid cross-campaign competition, and create a structure that would allow sustainable year-on-year growth.

STRATEGY

To overcome these challenges, Annex Media implemented a structured and data-driven approach:

  • Comprehensive account segmentation – Campaigns were split by product type, with brand terms excluded from non-brand campaigns to ensure clean, uncontaminated performance data.
  • Cross-serving negative keywords – Applied across campaigns to prevent overlap, eliminate internal competition, and gain a true measure of success.
  • Keyword testing automation – Introduced a bespoke script to automatically identify converting search terms and test them in dedicated campaigns, accelerating keyword testing speed by 82.2% (averaging 450 keywords tested monthly).
  • Audience segmentation – Ad groups were broken down by audience type, allowing for precise targeting and maximising spend efficiency on the best-performing segments.
  • Customer Match lists – Leveraged first-party data to enhance performance, improve campaign learnings, and increase audience relevancy.

IMPACT

The impact of this approach was significant and delivered sustainable year-on-year growth:

  • Ad Spend Growth: Non-brand ad spend increased from £25,200 to £55,300 year-on-year, a 119.44% increase.
  • Revenue Growth: Revenue rose from £92,400 to £233,000, equating to a 152.16% increase, meaning revenue outpaced spend growth.
  • ROAS Improvement: Return on ad spend improved from £3.66 to £4.21 (+14.91%), proving that scaling spend actually increased efficiency.
  • Campaign efficiency: By removing data contamination and refining targeting, campaigns clearly demonstrated which products and audiences were driving results, allowing Lawnsmith to scale with confidence.

THE BOTTOM LINE

Through precise campaign segmentation, advanced keyword testing, and audience targeting, Annex Media helped Lawnsmith achieve exceptional year-on-year growth. With spend more than doubling and revenue more than tripling, the account not only scaled successfully but also became more efficient, proving the value of a strategic, data-led approach in a highly competitive market.

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