Mo Bros, a Leicester-based, family-owned male grooming and beard care brand known from Dragon's Den, faced a critical Q1 challenge: avoid the post-Q4 sales slump and outperform previous year results.
With conversion rates and revenue sharply down in Q1 2024, the brand needed a smarter strategy to drive growth, increase efficiency, and stay competitive.
The Challenge
After a record-breaking Q4, Mo Bros needed to sustain growth and efficiency during the traditionally slower Q1. The team faced three core challenges:
- Avoiding the Q1 Dip and reversing seasonal revenue and conversion declines
- Maintaining Efficiency by driving ROAS despite rising CPCs
- Competing for attention in a quieter sales period
Our Approach
To combat seasonal decline, we shifted away from brand-heavy campaigns and prioritised non-branded search. This approach captured high-intent users unfamiliar with the brand, expanding reach and engaging customers earlier in their journey.
We also implemented Performance Max to maximise exposure across Google platforms and directed traffic to specific product or solution-based landing pages. This increased relevance, reduced bounce rates, and significantly improved conversion potential.
The Results
By strategically managing budget and shifting campaign focus, the team delivered substantial improvements across key performance metrics:
- +93% Revenue YoY despite CPCs rising 34%
- +74% Conversions YoY with broader targeting
- +6.5% ROAS Increase and higher AOV
Q1 2025 vs Q1 2023
- +40% revenue
- +35% conversions
- +4% AOV gains despite a 31% CPC increase
These results show not only a recovery from Q1 2024 but sustained growth and efficiency over a two-year horizon.
Conclusion
This campaign highlights the power of proactive post-seasonal strategy and data-led optimisation. By shifting focus from brand reliance to high-intent, non-branded traffic, and using Performance Max and solution-led landing pages, Mo Bros not only avoided the Q1 dip but delivered record-breaking growth.
The brand scaled reach and efficiency while outperforming past performance and absorbing rising costs with strategic precision.
