Turning Challenges into Opportunities:

Elesi’s Paid Advertising Transformation

Elesi is a U.K.-based lighting brand, focused on providing efficient and safe lighting solutions. They are ranked as the #3 electrical supply company.

Their commitment ensures that every product they offer is visually appealing, durable, and tested to meet the highest industry standards. Being primarily an online business, Elesi relies heavily on paid advertising as their main driver of revenue.

Key Results

£53K

Ad Spend

£203K

Revenue Generated

9.3x

Overall MER

Google Ads

RoAS Improvement

The Beginnings

We started our partnership with Elesi in October 2023. Their primary goal was to improve their ROAS (Return on Ad Spend) to achieve better returns on their ad spend and gain clearer insights into product performance and customer behavior.

When we stepped in and audited the account, we immediately identified several gaps: Elesi was leaving money on the table. We began by optimizing their existing Google campaigns and launched new ones focused on high-performing ‘hero’ products, which helped improve stock management and sales forecasting.

We also implemented Product Hero, a product labeler software for Google Ads that categorizes products based on performance. By labeling top-performing products as ‘heroes’ and underperformers as ‘villains’, we were able to allocate budget more effectively. This, combined with daily optimizations, led to a significant improvement in campaign results.

Our Strategy

To increase revenue while remaining profitable, we knew we focused on the variables with the highest impact:

  • High-converting campaign structure Google

  • Product segmentation and budget allocation based on Product Hero's recommendation

  • Leveraging monthly promos through our dedicated Google strategy

Final Words

With the help of our data-driven marketing strategy, we were able to achieve our goals. In just three months, Elesi saw a significant improvement in year-over-year performance (October and November 2023 vs. 2022): 22% reduction in ad spend, 41% increase in ad revenue, and an MER increase from 6.5 to 9.3, a 29% year-over-year lift.

It goes to show that even established brands can see big improvements when paid advertising is taken seriously and used strategically. Too often, it’s an underused channel with a lot of untapped potential.

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