Driving Lisa Angel's strongest Q4 ever: a 59% surge in paid media revenue

Heading into Q4 peak trading, the focus was on driving efficient, conversion-ready volume at scale across Google Ads, Microsoft Ads, and Meta Ads and, more importantly, on making sure those channels worked together rather than competing for the same demand.

The biggest challenge was balancing spend and efficiency. Lisa Angel had a minimum target of 310% ROAS to remain profitable, and the goal was to push spend as hard as possible whilst staying above that threshold through Black Friday and the Christmas gifting season.

We built a cross-channel strategy where Paid Social and Paid Search played complementary roles. Meta Ads drove sales from conversion-ready audiences whilst simultaneously generating awareness further up the funnel, which we then captured through extensive and granular remarketing on Paid Search.

Paid Search focused on high-intent search terms, top-performing product lines, and dedicated approaches to key promotions throughout Black Friday and Christmas. Paid Social reinforced this with additional image and video creative, plus support for Lisa Angel's physical stores.

To open up more volume, we deliberately dropped ROAS targets to just below 300%. The added volume naturally pushed performance back over the 310% threshold without us having to strangle budgets. We layered in Black Friday and Christmas-specific promotions on high-margin products that had performed strongly in the previous Q4, and used Customer Match Lists and Custom Audiences to identify new and existing customers most likely to purchase.

A meaningful share of budget was also allocated to Demand Gen. Although it didn't contribute directly to the 310% ROAS target, it generated significant brand awareness and built the remarketing audiences we then converted through PMax and Shopping campaigns once those users moved further down the funnel. Seasonality adjustments were used to inform strategy ahead of expected CVR spikes, helping us capture a huge volume of high-intent traffic. That allowed us to spend an additional £207k versus the previous Q4 and generate an additional £603k in revenue, whilst ROAS only dropped 2% to 327% overall.

The combined approach led to Lisa Angel's strongest Q4 ever, with sales and revenue surpassing both the client's targets and our internal forecasts.

Paid media revenue grew 59% YoY, and we delivered this whilst scaling accounts and maintaining efficiencies: ROAS decreased only 2% despite a 63% uplift in ad spend. As always, none of this would have been possible without the trust and faith of the Lisa Angel team.