$450,000 revenue at 181% ROMI for a Home & Garden DTC brand
Updated:
The task
A British Home & Garden DTC brand selling on Shopify. Two different buyers in one store: retail — a private customer picking up an item or two for the weekend, and wholesale — venues and resellers, with a longer cycle where the decision is made by someone other than the person clicking. The task: grow sales with paid traffic without throwing these two audiences into one pot.
What we did
Split retail and wholesale into separate campaigns with different objectives: B2C optimized for online purchases, B2B — for leads. Worked in two channels, Meta and Google Ads, for 17 months straight, not as a one-off launch.
Ran Meta through three ad accounts: the main one, a second for scaling from August 2025, and a third connected in summer 2026. Channels were judged by their different roles: Meta took volume and cold demand, Google — warm search with ready intent to buy, and each was measured by its own ROMI, not a blended average.
Results
Ad spend $159,404 (£119,243) for 03.2025–07.2026, revenue $448,298 (£335,351), 181% ROMI.
Retail (B2C):
- ad spend £95,976, 5,387 purchases, revenue £325,769 — 239% ROMI
- cost per purchase £17.82 ($23.82), average order value £60.47 ($80.84)
Wholesale (B2B):
- ad spend £23,267, 1,536 leads, revenue £9,582 — −59% ROMI
- cost per lead £15.15 ($20.25)
By channel:
- Meta Ads — £80,781 → £189,641 (135% ROMI), three ad accounts: £32,985 (115%), £47,299 (147%), £497 (267%)
- Google Ads — £38,461 → £145,710 (279% ROMI), of which retail £34,899 → £145,710 (318%)
Account screenshots cover the whole engagement through 09.2026, so totals are wider than the case period:
Insights
Google paid back about twice as well as Meta — 279% versus 135% ROMI, and 318% in retail. But only in retail: in wholesale it delivered 42 leads for £3,562 and brought not a single payment. Meta carried all of B2B. The conclusion is not that “Google is better” but that each channel is strong on its own type of demand: search picks up the private buyer who is ready to order, social finds the trade buyer who wasn’t searching.
Wholesale is cheaper than retail per action (£15.15 versus £17.82 per purchase) but returns £0.41 per £1 of ad spend versus £3.39 in retail — −59% versus 239% ROMI. A lead is not a payment: judging channel performance by cost per lead here would have meant picking the wrong channel and pouring budget into a direction that does not return money.
The £60.47 average order value is roughly two items at a retail price of £27.50. Item margin is about 47%, so the 239% ROMI in retail leaves the store a profit after cost of goods, not just turnover.
