The Bump Plan: CPA Down, Conversions Up
Before Shopiator
Tracking, campaign structure and conversion data weren't set up properly. The team couldn't trust the numbers or tell what was actually working.
“The most impressive thing is their ability to diagnose problems rather than just spend more money.”
CThe Challenge
The Bump Plan is an online fitness platform for women trying to conceive, during pregnancy, after birth and into motherhood. They hired Shopiator to make Google Ads trustworthy first and scalable second: fix tracking, campaign structure, keywords and reporting, then bring in trialists and subscribers at a CPA that made commercial sense. Not more traffic. Better-quality traffic that converts, in an account that was stable, less reactive and easier to scale as Google Search kept changing.
SOur Solution
We ran the full Google Ads engine, not just the ads. Onboarding and a review of the existing setup. A restructure that separated brand search, non-brand inbound search, competitor campaigns, feeder campaigns and Performance Max by intent. Conversion tracking checked, validated and fixed so CPA and ROAS decisions rested on real data. Ongoing search-term management to cut irrelevant traffic, CPA and budget optimisation against targets, and recovery work whenever CPA spiked. When the ads weren't the bottleneck, we said so: Microsoft Clarity was set up to diagnose landing page, checkout and user-journey issues, and we advised on ad copy, video and how AI-generated search results were changing paid visibility.
The Result
Google Ads reached a blended CPA of around £24 to £29, with one later period dropping to around £19. Conversions increased while CPA improved, so efficiency came without cutting volume. The BFCM campaigns generated 64 conversions in 7 days at around £32 CPA, with 124 conversions attributed to our campaigns through discount-code usage. After CPA spikes, weak keywords and irrelevant search terms were removed, bidding tightened, and costs fell while conversions recovered. The account ended up structured, with clearer CPA targets, tighter budget control and stronger reporting.
In Their Words
Straight from the Clutch review
Every answer below is quoted exactly as Hollie Grant submitted it to Clutch. Nothing is rewritten or trimmed for flattery. The reviewer refers to Guided PPC, Shopiator's former trading name.
Describe what your company does
The Bump Plan is an online fitness platform offering expert-led, evidence-based exercise and guidance for women trying to conceive, during pregnancy, after birth, and into long-term motherhood.
What goals did you hire Shopiator to accomplish?
- We hired them to make sure Google Ads was set up properly: tracking, campaign structure, keywords, reporting and conversion data. Without that, we could not trust the numbers or know what was actually working.
- Their job was to bring in trialists and subscribers at a CPA that made commercial sense. Not just more traffic — better-quality traffic that could convert.
- We needed Google Ads to become more stable, less reactive and easier to scale carefully. They were also there to help us adapt as Google Search changed, so we were not relying on old tactics that might stop working.
Why did you select Shopiator over others?
- High ratings
- Good value for cost
What were the measurable outcomes?
- CPA improved Google Ads reached a blended CPA of around £24–£29, with one later period dropping to around £19.
- Conversions increased Conversions increased while CPA improved, showing better efficiency without simply reducing volume.
- BFCM campaigns delivered attributed sales The campaigns generated 64 conversions in 7 days at around £32 CPA, with 124 conversions attributed to Guided PPC campaigns through discount-code usage.
- Performance recovered after CPA spikes When costs rose, weak keywords and irrelevant search terms were removed, bidding was tightened, and campaign costs reduced while conversions recovered.
- Account control improved The account became more structured, with clearer CPA targets, better search-term management, tighter budget control and stronger reporting
Describe their project management
The team managed the project in a structured and responsive way, with regular calls, clear action points and timely delivery of most core setup and optimisation work. They responded quickly to performance issues and adjusted strategy around our priorities, although some deeper optimisation and reporting work remained ongoing rather than fully complete.
What did you find most impressive or unique?
What stood out most was that Shopiator were not just narrowly “running Google Ads”. They connected ad performance to the bigger commercial picture: tracking, CPA, landing pages, conversion flow, retention and website/CRO issues. The most impressive thing is their ability to diagnose problems rather than just spend more money. When performance dipped, they looked at search quality, bidding, conversion tracking and funnel issues, then made practical changes. Their approach also felt unusually strategic for a Google Ads partner. They were willing to challenge whether the issue was actually ads, the website, the offer or the user journey — which is far more useful than an agency that simply keeps launching campaigns.
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