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Seven months, every one of them profitable
SKATE WAREHOUSE · META + GOOGLE

Seven months, every one of them profitable

A UK skate shop with a brand people already loved, and an ad account that was not keeping up with it. Here is what changed, and where it goes next.
+53%
MORE EFFICIENT, YEAR ON YEAR
average across February to May, against the same months a year earlier
+33%
SALES GROWTH IN MAY
against May last year, on only 7% more spend
7months
PROFITABLE, EVERY ONE
January to July 2026, across everything running on the account
WHERE THEY WERE

Skate Warehouse had the hard part solved already. A strong brand, good stock, and customers who genuinely liked them. What they did not have was an ad account working as hard as the shop was.

The same adverts had been running long enough that people had stopped noticing them. The results the account did produce were leaning on the strength of the brand rather than on anything the advertising was doing.

WHAT WE CHANGED

We rebuilt the account on a simple two part structure. One layer whose job is to introduce the shop to people who have never heard of it, and another layer to follow up with the people who have already been on the site and not yet purchased.

Then we consolidated the budget behind the campaigns that had actually earned it, so that every pound spent had a job. After that it became a matter of running the same discipline, month after month.

HOW WE RUN IT
01
Fresh creative, on a schedule
We brought a videographer in and built a proper content pipeline, so new footage arrives before the current adverts wear out rather than after.
02
Kill rules, applied honestly
In June the everyday prospecting campaign stopped paying its way, so we switched it off mid month rather than let it drift. That is the whole discipline in one decision.
03
Scaling in steps
Budget moves up behind proven winners in increments of roughly 20%, never doubled. Doubling resets everything the platform has learned.
04
Both channels, judged separately
Google catches people who are already looking. Meta creates the demand in the first place. Each is measured on its own terms rather than blended into one number that hides the truth.
WHAT IT PRODUCED

Every month from January to July 2026 was profitable, without exception. In each month from February through May, the account returned more for every pound invested than it had in the same month a year earlier, by between 24% and 68%.

March was the most efficient month of the year so far. April was the biggest for sales, and retargeting earned more than three times the click rate of the campaign introducing the shop to new people, on under a fifth of the budget.

WHERE THEY ARE NOW

The account is dependable. That was the job, and it is done.

The interesting question now is what is holding back the next stage of growth, and the honest answer is content rather than budget. Meta is the only part of the account genuinely reaching people who have never heard of the shop, and it has been doing that on under a quarter of the total budget and a short list of adverts, one of which was absorbing nearly half the spend on its own.

So the plan for the rest of the year is to open the top of the funnel up, feed it a steadier flow of new content, and let Google keep doing what it does best, which is finishing the job for the people who are already looking.

IN THEIR WORDS
JO GURNEY — We've used Alex at SLAC Marketing to run our paid advertising for a while now and he's been excellent. He handles our Google and Meta campaigns and takes the time to actually understand the business rather than just the platforms. He knows our products and our customers, which makes a real difference. He's straight with us about what's working and what isn't, and he'll tell us to cut spend when it isn't earning its keep, which not many people in this line of work will do. Communication is quick and clear, and the numbers back it up. I'm very happy to recommend SLAC to anyone who wants their ad spend taken seriously rather than just spent.
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