Track before you spend
GA4, Tag Manager and the Merchant Centre link went in before the paid programme grew, so every channel added later reported into the same numbers.
John Sankey · Furniture · E-commerce
Target ROAS of 10 within 3 months, and January online sales up 143%.
John Sankey makes handmade sofas and chairs in a Derbyshire workshop. Online sales had slipped after the lockdown boom, and the brand ran almost no paid media. Twist set up the tracking, built the paid programme and reported on it every week.
- Client
- John Sankey, handmade furniture
- Engagement
- 2022–2024
- Role
- Growth lead
- Channels
- Google · Meta · Pinterest
Results · Growth lead · 2022–2023
- Target ROAS
- 10
- reached within 3 months of starting paid media
- January online sales
- +143%
- Jan 2023 against Jan 2022
- Brand search
- No. 1
- in the auction on its own brand terms, Mar 2023
- Paid channels
- 5
- built from a single Smart campaign, Aug 2022 onwards
John Sankey: target ROAS of 10 in 3 months.
The hurdle
Online sales grew in the 2021 lockdowns, then fell back in 2022.
Before Twist, the brand's only paid media was a single Google Smart campaign, live since mid-August 2022. The managing director set Twist a target of 3× monthly revenue.
What we changed
In August and September 2022 Twist audited both of the group's brands, John Sankey and Habbio. They covered analytics, the website and SEO, then email and Google Ads.
Twist set up the tracking first: Google Tag Manager and GA4, UTM tags, and the Merchant Centre link to Google Ads. It then built Google Search, Performance Max and Shopping, and added Meta and Pinterest.
How it ran
From November 2022 to March 2023 Twist wrote 13 weekly reports on analytics, Meta and Google Ads. Each one ended with recommendations.
Twist also briefed the creative for each sale, from Winter Clearance and Quick Delivery in 2022 to the Spring Event and Easter in 2023. Winter Clearance launched on 26 December 2022, and the next weekly report recorded a clear lift in performance.
The outcome
Within 3 months of starting paid media, the account reached its target ROAS of 10. January 2023 online sales were up 143% on January 2022.
By March 2023 the brand was number 1 in the auction on its own brand terms. In February 2023 Twist set out the plan for the next stage, and from 2024 it ran paid media for Habbio, the group's sofa-in-a-box brand.
Learnings
3 things we'd do again.
Win your own name
A maker people search for by name should win that search, and by March 2023 this one did.
Report weekly, act weekly
13 weekly reports in 5 months, each ending in recommendations, kept a small team acting on fresh numbers.
Want results like this?
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