PPC Success Stories
Five Years of Profitable PPC Growth for The IT Bay
The IT Bay first partnered with PPC Geeks in 2021, looking for a more commercially focused approach to paid search. Strong early gains established a reliable foundation for long-term growth.
As the account matured, the challenge shifted from generating more revenue to generating the right revenue. With thousands of technology products carrying very different margins, headline sales figures alone could not show which campaigns were creating the strongest commercial return.
Five years on, the strategy is built around profit-on-ad-spend, product margins and Performance Max. Budgets are directed towards the products and campaign areas most likely to deliver sustainable, profitable growth.
“We set really strict profit goals for online sales and PPC Geeks have been instrumental in allowing us to meet those goals.”
“The PPC Geeks team have been methodical and data-driven in their approach, seeking to incrementally increase sales in a sustainable and cost-effective manner.”
The Challenge
For The IT Bay, revenue alone did not tell the whole story. Thousands of products across laptops, servers, storage, networking and peripherals all carried different margins and commercial priorities.
The account needed a clearer way to connect advertising decisions with profitability, so budget could move towards the products creating the strongest business return.
The challenge was to keep growing sales while protecting margin, controlling acquisition costs and ensuring that automation was guided by genuine commercial value.
The Impact
Profit on ad spend became a core measure alongside traditional PPC metrics, giving the team a clearer view of real campaign value.
Products were segmented into higher-, medium- and lower-margin groups, allowing bids and budgets to reflect their commercial potential.
Performance Max became the primary growth channel, supported by ongoing creative, image and promotional testing.
The Outcome
The partnership has now delivered more than five years of continuous PPC management, with the account evolving as The IT Bay’s priorities have changed.
Budgets are allocated by commercial value, while product-margin groups are managed independently to protect profitability.
This disciplined, profit-led approach creates a scalable foundation for long-term growth without losing sight of acquisition efficiency.
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The Brief:
The IT Bay asked PPC Geeks to build on the strong results achieved since 2021 and make profitability the centre of every advertising decision. With a large catalogue and wide variation in product margins, the brief was to go beyond revenue and ROAS, using profit-on-ad-spend and margin data to identify the products and campaigns creating the strongest commercial return. The account needed to remain scalable, efficient and adaptable as Google Ads automation continued to evolve.
Short-Term Results:
Within the initial six months, The IT Bay achieved a 65% increase in revenue while improving efficiency across the account.
65%
INCREASE IN REVENUE
52%
INCREASE IN ROAS
Long-Term Results:
Conversions increased by 82% during the same initial six-month period, showing that stronger efficiency was accompanied by meaningful growth.
Over the longer term, profit-led bidding, product-margin segmentation and Performance Max have helped The IT Bay sustain a commercially focused approach to growth.
How We Did It:
Introduced profit on ad spend alongside traditional metrics so decisions reflected real commercial return.
Separated higher-, medium- and lower-margin products so bids and budgets could be managed by commercial value.
Made Performance Max the primary growth channel, supported by ongoing creative, image and promotional testing.
About The IT Bay
The IT Bay is a UK online technology retailer serving consumers and businesses from the Manchester area. Its range includes laptops, PCs, tablets, monitors, servers, storage, networking equipment and peripherals.
The company works with leading technology brands including Dell, HP, Lenovo and Microsoft, helping customers find dependable solutions across a broad and fast-moving product catalogue.
Backed by more than 25 years of industry experience, The IT Bay combines specialist product knowledge with a strong commitment to value, service and reliable delivery.
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Quotes from
The IT Bay
“We set really strict profit goals for online sales and PPC Geeks have been instrumental in allowing us to meet those goals.”
“The PPC Geeks team have been methodical and data-driven in their approach, seeking to incrementally increase sales in a sustainable and cost-effective manner.” — Albie Attias, Managing Director
Quotes from
PPC Geeks
“One of the biggest advantages of working with a client over a number of years is the depth of understanding you build around the account and the business behind it. The IT Bay account today is very different from the one we originally took on. We have continually adapted the structure based on what we have learnt about their products, margins and the campaign types that perform most effectively.”
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