Forwrd
VEYNOU • Case Study • Google Ads

Revenue up 146% — from 6 figures to 7 figures. ROAS up 40%.

A fragmented, inefficient account transformed into a structured growth engine — scaling faster and more efficiently than before.

VEYNOU

The numbers

The account didn't just scale — it scaled more efficiently. Revenue more than doubled while ROAS improved and cost per conversion fell.

0% Overall revenue growth — from 6 figures to 7 figures
0% Incremental generic revenue growth
0% improvement in ROAS

About Veynou

Veynou is a German sustainable fine jewelry brand handcrafting pieces with lab-grown diamonds and 100% recycled gold from certified German gold refineries. Every ring, necklace, and bracelet is made by hand in their manufactory in Pforzheim — Germany's historic gold town — combining luxurious design with a genuinely ethical supply chain. In a category dominated by traditional mining, Veynou is building a new standard for what fine jewelry can stand for.

Core account truth

Structure before scale.

The single most impactful change in this account wasn't a bidding adjustment or a creative refresh, it was reducing complexity. Consolidating campaigns, cleaning the product feed and giving the algorithm fewer but better signals unlocked performance that was already latent in the account.

How we helped Veynou grow

We approached the restructure in four phases, each designed to build on the last.

The story

Veynou had been working with a Google Ads agency before coming to us. On paper, the account was active. In practice, it had the hallmarks of a brand that had grown by addition rather than strategy: too many campaigns, too little structure, and budget spread thin across legacy formats that were no longer earning their place.

The previous agency had built complexity without building performance. The algorithm was starved of clean learning signals, spend was allocated inefficiently and the account as a whole was difficult to read, let alone scale.

Veynou wanted more and knew their account wasn't delivering what it should. They came to us for a fresh start. The mandate was clear: take over, restructure, and scale. Not just grow revenue, but grow it more efficiently than before. What followed was a full account overhaul that took Veynou from 6-figure to 7-figure annual revenue while simultaneously improving ROAS by 40%.

The challenge

Taking over an account from another agency always starts with an audit. What we found at Veynou was a classic case of accumulated complexity: legacy PLA and Display campaigns that were never properly streamlined, fragmented structures splitting budget across too many low-volume campaigns, reliance on a Google Analytics conversion event for optimisation and a product feed that hadn't been optimised to give Shopping and Performance Max the clean data they need to perform well.

The consequence was predictable. With too many small campaigns running in parallel, the algorithm couldn't gather enough conversion data in any single campaign to learn and optimize effectively. The budget was diluted. The signals were noisy. And the account, despite being technically active, was operating well below its potential.

For a high-consideration product like fine diamond jewelry, this matters more than in most categories. A customer researching a lab-grown diamond engagement ring may visit multiple times across weeks before converting. That journey requires a structured account that can capture demand at every stage — from initial discovery through to final purchase — without leaking budget into campaigns that add noise rather than signal. The inherited account wasn't built for that. We rebuilt it from the ground up.

The takeover

When we took over the account, ROAS was functional but nowhere near the ceiling for a brand with Veynou's product quality and market positioning. The previous agency had maintained the account; they hadn't transformed it.

Our first action was to stop adding and start removing. Before launching a single new campaign, we audited every active campaign, every budget allocation and every conversion signal in the account. The goal wasn't to preserve what existed, it was to understand what was worth keeping, what needed rebuilding and what needed to go entirely.

That audit formed the blueprint for everything that followed.

1. Shopping-first restructure

Shopping and Performance Max became the foundation of the account. We consolidated product data to improve machine learning signals, cleaned up the product feed and reallocated budget toward the highest-performing product groups. This gave the algorithm what it needed to perform: clean data, clear goals, and sufficient volume in each campaign to learn from.

2. Campaign consolidation

Legacy campaigns that were consuming budget without driving proportionate results were paused or removed. We reduced the total number of active campaigns significantly — deliberately accepting less coverage in the short term in exchange for stronger signals and more efficient spend in the accounts that remained.

Simplification is often the most impactful optimization in an over-fragmented account.

Search expansion, audience insight and growth animation

3. Scalable search expansion

With a cleaner foundation in place, we introduced generic search and DSA campaigns to capture broader demand, buyers in the market for sustainable fine jewelry who hadn't yet encountered Veynou. Keyword coverage was expanded systematically to unlock new traffic pools without sacrificing efficiency, giving the account new surface area to grow from.

