Case study
Performance SL · Studio view
Case study

Deep blue email, Google Ads & CRO for a digital-first brand

How Performance SL turned a good-looking store into a measurable revenue engine – by aligning lifecycle email, full-funnel Google Ads and structured conversion optimization into one coherent system.

ClientDTC lifestyle brand VerticalHome & living FocusEmail · Google Ads · CRO PeriodFirst 90 days
Lifecycle email flows Search & Shopping structure Landing page & checkout tests
Objective: build a performance system that prints predictable revenue without burning out the brand – something the team can actually run week after week without needing a “campaign miracle” every month.

Before Performance SL stepped in, the brand already had traffic and loyal customers, but the system behind it was fragile: Google Ads was a patchwork of campaigns, email was mostly one-off newsletters and on-site changes happened whenever someone had time. Nothing was really broken – but nothing was compounding either.

Performance SL first treated everything as one connected funnel: how people discover the brand, what they see when they click, and how they’re followed up with if they don’t buy on the first visit. From that, we designed a dark-blue, futuristic visual language and plugged it into every touchpoint: email templates, ad creatives, mobile landers, checkouts and social proof modules.

Same story, different entry points – with each channel doing its specific job: Google Ads to bring in the right clicks, email to turn interest into repeat revenue, and conversion optimization to squeeze more value out of every single session. The result: a system the brand can scale, not just a pretty campaign that looks good in screenshots.
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Performance SL
Everything your funnel needs to grow
+64% Email-driven revenue
+71% Google Ads ROAS
+28% Conversion rate uplift
-32% CPA on core products
+64% Email-driven revenue
+71% Google Ads ROAS
+28% Conversion rate uplift
-32% CPA on core products
Channels
Email · Google Ads · Conversion Optimization

Three pillars, one narrative. Performance SL designed each channel to do its job – but also to hand off to the next one seamlessly.

+39% CLV
Email marketing
Lifecycle engine
Flows & campaigns

We rebuilt the brand’s lifecycle stack in a deep-blue visual language: high-performing templates for welcome, browse & cart recovery, post-purchase and win-back.

  • Dynamic product blocks based on browsing & purchase behaviour.
  • Plain-text style tests for trust-building segments.
  • Offer logic aligned with ads & on-site promos – no random discounts.
+71% ROAS
Google Ads
Full-funnel structure
Search & Shopping

The account moved from “mixed interest soup” to a clean structure: cold search, high-intent search, Shopping and branded campaigns – all mapped to funnel stages.

  • Query sculpting and negative lists to protect high-intent terms.
  • Custom landing pages for money keywords and hero products.
  • Shared naming conventions so reporting is readable at a glance.
+28% CR
Conversion optimization
CRO system
Landing & checkout

Instead of random A/B tests, we set up a simple testing backlog and a reusable component library for hero sections, social proof, guarantees and offers.

  • Three hero formulas tested: story-led, offer-led, problem/solution.
  • Checkout friction audit and micro-copy changes across the flow.
  • Results shipped into new campaigns and email templates within weeks.
Strategy
One funnel, many entry points

The Performance SL approach: define the story first, then let email, ads and on-site experiences tell it in different tempos.

Full-funnel blueprint
The funnel looks simple on slides – awareness, consideration, conversion and retention – but only works when each layer uses the same visuals, promises and proof.
1 · Discover Cold search & YouTube pre-rolls send traffic to editorial, story-led landers.
2 · Consider Product pages, comparison sections and lead magnets capture intent and email.
3 · Convert CRO-tested checkouts and offer sections + flows that follow up automatically.
Week 1–2 Audit, quick wins, tracking fixes.
Week 3–4 New email stack & ad structure.
Week 5–8 Landing tests + creative refresh.
Week 9–12 Scale winning combos and refine segments.
+64%
Email-driven revenue
+71%
Google Ads ROAS
+28%
Conversion rate uplift
-32%
Cost per acquisition
Systems
Inside the Performance SL setup

Under the hood: how flows, campaigns and tests are organised so the brand can keep iterating without starting from scratch each month.

Email system

Every flow is mapped to moments in the customer journey – not just “X days after last order”. Performance SL uses intent and product signals to decide which message fires.

  • Welcome, education and offer flows split by acquisition source.
  • Abandon flows using session data & viewed categories, not only cart events.
  • Post-purchase playbooks for first-time vs. repeat buyers.

