Seek Marketing Partners
About Handbag Angels (PPC)
Handbag Angels is a UK-based brand dedicated to protecting and enhancing luxury designer handbags with bespoke, made-to-measure liners and clever accessories. Handmade in Lancashire, their liners are crafted to fit specific bag models perfectly, helping to preserve the interior, maintain the bag’s shape and support its long-term value. Alongside liners, they also create innovative solutions like conversion kits and protection sets that make favourite pieces more practical and wearable without compromising their condition. At its core, Handbag Angels is all about thoughtful craftsmanship for people who truly care about keeping their handbags beautiful for years to come.
Their Goals
- Increase product sales
- Increase conversions & conversion value
- Maintain the campaign performances & adjust accordingly
- Keep the campaign costs within the limit.
What We Did
For Handbag Angels, we built a full-funnel Google Ads structure that combined Pmax & Search campaigns, then tested performance and gradually paused weaker campaigns to concentrate budget on the strongest performers: PMax Handbag Core, UK Search Bag Liners and UK Brand. We layered in a custom audience signal to steer PMax towards high-intent luxury shoppers based on relevant searches, onsite behaviour and designer bag interests, while continuously refining performance with weekly negative keyword research, keyword optimisation, enhanced sitelinks and display paths, daily budget monitoring and ad copy A/B tests that contrasted luxury-focused messaging with pain-point-led angles to find the combinations that converted best.
Handbag Angels (PPC) Project Overview
Client Name:
Handbag Angels (PPC)
Client Industry:
eCommerce
Services Provided:
Google Ads Management
Project Duration:
Oct 22 - Nov 4 2025 & Oct 8 - Oct 21 2025
Case Study Trigger Date:
October 2025
The Challenge
Handbag Angels operates in a very specific niche, with products tailored to individual luxury bag models. The main challenge was figuring out which of their brand specialities had enough search demand and audience interest to scale profitably. Instead of having clear “known winners” from day one, we needed to explore and test different brand focused angles and product lines within Google Ads to understand where the strongest engagement and conversion potential really was.
The Strategy
To uncover that opportunity, we focused on testing a variety of ad copy messages that were relevant to luxury handbag owners but not limited to highly specific or exact terms. Rather than only targeting very narrow brand and model combinations, we introduced broader, intent led messaging that spoke to protection, organisation and preserving the value of designer bags. This allowed us to reach more users who fit the right profile, discover which brand specialties resonated most, and build enough data to refine targeting and budgets around the best performing themes.
The Execution
We started by building a full funnel structure on 8 October designed to cover both broad intent and high intent brand searches. The initial build included:
- PMax Handbag Core targeting the full Handbag Angels product range
- UK Search Bag Liners focused on users actively searching for bag liners
- UK Search Handbag Liners targeting handbag liner specific queries
- UK Search Organisers for organiser related accessories
- UK Search Inserts for bag insert accessories
- UK Brand capturing brand name searches from users already aware of Handbag Angels
Once live, we closely monitored early performance to identify which campaigns showed strong potential and which were not delivering efficient results. Underperforming campaigns were gradually culled, allowing us to reallocate spend into the proven performers.
After this testing and consolidation phase, the account was leaning on three main engines of growth:
- PMax Handbag Core became the primary revenue driver, with conversion value increasing by +276.95% compared to the previous period.
- UK Search Bag Liners showed improved profitability, with campaign ROAS increasing by 24.50%.
- UK Brand continued to act as a highly cost efficient safety net for brand-aware users, sustaining a strong 11.71 ROAS.
To further improve the quality of traffic flowing through PMax, we also built a custom audience signal. This allowed us to guide Google’s automation towards high intent luxury shoppers by combining relevant search behaviours, website engagement patterns and interests related to designer handbags.
Throughout the execution period, we backed this structure with consistent optimisation work. This included:
- Ongoing negative keyword research and keyword optimisation to cut waste and lean into the strongest search themes
- Adding and refining sitelinks and display paths so users could quickly understand key product categories and services from the ad itself
- Daily budget monitoring to ensure spend was fully utilised on the best performing campaigns without overspending on weaker traffic
- Continuous ad copy A/B testing, contrasting “luxury” focused messaging with “pain point” messaging to learn which angles resonated most with high value handbag owners
This combination of structured testing, consolidation, custom audience signalling and daily optimisation created a solid foundation for the performance gains realised in the results period.
The Results
When comparing October 22 – November 4 against the previous period, the account recorded significant gains in both efficiency and revenue generation.
- Improved Conversions: 57.35 (+72.70% compared to previous period of 33.21)
- More than doubled Conversion Rate: 3.48% (+120.64% from 1.58%)
- Cost rose slightly: +5.50% (£636.70 vs. £603.52)
- ROAS improved: 4.63, (+39.30% increase from 3.33)
- Conversion Value Increase: £2,949.44 (+46.95% compared to £2,007.05)
Overall, the strategic testing and refined campaign structure successfully attracted higher-intent users, improved profitability, and generated stronger revenue outcomes within just one optimisation cycle.
What's Next
To build on the strong performance in the UK, the next step is to scale Handbag Angels into new markets, beginning with the United States. The account has already proven that high intent luxury shoppers respond well to the current structure and messaging, so the plan is to replicate this foundation in the US while tailoring ad copy, bidding and audience signals to local behaviours.
- Launch with controlled test budgets, using existing learnings around luxury positioning and pain point messaging to quickly identify winning themes.
- Scale high performing segments gradually, increasing investment where ROAS and conversion quality remain strong.
- Maintain close daily monitoring, with performance based adjustments to bids, budgets and creatives to protect efficiency as spend grows.
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