PPC for Engraving and Personalisation Company | Case Study

Engrave It Online

Engrave It Online are an eCommerce business based in our hometown of Bristol that focus on engraving and personalisation. They stock 887 products ranging from keychains and jewellery to trophies and awards.

Working alongside DNRG’s PPC team, they are now experiencing their highest ever Return On Investment!

Engrave It Online Case Study Data


The team at Engrave It Online came to us after feeling frustrated by the steady decline in momentum from their previous agency, with a Return On Ad Spend of ~400%.

They set us the challenge of bringing their ROAS above 500% in the first three months of onboarding. On gaining access to the Google Merchant Centre we encountered +10% of products with disapprovals or warnings which we quickly realised would limit their visibility on the Google market.

Read below to find out how we managed to smash through our target and get their ROAS soaring again.


To begin with, it was necessary to conduct a large ‘spring clean’, working through their feed to limit the warnings and disapprovals for Google. We dealt directly with the feed plugin on the website to eradicate any issues at the source whilst also creating a series of supplementary feeds to overwrite the primary feed data (because, hey, not every website is built to honour Google Shopping’s ideal content, quality standards and labelling).

Once we had a nice and tidy house (feed), we then started the “real” work in the Google Ads account; how could we get the best performance from the product feed? 

The structure of the account when we first onboarded was to break down the products by price point (i.e. under < £7.50 retail price vs. +£7.50 retail price). We flagged to the client that we wanted to take this a step further, 

Let’s not work to a price point… Let’s work to margin. From what products does your business make the best Net Profit? 

Building out a “high margin” campaign, we’re able to ring-fence and push more Ads spend through this product set. 

We set the Target ROAS on the Smart Bidding slightly lower in order to achieve more sales (because remember; Engrave It Online makes more money from the sale!). We’ve incorporated the business strategy into the Google Ads strategy; moving away from a one-dimensional approach in applying Return On Ad Spend targets based on the Google Ads/Merchant Centre alone.


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ROAS achieved

since onboarding

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improvement on



improvement in

conversion rates


‘Working with DNRG has been an absolute breath of fresh air. We have used many PPC companies before that promise the world and without any real success.

Thanks to DNRG and particularly Emily’s attention to detail, commitment to keep improving our campaigns and continued knowledgeable advice, we are now experiencing an all-time high Return On Investment.

We would highly recommend DNRG.’

– Oliver Pring (Development Manager @ Engrave It Online)

delivered by

Emily Walton Headshot

Emily Walton

Head of Paid Media

Emily came into the digital marketing sphere having been mesmerised by the application of data in the digital world. Specialising in performance marketing which she refers to as “glorified data analytics”, Emily manages the Paid Media team as well as a portfolio of accounts at DNRG.

Known for her ferocious approach in generating ROI for our clients, her straightforward mindset gives you absolute clarity on what’s working for your business and what is not.

kind words.

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