REFY

The Challenge

REFY Beauty approached Vagabond with ambitious PPC growth goals but faced significant hurdles in achieving them. Their global accounts had become complex and difficult to scale, with the existing structure holding back both revenue growth and campaign optimisation. Managing a large number of SKUs made it challenging to align products effectively, and the process of restructuring their accounts was proving to be time-intensive, tripling the anticipated implementation timeline.

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REFY needed a partner who could not only bring fresh strategy and new hypotheses for testing across multiple regions but also manage the scale of their accounts with clarity and precision. The challenge was clear: streamline the account structure, unlock revenue growth, and deliver measurable progress without disrupting ongoing performance.

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Our Solution

Step 1: Full Market Audit & Discovery

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We conducted an in-depth audit of REFY’s priority markets (UK, US, EU, and ROW/ME) using Google Ads, Merchant Centre, and third-party analytics tools. This revealed visibility gaps, cannibalisation issues, and campaign inefficiencies across product lines. These insights set the foundation for restructuring REFY’s accounts and aligning them with revenue growth goals.

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Step 2: Segmentation & Campaign Restructure

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We rebuilt REFY’s PPC structure around product performance tiers (high, medium, low), ensuring budgets and bids aligned with true revenue drivers and margin priorities. This included supplemental feed segmentation, category-level campaign control, and precise product grouping. The tiered setup allowed us to eliminate wasted spend, prevent cannibalisation, and direct investment toward high-performing SKUs.

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Step 3: Strategic Roadmap & Testing Framework

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A 6-month PPC roadmap was developed, aligned with new product launches and seasonal moments. Alongside this, we implemented structured testing cycles for hooks, ad formats, and creative angles, giving REFY both a long-term growth path and the flexibility to adapt to spikes in demand. Seasonal roadmapping ensured REFY’s campaigns were visible during peak buying periods, while new launches were supported by ring-fenced Performance Max campaigns with dedicated regional budgets.

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Step 4: Creative Alignment & Rollout

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To connect creative and performance, we designed a 3-month creative calendar that coordinated asset production (video, static, UGC) with PPC initiatives. Each campaign phase had clear deliverables, testing schedules, and ownership, ensuring creative assets directly supported segmentation and launch priorities. By aligning production with paid strategy, we ensured assets were optimised for both visibility and testing, allowing us to identify and scale the top-performing creative quickly.

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Step 5: Continuous Optimisation & Innovation

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We implemented a quarterly review process to reassess feed builds, product grouping, and campaign performance. Regular optimisation cycles fed learnings back into budget management and segmentation, keeping REFY’s PPC agile and effective. Key innovations included isolating launch budgets to stop evergreen products from cannibalising spend, dynamic roadmap execution that balanced long-term direction with agile sprints, and a performance-tier approach that considered both profitability and visibility.

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Results

REFY’s PPC campaigns delivered exceptional results during August, significantly outperforming set targets. Revenue increased by 44% and ROAS increased by 54%, with campaigns generating far more return than projected.

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This performance highlights the effectiveness of the segmentation strategy, feed restructuring, and launch-focused campaigns. Delivering such strong revenue growth demonstrated the scalability of the approach while creating valuable flexibility for continued testing and optimisation in the months ahead.

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