PPC Strategy Boosted Conversions by 2,545 Percent for Fohen

Fohen is a UK-based brand offering premium instant boiling water taps designed for homes with hard water. Their 3-in-1 taps deliver hot, cold, and near-boiling filtered water from a single sleek unit. With fast delivery and an accessible price point, Fohen quickly became a go-to brand for design-conscious homeowners and kitchen installers alike.

But while product demand was strong, their paid advertising performance told a different story. Conversion rates were low, spend was rising, and their return on ad spend (ROAS) wasn’t where it should have been.

In early 2025, Fohen partnered with b4b to help fix that. What followed was a whole campaign restructure, a shift in strategy, and a 2,545% increase in conversions.

Our first step was a comprehensive audit of Fohen’s Google Ads account. We examined it all: campaign structure, keyword targeting, bid strategies, and the conversion rates of the landing pages. What we found was typical of many fast-growing eCommerce brands. Some campaigns were effective, but others spent their budget without delivering meaningful results.

So, we halted the underperforming campaigns and improved the account structure. After that, we introduced new campaigns targeting high-intent, high-converting search terms. This included searches for brands and specific products, plus long-tail keywords. These keywords focused on users who were closer to making a purchase.

Alongside the rebuild, we rewrote all ad copy and refreshed creative assets. This way, we could ensure the headlines, descriptions, and visuals matched what Fohen’s customers wanted. We also added Google Shopping ads and Performance Max campaigns. This allowed us to boost visibility across the Google Network and refine ad placement based on performance data. It allowed us to test variations of Fohen’s landing pages and provide conversion rate optimisation (CRO) recommendations to improve post-click performance.

As a certified Google Partner agency, we adjusted Fohen’s bid strategies and audience targeting. Our team achieved this by utilising live campaign data in real-time. For many of our clients, this is precisely where our PPC services deliver the most value. It’s because we provide clarity, control, and consistent results.

After Fohen implemented a clearer strategy and simplified account structure, the results came quickly.

Here’s what we achieved:

• 2,545% increase in conversion rate
• 56% reduction in ad spend year on year
• 40% drop in cost per acquisition (CPA)
• 71% uplift in click-through rate (CTR)
• 17% revenue target exceeded
• 50% more purchases than forecast
• 30% increase in return on ad spend (ROAS)

Yet, best of all, these weren’t short-term wins. Performance improved as we tested and improved our campaigns and built a dependable return on investment.

We regularly share insights like this in our blog and news section if you're interested. Here, you’ll find expert tips and advice on how to get more value from your digital marketing. Alternatively, you can check out more results like this on our client portfolio.

Fohen’s PPC performance shows just how powerful a well-planned paid media strategy can be. Although Fohen is no longer trading and has shifted its goods to Spring Clear, an authorised supplier, their campaign was solid. It’s a strong example of how account structure, audience targeting, and creativity can work together.

If your Google Ads aren’t delivering the expected results, it may not be your product. Often, it’s the setup, and the solution isn’t always to spend more — it’s to spend better. With the proper audit and strategic input, even small changes can lead to significant performance gains.

Want to see what we could achieve for your business? Contact us or call 01202 684400 to arrange a consultation with our PPC team.