INSCRIPTURE.com

Google Ads & Facebook Ads

Discover how One PPC helped Inscripture grow into a million-pound-a-year brand—achieving over 500% ROAS (Return On Ad Spend). 

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INSCRIPTURE
Back Story & Challenge

Inscripture is an award-winning family-run business founded in 2016. They specialise in creating timeless, sentimental, and personalised items—each handmade with care and precision. Their focus on quality, customer service, and fair pricing sets them apart, offering meaningful products not available on the high street.

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Every piece is custom-engraved from customer-supplied images, making accuracy and attention to detail essential. Inscripture needed an agency that shared their values of precision and trust, and could scale their performance while maintaining these standards.

Despite working with previous agencies and making in-house changes, growth had plateaued. After four years of advertising across Google and Facebook, ROAS remained below 300%, leaving significant potential untapped. 
Our initial in-depth analysis revealed four major issues and opportunities:

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Solution

When Inscripture first approached us, they had already worked with several agencies that had tested a wide range of Facebook campaign types. These included remarketing to website visitors and email lists, interest-based targeting, and Lookalike audiences. Campaign objectives spanned Brand Awareness, Video Views, Page Likes, Conversions, and Product Catalogue Sales. Despite extensive testing across all stages of the marketing funnel combined with different campaign objectives,  the account remained underperforming, with an average ROAS falling below the minimum benchmark of 3.0 (300%).

To reverse this trend, we consolidated campaigns to create a broader audience pool that could be scaled effectively. Over time, these consolidated audiences proved more likely to convert, providing a stronger foundation for campaign efficiency and long-term profitability.

On the Google Ads side, we executed a complete restructure of the Search campaigns. Starting with in-depth keyword research using the Search Terms report, we identified high-intent queries and rebuilt the account around them. We reduced the number of active campaigns to simplify management and improve efficiency. Once the new text ad campaigns were live, Inscripture experienced an immediate uplift in performance—nearly doubling their previous ROAS and exceeding the 500% mark.

We also overhauled the Google Shopping campaign. By reorganising the product catalogue’s attribute hierarchy, we built a more granular structure, grouping ad sets by product type. These were then further segmented into sub-categories to mirror the site’s taxonomy. This retail-centric approach enhanced reporting, campaign control, and performance tracking. As a result, the Shopping campaign began delivering a consistent ROAS above 500%.

This focused, data-driven strategy—combining warm audience targeting and streamlined campaign architecture—successfully transformed underperforming accounts and significantly boosted paid media profitability across both Facebook and Google.

Other Steps

We enhanced the Google Search campaigns by expanding the keyword list and layering in additional targeting signals to improve efficiency without sacrificing intent. Rather than relying solely on keywords, we used audience insights to prioritise traffic more likely to convert.

For example, we applied demographic bid adjustments based on age, gender, and parental status to tailor bids where performance was strongest. We also layered in audience segments such as past website visitors, in-market shoppers, and Similar Audiences—not to narrow targeting, but to inform bidding and messaging.

This hybrid approach—combining high-intent keywords with audience signals—allowed us to fine-tune the campaigns, prioritise valuable users, and make more data-driven bidding decisions. We also tested multiple ad variations and extensions to improve CTR and Quality Score, ensuring each campaign was structured to support long-term growth through continuous iteration.

Google Shopping

Engagement Audiences
We launched a targeted Engagement campaign aimed at users who had interacted with Inscripture’s Facebook page or ads within the past 365 days but had not visited the website in the last 30 days. This campaign achieved a ROAS above 4.0 and scaled daily sales from £200–£300 to over £1,000 within just a few weeks.

To support ongoing performance improvements, we implemented continuous A/B testing across ad imagery, copy, and formats—including dynamic product ads, single image, carousel, and canvas layouts.

Dynamic Remarketing
We introduced a dynamic remarketing campaign targeting users who had viewed product pages within the past 14 days but had not completed a purchase. These users were shown the exact products they had previously browsed. This campaign delivered an immediate uplift in conversion rates, with ROAS exceeding 5.0 in the first month and rising above 10.0 within three months.

Cold Traffic / Top-of-Funnel Growth
To maintain momentum and drive sustainable growth, we expanded into top-of-funnel targeting. Campaigns were designed with varied objectives and creative tailored to cold audiences. We developed buyer personas to inform ad copy and targeting strategies, resulting in higher CTRs, improved conversions, and increased brand awareness. Since launch, purchases have steadily grown across both cold and warm funnels.

Interest-Based Targeting
Through detailed research, we identified key interest segments aligned with Inscripture’s products—such as gift buyers, life event audiences, and competitor brand followers. We tested both single-interest and layered targeting approaches to determine the most effective combinations.

Lookalike Audiences
We created Lookalike audiences based on website purchase data and tested a range of audience sizes to optimise for scale and performance. These Lookalike and interest-based campaigns have grown to represent a significant portion of Facebook-driven revenue. Ad formats, creatives, and copy are continuously tested to further improve engagement and conversion rates.

Alongside Google Display Dynamic Remarketing, we leveraged additional Display Network targeting methods to significantly boost impressions and traffic, directly contributing to sales goals. Monthly impressions grew by the millions, substantially increasing brand awareness.

Following the success of the Search campaigns, Inscripture expanded into Google Display to reach a broader audience and target a 700% ROAS. To build a full-funnel strategy, we launched campaigns aimed at cold, warm, and hot audiences—enabling us to accelerate sales growth beyond what was possible through Search alone. These campaigns included:

Results

This approach has driven stellar results for Inscripture during the time we have been working together. These results include:

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Increased ROAS by over 100% within the first month

Boosted overall sales by more than 300% over 12 months

Scaled monthly revenue, putting the business firmly on track to exceed £1 million in annual sales

Implemented advanced campaign strategies with diverse audience targeting and tailored ad creative

Expanded advertising reach to international markets

Significantly increased ad spend while continuing to improve ROAS and overall profitability

Surpassed the target ROAS of 4.0 with sustained performance

Built a full-funnel Facebook Ads strategy and leveraged the majority of Google Ads targeting capabilities

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