Performance marketing case study
87% revenue growth for Heta's ecommerce with just a 9% increase in ad spend
Smart scaling instead of spend scaling, more value per visit, not just more traffic.
Growth in ecommerce is usually associated with rising advertising costs. At Risely, we focus on efficiency, not just bigger budgets.
Our partnership with Heta didn't begin in 2025. After building a strong performance foundation and steady growth the year before, we entered 2025 with a clear objective: unlock the next stage of scalable revenue while keeping strict control over spend.
Google Ads performance, year over year
01
The objective
Scale revenue aggressively while avoiding the classic scaling pitfalls: spend growing faster than revenue, low-intent traffic, cannibalized organic performance, and short-term spikes instead of sustainable growth.
02The challenge
Scaling without the usual trade-offs
Instead of chasing traffic volume, the task was to maximize the value of every visit and build on the momentum already in place, unlocking stronger performance without relying on aggressive budget expansion.
03The strategy
Smart scaling, not spend scaling
Performance Max optimization: refined audience signals, asset groups and conversion inputs pushed machine learning toward higher-intent users, better efficiency without sacrificing scale.
Display for demand generation: selective display campaigns expanded reach and primed users before search, lifting branded and high-intent queries over time.
Ad messaging refinement: continuous testing focused on intent alignment, filtering out low-quality clicks while improving conversion rates.
Quality-led growth: growth driven by traffic quality, not volume, letting revenue significantly outpace session growth.
Organic alignment: paid strategy aligned with SEO to expand total demand, not compete for it, paid media as a multiplier, not just a conversion channel.
From the campaign
04The results
Revenue grew dramatically faster than traffic
Year-over-year Google Ads data shows a clear pattern: revenue +87.65%, purchases +19.6%, sessions +7.44%, ad spend +9.44%, ROAS +42%.
That gap between spend, traffic and revenue is what smart scaling should achieve: more value per visit, higher purchase intent, stronger conversion efficiency, not just more traffic.
05
Paid didn't cannibalize organic, it expanded demand
While Google Ads scaled, organic performance accelerated too: organic revenue +74.32%, purchases +14.34%, organic sessions +18.57%.
Paid campaigns did not pull conversions away from organic search. The mix of Performance Max and awareness activity expanded brand visibility and brought more high-intent users into the market, growing the entire demand pool.
06The takeaway
Smart scaling isn't about how much you spend, it's about how intelligently you invest. 87% revenue growth. 9% spend increase. One system that scaled together.
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