Google Ads architecture

The account is built like a sitemap of where revenue actually comes from. Budget follows intent, not impressions.

  • Brand, generic and competitor campaigns with tailored ads & landers.
  • Shopping campaigns that highlight hero bundles and margin-friendly SKUs.
  • Search term mining loop that feeds new keywords and negatives weekly.

CRO lab

Instead of guessing what “looks nicer”, Performance SL runs small, fast tests on messaging and structure that actually move the numbers.

  • Heatmaps & scroll depth inform what gets cut, not opinions.
  • Guarantee blocks, risk-reversal and UGC modules as reusable components.
  • Winners rolled out across templates, ads and flows in one sprint.
Campaign
From ad click to deep-blue checkout

The same visual system runs through ads, landing pages and email – so each new promotion feels like a chapter in one story, not a random one-off.

Google Ads · Creative direction
Search to story
High-intent search ads lead into narrative landers with matching headlines, colour palette and hero visuals. No disconnect between promise and page – which is why bounce rate dropped and add-to-cart went up.

Mobile-first landing experience

The core landing page is built for thumbs: sticky CTAs, collapsing FAQ sections, and a narrative that moves from problem to proof to offer in under 30 seconds of scroll time.
Search & Shopping traffic Dynamic hero testing Email + retargeting entry
Email campaigns for weekly product highlights – reusing hero, badges and proof blocks from the landing pages for instant recognition. Each send keeps the same deep-blue layout and clear CTA, while copy and offers rotate so the list feels guided, not spammed, and customers instantly connect inbox content with what they saw onsite.
Post-purchase sequences that reference the initial ad angle, so customers feel like the same conversation continues in their inbox. First messages reinforce the promise that made them buy, later emails layer in education, usage tips, review requests and gentle upsell paths – all in the same visual language, so retention feels like a service, not a sales push.
Google Ads Case Study
Three months of structured scaling

A quick visual pass through the actual Google Ads dashboards – one slide per month as the new structure settles in and ROAS climbs.

September · Baseline & rebuild
Google Ads performance dashboard September
First month of the project. We audited the existing “mixed interest soup” setup, paused obvious waste and rebuilt a minimal structure around hero products. The goal here isn’t to win every auction, but to get a clean baseline so every change over the next months is actually measurable.
October · Clean structure online
Google Ads performance dashboard October
Month two was about stability. Campaigns are now split by intent, device and match type, with clear naming conventions so reporting is readable at a glance. This is where CPA starts to drop and ROAS climbs, simply because the account finally mirrors how people actually search for the products.
November · Scale with control
Google Ads performance dashboard November
Final stage of the rollout. Budget stepped up on the winners from October, while search term mining and negative lists kept cold traffic in check. Branded and Shopping campaigns now reference the same hero offers as email and landers – so every spike in spend has somewhere profitable to land.
Execution
Tools & operating system

Under the hood Performance SL works with whatever stack the brand already uses – but enforces a clean structure and a way to read numbers.

Performance SL stack

The exact tools change from client to client – but the philosophy stays: clear ownership, clear naming, and one place where email, ads and CRO data meet. That’s where decisions get made.

ESP: Klaviyo / Mailchimp / others Google Ads & GA4 dashboards Looker Studio reporting A/B testing & heatmaps Shopify & custom landers
“Within three months our email share of revenue almost doubled – without increasing discount levels. Google Ads stopped feeling like a black box, and every new test now plugs into one system instead of being ‘just another experiment’.”
CMO, DTC lifestyle brand · Powered by Performance SL
Results
What changed in 90 days

Numbers are snapshot. The real result is a system Performance SL can keep tweaking – but here’s what the first quarter looked like.

  • Email share of revenue grew from 18% to 29% with stronger lifecycle flows and fewer ad-hoc blasts.
  • Google Ads ROAS increased by 71% while spend was scaled by 42% – not by chasing lower CPCs but by matching queries with clearer landers.
  • Core product landing conversion rate lifted by 28% after three focused test cycles on hero, offer logic and proof density.
  • Marketing now runs on a shared component & naming system – so new offers take days to launch, not weeks.

Thank you for watching

If you want to plug your brand into a similar deep-blue performance system – where email, Google Ads and on-site conversion speak the same language – Performance SL can adapt this framework to your products, metrics and team.

Talk to Performance SL