Results

Building Consistent PPC Growth

TL:DR

A solid Performance Max foundation was in place, but the account lacked the structure needed to scale
Ayko rebuilt the campaign architecture using existing data signals, adding dedicated Search campaigns and product-level budget activation
Seasonal and persona-led creative was introduced to capture spring cleaning demand at the right moment
Restructuring the account delivered significant revenue growth and stronger returns, without sacrificing efficiency
Building the right structure, rather than simply increasing spend, is what drives sustainable PPC growth

Foreword

Direct Vacuums is a UK-based ecommerce retailer and the country's largest refurbishment company, selling new and manufacturer-refurbished home appliances across vacuums, kitchen appliances, and home and garden products from leading brands including Vax, Hoover, Numatic and AEG.

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As a long-standing performance partner, Ayko has supported Direct Vacuums across paid media activity, helping the brand drive revenue growth while maintaining efficient returns. Heading into 2026, the focus shifted from delivering strong individual campaign results to building a more consistent, scalable paid media structure capable of sustaining performance as overall spend increased.

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The challenge was clear: how do you scale spend without allowing efficiency to drop?

A Foundation Without Room to Scale

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Direct Vacuums already had a solid Performance Max foundation in place, but the account lacked the structural depth needed to support sustained growth at scale. There was an over-reliance on a single campaign type, and the team recognised the need for a more layered, intent-led approach that could capture demand across different stages of the customer journey.

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Performance Max was generating valuable data, particularly around high-performing search categories, but those insights were not yet being acted upon through dedicated Search campaigns. At the same time, product-level sales data highlighted strong momentum behind specific lines, including the Henry Quick cordless range, pointing to clear opportunities to concentrate spend more deliberately.

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This created a well-defined brief for Ayko's Paid Media team; use the account's existing performance data to build a stronger campaign structure, and direct budget towards the products and audiences most likely to convert.

An Open Window in a Competitive Space

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Early 2026 presented the right conditions to make this shift. CPCs within the vacuum and home appliance space remained competitive, giving the team room to scale spend while maintaining efficiency and a strong return on investment.

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There was also an opportunity to improve creative relevance at the right moment in the calendar. Spring cleaning is a natural demand driver for the category, but this seasonal intent was not being reflected in the account's creative assets. By pairing seasonal messaging with persona-led ad copy, campaigns could be made to feel more directly relevant to what customers were already thinking about.

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The strategy was not simply to increase budget. It was to build a stronger foundation that would allow growth to compound over time.

Structure Before Spend

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Ayko's Paid Media team developed a more granular campaign structure, using Performance Max data to identify where new activity should be launched and where spend should be concentrated for the strongest return. Work began with a refresh of Performance Max creative assets, introducing seasonal messaging aligned to spring cleaning demand alongside persona-driven ad copy that spoke more directly to customer intent. Alongside this, a dedicated new customer acquisition Performance Max campaign was launched, creating a more focused route for bringing new buyers into the account.

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On the Search side, Ayko introduced a targeted campaign for vacuums built around exact match keywords identified through high-intent search category data already surfacing within Performance Max. Rather than building this campaign from scratch, the team used existing account signals to inform keyword selection from day one, shortening the path to meaningful performance. Product-level spend was also activated behind proven performers. The Henry Quick cordless range, already showing strong sales momentum, became a priority for budget allocation, allowing the account to lean into lines with demonstrated commercial pull.

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The most significant impact came from combining automation with more deliberate account architecture. Performance Max continued to play an important role, but it was no longer carrying the full weight of the growth strategy. Search campaigns added greater control over high-intent demand, while product-led budget decisions helped direct spend where return signals were clearest. Core structural changes were implemented from February, with the new customer acquisition Performance Max campaign live by late February. By April, the results were already clearly visible.

The Results

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Within approximately 10 to 12 weeks of the key structural changes being implemented, Direct Vacuums achieved a 47% increase in revenue year to date in 2026. The new customer acquisition Performance Max campaign delivered a standout result in its own right, achieving a ROAS of 15.58 by April, despite having only launched in late February.

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These results demonstrated that the account could scale without sacrificing efficiency. More importantly, they validated the move towards a more granular campaign structure, giving the team a clear and repeatable framework for future growth.

Growth Follows Structure, Not Budget

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For Direct Vacuums, the next phase of PPC growth was not about adding more spend into the same structure. It was about building the right structure for scale. By combining persona-led creative, data-informed campaign architecture and product-level activation, Ayko created a compounding effect across the account. Performance Max insights shaped Search activity, product data informed budget decisions, and seasonal messaging improved creative relevance at exactly the right moment in the calendar.

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This work demonstrates the value of PPC management that goes beyond day-to-day optimisation. By extracting strategic insight from existing campaign data, moving quickly on product-level opportunities, and balancing spend growth with efficiency, Ayko helped Direct Vacuums build a paid media foundation designed for sustained, consistent growth.

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Further creative testing, deeper product-level campaign coverage and additional seasonal activations are now planned across the wider catalogue, giving Direct Vacuums a clear path to continue building momentum through the rest of 2026.

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Want to drive revenue growth while maintaining efficient returns?

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Speak to our Paid Media team today to discover how we can help your brand build the right structure for scale.

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