How We Scaled International Revenue by 190% for a Luxury Gifts Brand

Case Study

Dalvey

Luxury Gifts & Accessories

+48%
ROAS

+190%

Conversion Value

+62%

Conversions

The Challenge

SituationDalvey, a premium gifts and accessories brand, had been managing their Google Ads account in-house with custom scripts for nearly four years. The account had grown organically but chaotically — dozens of hyper-granular campaigns created complexity without clarity.
ProblemTheir homegrown scripts were fighting Google's native algorithms, campaign structures were too fragmented to achieve efficient learning, and international expansion was limited. Despite respectable performance (4.51x ROAS), they were spending £660k annually without a clear roadmap for sustainable growth across multiple markets.
StakesThe brand needed to scale internationally while improving profitability. The existing structure couldn't support that ambition — it would have collapsed under increased budget or geographic expansion.

The Results

Metric	Before	After	Change
ROAS	4.51x	6.69x	+48%
Conversion Value	£2,978,222	£8,641,454	+190%
Conversions	27,824	45,162	+62%
Ad Spend	£659,846	£1,292,188	+96%
CPA	£23.71	£28.61	+21%
Daily Conversion Rate	17.7/day	27.8/day (recent)	+57%

The Approach

We conducted a full account restructure, consolidating the fragmented campaigns into a streamlined architecture that allowed for both automation and strategic control. We removed the conflicting in-house scripts and implemented our proven logic framework, then systematically rolled out Performance Max campaigns across key international markets.

Audited and consolidated overly granular campaigns into efficient STAG (Single Theme Ad Groups) and SKAG structures where appropriate

Removed legacy scripts that were interfering with Google's bidding algorithms and implemented RK PPC's proprietary script logic

Built custom product feeds optimised for Performance Max campaigns across 13 international markets

Deployed geo-specific Performance Max campaigns with market-appropriate asset strategies

Integrated RK PPC's in-house tooling for feed management, bid optimisation, and cross-market performance monitoring

We nearly doubled ad spend while achieving 48% higher ROAS and driving £8.6M in conversion value

The restructured account delivered an additional £5.66M in conversion value over the four-year period while maintaining profitability at scale. Performance Max campaigns now drive over 70% of spend across 13 international markets, with the US market alone generating £1.8M in conversion value at 6.34x ROAS.

Over-engineering isn't optimisation — removing conflicting scripts and simplifying campaign structure unlocked Google's machine learning potential

International expansion requires market-specific strategies, not just copy-paste campaigns: each geo-targeted Performance Max campaign was optimised for local behaviour

CPA increases aren't always bad: when scaling 96% in spend while improving ROAS by 48%, a modest CPA increase often reflects intentional expansion into valuable but more competitive markets

Custom feeds and proprietary tooling create competitive advantage: our feed optimisation allowed Performance Max to outperform the previous fragmented Shopping setup across every market

RK PPC Marketing

Case Study · Dalvey · March 2026