The challenge with this account was clear: too much revenue was coming from too few products.
Before working with Shoptimised, One Stop for Safety was heavily reliant on a very small number of products to drive performance through Google Shopping. Just 1% of products generated 100% of revenue, while 84% had no clicks at all. We also found that 55% of budget was being spent on products that did not convert.
That left the account over-reliant on a tiny portion of the catalogue, with too much spend going towards products that were not delivering a return.
After joining us in July 2024, One Stop for Safety launched on Incremental Sales, designed to drive revenue from products that were not getting clicks or not converting, without cannibalising what was already working.
The results were significant:
The most important shift was not just higher revenue. It was that far more products started contributing to sales.
That matters because when an account depends too heavily on a tiny number of products, growth becomes harder to sustain. Getting more of the catalogue contributing gives retailers a stronger base to grow from and reduces the pressure on the same products to keep carrying performance.
As Adam, Performance Manager at Shoptimised, puts it:
“What stood out here was how quickly more of the catalogue started pulling its weight. Once the account was not relying so heavily on the same small group of products, growth became much easier to scale.”
For retailers running Google Shopping, this is often where the next stage of growth sits. If too much revenue is coming from too few products, there is usually more value sitting in the wider catalogue than the headline numbers suggest.
