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Function18

Unlocking Profit First Growth Through Inventory Aligned Campaign Restructuring

+43%
Increase in Conversions
+124%
Increase in Revenue
+103%
Uplift in ROAS
Premium golf apparel retailer Function18 caters to both amateur and professional golfers, offering high quality apparel, footwear and accessories from leading brands. Known for combining performance, comfort and style, the brand had an established online presence and strong customer base, but needed a more efficient way to scale without sacrificing profitability.

Opportunity

Function18 had built a strong Google Ads foundation with a healthy ROAS, but growth had plateaued. Attempts to scale led to declining profitability, while reducing spend slowed momentum. With new geo targeting in play and cash flow management a priority, they needed a strategy that could break through this ceiling without compromising stability.

Solution

We implemented a “Profit First Scaling Framework” designed to maximise return while supporting Function18’s commercial priorities. This included:

  • Dynamic inventory bidding: Aligning bids with stock levels to ensure ad spend focused on products most likely to generate profitable sales.
  • Category level performance control: Restructuring campaigns to direct budget towards the highest impact product groups.
  • Geo target prioritisation: Refining expansion markets in line with cash flow and demand patterns.

This approach allowed Function18 to grow sales without unnecessary spend, keeping campaigns lean and targeted while unlocking new revenue potential.

Results

More precise targeting reduced wasted clicks by 15.20% and significantly improved conversion efficiency. This led to:

  • +43% increase in conversions
  • +124% increase in revenue
  • +103% uplift in ROAS

These results show that scaling is not always about reaching more people. It is about reaching the right people. By linking media spend directly to commercial realities, Function18 achieved both higher sales and stronger profitability in the same period.

+43%
Increase in Conversions
+124%
Increase in Revenue
+103%
Uplift in ROAS

Testimonial

"We've worked with the Growth team for over 10 years across various marketing channels, primarily focusing on PPC. Their deep technical expertise in the Google search landscape has consistently delivered excellent results. They stay ahead of industry trends and continuously optimise campaigns to maximise ROI. Their dedication, innovative strategies, and personalised service make them an invaluable partner for our long-term success."

— Ben Slaven, Director at Function18