The black stuff is an Irish based brand that creates handmade soap which smells amazing and is kind to your skin. They came to us, as many brands do, spending thousands of dollars per day on meta… yet NOTHING on Google.

As you’ll see in this case study, paid search is incredibly quick and profitable to scale when you’re running a lot of paid social. However, it was our strategy involving YouTube and standard shopping campaigns that allowed us to get from €0 to nearly €50k/m in revenue in just a matter of months. Keep in mind as well that this brand has a huge returning customer rate, meaning that the LTV of the customers we’re getting for them reaches well above €50k/m. This was our first month with them, things were slow and expensive at first:

To achieve the best possible results, we leaned into using the creative they were utilising for Meta. We launched YouTube shorts and discovery campaigns to really get the product out there and capture top of funnel traffic. Most importantly, we launched non branded search and standard shopping campaigns to capitalise on the existing intent coming in from meta.

Think about it, when someone sees your ad on social platforms, but doesn’t buy right away… where’s the next place they go to search you back up? Google. So if you’re not advertising on paid search, then your competitors are going to lap all of that high-intent traffic right up.

Although December was slow, by January ROAS had shot up to a 6x! We took them from €0 to €37k in just one month.

Not long after that we had broken above the €40k mark in February.

​Things are extremely profitable for this client, so we’re going to continue to aggressively scale, with the goal of getting them to €100k/m in paid search revenue very soon.

This case study demonstrates the power of combining paid social with strategic paid search campaigns. By leveraging existing social media efforts and understanding user behaviour, we transformed "The Black Stuff" from zero to nearly €50k in monthly revenue within months. Their incredible customer retention further amplifies the impact, exceeding €50k in lifetime value.

​This is just the beginning. With ongoing optimization and a focus on scaling, reaching €100k in monthly paid search revenue is well within reach, solidifying "The Black Stuff" as a leader in the online handmade soap market. This case serves as a powerful testament to the effectiveness of a comprehensive digital marketing approach, where each component strengthens and amplifies the others.