The Challenge

When Adel first came to Odd Fox, their digital marketing was in disarray. Their previous agency had adopted a “throw everything at the wall” approach, running ads across their enormous catalogue and constantly pushing “the next fix” as a solution. While this generated revenue, it also drove costs so high that online sales were operating at a loss.

Adel faced a dangerous reality: despite their strong industry position, their digital marketing machine had become a drain on profitability. With limited budgets and mounting frustration, the company was stuck between scaling down operations or finding a partner who could turn digital into a channel that actually made money.

Objectives

The client’s objective was simple but vital: make digital profitable again. Rather than chasing vanity metrics or inflated growth, Adel wanted to strip their campaigns back to what worked, generate sustainable profit, and then scale from that foundation. Success would be measured in ROAS and profitability, not just revenue.

Our Approach

Odd Fox stepped in with a fresh perspective. Instead of running all 14,000+ SKUs, we analysed sales data and marketing performance to identify which products could deliver profitable growth. Low-ROAS and low-demand items were cut from campaigns, while top-performing products and strategic categories received budget allocation.

This selective approach ensured every pound spent was focused on generating profit. To keep momentum, we worked closely with Adel’s team, maintaining constant communication. This allowed us to adapt campaigns quickly as new data emerged—whether shifting spend into categories showing traction or focusing on strategic product launches.

Unlike a cookie-cutter agency approach, which often prioritises catalogue coverage to “keep Google happy,” Odd Fox designed a strategy tailored to Adel’s unique situation. Clever campaign structuring and data-driven decision-making enabled us to work around platform limitations while keeping profitability front and centre.

Strategies Implemented

Paid Campaigns
Our work centred on Google Shopping, where we undertook a full account restructure. This included rolling budgets back to a sustainable level, rebuilding ads, and optimising quality scores. We rewrote product titles for stronger relevance, refined keyword targeting, and applied CPC-cutting techniques to stay competitive while protecting profit margins.

By controlling spend at the product level and enforcing strict profitability thresholds, we turned an unmanageable, bloated account into a streamlined, profit-driven machine.

Results

Quantitative Outcomes

• ROAS doubled from 200% to 400%.

• Cost-per-click reduced by 29%.

• Adel recorded its first profit from online sales in almost two years—achieved within just 45 days of Odd Fox taking over.

Qualitative Outcomes
Beyond the numbers, Adel regained trust in digital marketing. Internally, the business shifted from seeing marketing as a cost centre to recognising it as a growth driver. Our transparent reporting and collaborative approach restored confidence that digital could deliver meaningful, sustainable results.

Client Testimonial

"We were fed up of being told ‘best practice’ and messed around by agency after agency who never listened to us or understood our problems—until Odd Fox came along."

— Adel Professional

Conclusion / Impact

For Adel Professional, Odd Fox provided more than a turnaround—it was a reset. By stripping back campaigns to focus only on what worked, we rebuilt digital marketing as a profitable channel. Within weeks, losses became profits. Within months, ROAS stabilised at a healthy 400% and CPCs dropped by nearly a third.

The long-term impact has been transformative. Adel now has a scalable model for profitable growth, stronger alignment between marketing spend and sales, and a renewed confidence in the role digital can play in their future. Odd Fox proved that success isn’t about spending more—it’s about spending smarter.

Summary

Adel Professional, a wholesale hair and beauty eCommerce business with 14,000+ SKUs, was losing money despite growing revenue. Their previous agency ran bloated campaigns that prioritised coverage over profitability, leaving the business frustrated and operating at a loss. Odd Fox stepped in, cut waste, and focused budgets only on top-performing products. Within 45 days, Adel recorded its first online profit in two years, with ROAS increasing from 200% to 400% and CPC reduced by 29%. Today, Adel runs lean, profit-driven campaigns with confidence that digital is fuelling growth—not draining it.