4. Upper-funnel testing

To support long-term growth and build brand awareness beyond direct-response channels, we launched Demand Gen, YouTube, and Display campaigns to reach new audiences earlier in their consideration journey. These channels weren't expected to drive immediate ROAS, they were built to widen the funnel and create downstream benefits for the high-intent campaigns at the bottom.

The results

Comparing Jan 2025–Mar 2026 against the equivalent prior period:

MetricAfter restructureChange
Revenue7-figure annual revenue+146% vs prior period
ConversionsMore than doubled+121%
ROASSignificantly higher+40%
Cost per conversionLower-21%
ClicksHigher+51%
ImpressionsHigher+37%

The account didn't just scale — it scaled more efficiently. Revenue more than doubled while ROAS improved and cost per conversion fell. That combination, more volume at better economics, is the sign of a structural improvement, not just higher spend.

Channel performance

Jan 2025–Mar 2026

ChannelSpend (Jan 25–Mar 26)ROAS
Google Brand SearchHighest efficiency30x+ ROAS
Google Generic SearchLargest volume channel3x+ ROAS
Google PMaxSupporting channelPositive ROAS
MetaSignificant spendBelow breakeven ROAS
InfluencerSmall scale testPositive ROAS
YouTube / DisplayEarly stageTesting phase

The contrast between Google and Meta is stark. Google Generic Search was the dominant revenue driver, a direct result of the search expansion work, delivering a strong positive ROAS at significant scale. Meta, by contrast, was the account's largest single cost centre relative to return, spending well above breakeven without the returns to justify it. For a high-consideration, high-intent product like fine diamond jewelry, search captures buyers who are ready. Social reaches people who aren't yet looking and for Veynou's current stage, the data is clear on where the returns are.

Brand search deserves a special mention. It is the most efficient channel in the account by a wide margin a direct reflection of growing brand equity. As Veynou's awareness builds through upper-funnel and organic activity, this channel will only compound further.

Key learnings

Structure before scale.

The single most impactful change in this account wasn't a bidding adjustment or a creative refresh, it was reducing complexity. Consolidating campaigns, cleaning the product feed and giving the algorithm fewer but better signals unlocked performance that was already latent in the account.

Channel fit matters more than channel coverage.

Meta's sub-breakeven ROAS versus Google Search's strong positive return isn't a verdict on Meta as a channel universally, it's a verdict on Meta for a high-consideration, high-ticket product where intent is the primary driver of conversion. Running every channel because it exists is not a strategy. Allocating budget toward channels that match the buyer's journey is.

Upper-funnel investment is a long-term asset.

YouTube and Demand Gen campaigns were launched as tests, not expected to drive immediate ROAS. Their role is to build awareness and familiarity that shows up in Brand search volume and direct conversions months later. Measuring them against the same ROAS benchmark as Brand search misses the point entirely.

Sustainable differentiation is a search advantage.

Buyers searching for lab-grown diamonds, ethical engagement rings, or recycled gold jewelry are highly motivated and conversion-ready. Veynou's product proposition maps almost perfectly onto the search queries that matter — and the strong Generic Search ROAS reflects that alignment directly.

The result

Revenue up 146%. Conversions up 121%. ROAS up 40%. Cost per conversion down 21%.

A fragmented, inefficient account transformed into a structured growth engine — scaling faster and more efficiently than before, with a clear channel hierarchy that puts the budget where it earns the most.

For a premium sustainable jewelry brand at the growth stage, this is what it looks like to align paid media strategy with the way high-consideration buyers actually shop. Structure, intent, and patience — not just spend.

Yann Durand
Ask me about a free audit

Meet Yann Durand

Co-founder of Forwrd. Google Ads, YouTube Ads and performance marketing specialist.

Hi, I'm Yann. I've spent the last 10+ years living and breathing Google Ads, YouTube and performance marketing — and honestly, I still love it.

I started out at a leading global agency in the UK after a first-class master's in digital marketing. Then I moved to the Netherlands to run Google Ads for Bestseller on brands like Jack & Jones, Vero Moda and Only, spending millions across 16 brands and 15 markets simultaneously.

The chapter that really changed things was Vienna. At waterdrop, I took non-brand Google Ads from €200k to €6M in revenue. That experience became the backbone of a system for D2C brands trying to scale with Search, Shopping and YouTube Ads.

After seeing the bad shape of most Google Ads accounts out there, I built Forwrd to go after the untapped potential most agencies leave behind. Where agencies stay on the surface, we go after the moves that actually shift revenue.

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If your growth problem is not just volume but quality, the answer is usually not more spend. It is a better structure, better signals, and better creative strategy.

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