Award Medals | PPC

Ad Impressions (2025 4th quarter)

467k

Ad clicks (2025 4th quarter)

17250

Avg CPC (2025 4th quarter)

0.13

Google Ads ROAS (2025 4th quarter)

4.67

Driving profitable paid growth for a heritage commemorative brand

About The Client

Award Medals are one of the UK’s largest suppliers of military commemorative medals, gifts and memorabilia. With over 38 years of history, AWARD has produced and issued 33 commemorative medals, most in partnership with veteran groups or charities, raising more than £1,000,000 to date through medal sales and related products. While the business has evolved alongside the digital world, it remains rooted in craftsmanship, personal service and long‑standing customer relationships, supported by skilled local makers and a highly knowledgeable customer service team.

The Challenge

Award Medals operate in a highly specialised ecommerce niche where demand is driven by emotion, remembrance and trust rather than impulse buying. Paid search needed to support revenue growth while respecting the brand’s heritage, values and charitable partnerships. The challenge was to ensure paid media spend was focused on profitable, high‑intent demand, avoiding wasted budget on low‑value clicks, while scaling visibility for key commemorative products during critical moments. Transparency, control and commercial efficiency were essential.

Our Google Ads Process

We approached Award Medals’ PPC activity with a clear focus on commercial performance, transparency and respect for the brand’s heritage. Rather than chasing short‑term wins or inflated metrics, our goal was to build a paid search strategy that delivered profitable growth, aligned with AWARD’s charitable partnerships and long‑standing customer trust. Every decision was grounded in data, margins and real customer intent, ensuring paid media worked as a dependable revenue channel rather than a risky expense.

Commercially driven strategy

We began by understanding Award’s product ranges, margins, stock availability and key commemorative lines. This allowed us to prioritise spend on products and searches with genuine commercial value, ensuring campaigns were aligned to profitability rather than volume alone. Paid search strategy was shaped around moments of high intent, where customers were actively looking to purchase, rather than broad awareness activity.

Performance‑focused campaign execution

Campaigns were built and optimised across Google Ads using a disciplined structure that balanced control and scale. Product feeds were continually refined to improve relevance, accuracy and visibility, while bidding strategies and search terms were monitored closely to reduce wasted spend. Optimisation focused on ROAS, revenue efficiency and product‑level performance, ensuring budget flowed to what worked best.

Transparent optimisation & reporting

Ongoing optimisation was supported by clear, honest reporting that focused on outcomes rather than vanity metrics. As a B Corp certified agency, transparency is fundamental to how we work, and AWARD received full visibility into performance, spend and decision‑making. Strategy was reviewed regularly, allowing us to adapt campaigns as demand shifted while maintaining confidence and control over paid media investment.

The Results

Award Medals now benefit from a paid search strategy that supports sustainable ecommerce growth while maintaining full visibility and control over performance. PPC activity delivers qualified traffic, profitable revenue and predictable results, without compromising the brand’s values or long‑standing customer trust. With clear reporting and ongoing optimisation, paid search has become a dependable growth channel that complements AWARD’s heritage, craftsmanship and charitable impact.

Ad Impressions (2025 4th quarter)

467k

Ad clicks (2025 4th quarter)

17250

Avg CPC (2025 4th quarter)

0.13

Google Ads ROAS (2025 4th quarter)

4.67

The service behind the results…

PPC

Fr £800 /m

Drive growth through managed paid per click campaigns that go beyond just the campaign itself, we optimise the campaign, product data, landing pages & much more to deliver sustainable results.

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