Beaufort Blake

Improving New Customer Acquisition

Beaufort & Blake are a premium eCommerce fashion brand offering timeless men’s and women’s clothing collections. Returning to Eskimoz with a bigger budget and ambitious growth targets, they needed to reduce their reliance on Meta and unlock Google Ads as a comparable new customer acquisition channel.

Key figures
+29% Increase in ROI
+105% Increase in spend
£20K/mo Spend

The Beaufort & Blake x Eskimoz collaboration

Client Overview

Beaufort & Blake are a premium eCommerce fashion brand offering timeless men’s and women’s clothing collections. Founded with a focus on classic British style, the brand operates primarily online, serving customers who value quality craftsmanship and understated elegance.

Why Eskimoz

Beaufort & Blake had previously worked with Eskimoz, and when they returned, did so with a bigger budget. They enlisted our help in the next phase of their growth, with two main goals: reaching ambitious targets for cost per new customer, and reducing their reliance on Meta to achieve better ROI from Google Ads activity.

The Challenge

Beaufort & Blake faced challenges common to eCommerce fashion brands: • Heavy reliance on Meta as a primary acquisition channel, with limited diversification • Ambitious targets for cost per new customer acquisition that required a more structured approach • A need to unlock the potential of Google Ads as a comparable acquisition channel to Meta • Significant differences in cost between new and returning customers, requiring smarter audience segmentation

Our PPC Methodology

We conducted a full audit of Beaufort & Blake’s current activity and developed an integrated paid media strategy focused on customer acquisition cost and channel diversification.

  • Audit and Strategic Reframing

    Actions taken:

    Conducted a full audit of existing paid activity across Google and Meta

    Recommended a shift in focus from ROI alone to customer acquisition cost (CAC), based on customer lifetime value and profitability

    Established target CAC benchmarks to provide a more effective framework for growth

  • Audience Segmentation

    Actions taken:

    Structured remarketing audiences to ensure campaigns targeted either new or returning customers

    Further segmented audiences based on position in the buying process

    Kept audiences mutually exclusive, allocating budget where performance was strongest to avoid overserving any one group

  • Google Shopping Optimisation

    Actions taken:

    Fully optimised Google Shopping campaigns using a combination of automated rules and careful manual review

    Ensured products appeared for highly relevant non-brand search queries, driving both sales and new customer acquisition

    Achieved a comparable CAC to Meta, opening a new acquisition channel for the brand

  • Promotional Campaign Planning

    Actions taken:

    Worked closely with the brand to plan and prioritise key promotional periods, including Black Friday and New Season launches

    Ensured timely and seamless creative launches across all campaigns

    Maximised profitability over peak trading periods through careful budget allocation and timing

The Results

Our highly targeted focus on CAC, along with unlocking the potential of a new acquisition channel in Google Shopping, drove excellent results for Beaufort & Blake’s campaigns within one year:

+29% increase in year-on-year ROI
+105% increase in spend
£20K/mo spend

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