Hobby Maker - PPC Revenue
Services provided: Strategy, Paid Media, PPC and Optimisation
Brief.
HobbyMaker partnered with SHC to strengthen its PPC activity s as a key growth channel, with a particular emphasis on new customer acquisition. As a brand combining ecommerce with a live TV action model, the relationship focused on building a strategy that could efficiently scale revenue while keeping the brand competitive in a busy and price-sensitive crafting market.
What We Did.
SHC implemented a prioritised and performance-led PPC strategy, designed to focus investment where it would drive the greatest impact.
Performance-led prioritisation:
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Analysed product-level performance to identify high-demand and high-value opportunities
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Shifted budget towards core crafting ranges and premium products, such as machines
Performance Max with strategic weighting:
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Used Performance Max to maintain full catalogue visibility
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Structured campaigns to prioritise key categories, ensuring budget flowed to the most profitable areas
Enhanced control through Shopping:
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Introduced standard Shopping campaigns for high-volume and revenue-driving products
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Improved control over spend and query performance, increasing overall efficiency
Search simplification & competitor conquesting:
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Streamlined Search to focus on brand protection and competitor targeting
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Capitalised on a competitor exiting the market, capturing displaced demand and driving new customer growth
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Maintained strong visibility in a competitive SERP environment, particularly around brand terms
Supporting wider channels:
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Ensured paid activity supported the live teleshopping channel, maintaining visibility during key moments
Driving incremental demand:
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Launched YouTube Demand Generation campaigns to reach new audiences
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Gradually scaled budgets in line with performance, building a sustainable acquisition funnel
This approach balanced scale with control, ensuring spend was concentrated where it would deliver the strongest returns
Results.
The strategy delivered significant improvements across revenue, efficiency, and acquisition:
Performance & growth:
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ROAS increased by 175% YoY
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Revenue grew by 186% YoY
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Achieved this alongside a 22% increase in spend, demonstrating strong efficiency gains
Customer acquisition:
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New customers increased by 912% YoY, highlighting the success of the acquisition strategy
Impact of Demand Generation:
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New customers increased by 30% from Q3 to Q4
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ROAS improved by 18% over the same period
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Revenue increased by 19%, showing continued momentum