62% increase in revenue and 120% increase in ROI within 4 months

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Dont Buy Her Flowers


At Don’t Buy Her Flowers, thoughtful gifting is key, with their range of bespoke gift packages the physical manifestation of sending a reassuring hug.

Needed more than ever during a year of COVID-19 pandemic, their sales from paid media campaigns had already seen significant growth with more people shopping online. This success meant more media spend was available, but the challenge was how to sustain this growth in a competitive digital market and as the high street reopened. The goal – to drive continued increased revenue, ROI and conversion rates. Fox&Bear was brought on board to address this through PPC campaigns.

Our strategy has included a full-funnel approach to ensure Don’t Buy Her Flowers is present at each stage of the decision-making process in selecting thoughtful gifts – brand awareness had already increased but we wanted to build out campaigns for other key gifting occasions and focus on smart bidding strategies such as target ROAS to increase ROI.

  • Client

    Dont Buy Her Flowers

  • Industry


Project details

Google Ads audit

Google Ads audit

  • One

    Google Ads audit

    A full audit of the Google Ads account to optimise existing campaigns and drive more efficiency of spend.

  • Two

    New campaigns

    Building out the account with new campaigns for other gifting opportunities, including Thank You gifts, Kids and Corporate gifting.

  • Three

    Google’s Affinity and In-Market audiences

    Using Google’s Affinity and In-Market audiences to target shoppers with higher intent to purchase.

  • Four

    Shopping, remarketing and display campaigns

    Developing shopping, remarketing and display campaigns for brand awareness and re-engaging non-converters.

  • ROAS model

    Moving to a ROAS model, with campaigns optimised to drive return on investment for ad spend, rather than setting specific budgets (though a maximum budget was defined).

The outcome

Our approach, and specifically shifting to the ROAS model strategy, resulted in a 62% increase in direct revenue from PPC campaigns by month four, with ROI increasing 120%. Acknowledging the role paid media has for Don’t Buy Her Flowers in helping to convert customers via other channels, the total ROI (including assisted revenue from paid search) also increased by 115% in the same period.

We are continuing to help Don’t Buy Her Flowers build on this success for the remainder of 2020 and beyond.


  • Heatmap analysis
  • CRO workshop
  • Regular AB testing
  • AB test analysis
  • Final recommendations
  • Implementation support