Internet Reptile


Internet Reptile: Driving ROAS to 1,000% whilst increasing awareness and volume in Google Ads


Revenue Increase


Cost Increase 


ROAS (1080%) 

The Client

Internet Reptile are a leading online and physical reptile store based out of Nottingham. They strive to offer the best deals to their customer base, guaranteeing this with the lowest price promise.


Internet Reptile challenged Anicca with improving their Google Ads account performance to achieve a Return on Ad Spend (ROAS) of 1,000%, whilst increasing overall sales volume and awareness to capture more of the market.

The Challenge 

Internet Reptile faced a stagnating and potentially declining market yearonyear following a high in 2021. They were seeing increased competition from both market leaders and new brands, which was impacting both volume and associated costs within the Google Ads account.

Budgets remained restricted so the increase needed to come from making the available spend more efficient, cutting wastage and identifying new opportunities to feed the sales funnel.


Our Solution

The first thing we did was to get back to basics. One of the most crucial elements of any Google Ads account is a solid structure that supports the aspirations and objectives of the business.  


We set about a full restructuring of the campaigns working through the account in a phased approach, so as not to disrupt the whole account in one clean sweep.  


We created a new structure that isolated campaigns based on their product categories as well as their profitability, so we could shift focus from not just Return On Ad Spend, but also Profit. 


We utilised feed rules, labels and product bucketing to identify profit and performance levels for each product. This new structure meant that we could clearly and strategically allocate budgets and set appropriate targets. 


Once we had the base structure in place, we were able to start building out and experimenting with different settings, targeting and assets, and this accelerated our growth in the last 2 months. 


Whilst the main focus was to maximise conversions at the bottom of the funnel, we also ensured that we continued to feed in at the top to support our overall goal for growth. This was achieved through the introduction of new channels and campaign types such as Performance Max campaigns and Meta catalogue ads that focused on acquiring new customers. 


We worked with Internet Reptile in a collaborative way throughout to suggest new offers and angles to attract not just new customers but also build customer retention. 


We maintained a positive performance through a strategic rollout and ramp-up of the activity. As with all activity, this was supported by regular optimisations to review search terms and bids and build out negative keyword lists.


  • 23% increase in revenue
  • 7.6% increase in cost
  • 1080% ROAS (14% increase)
  • 12% decrease in CPC 
  • 24% increase in average order value


We achieved great results in the Internet Reptile campaign after starting from scratch. Check out more about the Paid Media Services our agency provides.

Pall-Ex have been working with Anicca digital for a few years now and our results have been outstanding. The innovation from their team is a breath of fresh air.
Mark Steele
MD – Pall-Ex International Business Units

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