Averlo

Results at a Glance

Google Ads

• £5,000+ revenue generated during the engagement
• ROAS stabilised at 2.5
• New account structures, new testing cycles, clean tracking
• Budget waste removed, realistic scaling targets set

Retention & Klaviyo

• Full Klaviyo build completed in ~45 hours
• Complete foundational flow suite (welcome, AC, winback, post-purchase/new segmentation logic, conditions, and engaged-state architecture)
• New templates + creative direction/Campaign cadence and roadmap established

Strategic Advisory

• Weekly consults refining pricing, product hierarchy, margins, and lifecycle strategy
• Creative guidance, testing plans, and funnel fixes across the brand (beyond Google/Klaviyo)

The Challenge

Averlo came in with:
• Broken or inconsistent Google tracking
• Overspending and no campaign discipline
• Basic and off brand email flows
• Improper segmentation or retention strategy
• No creative/testing framework
• No structured campaign calendar/No clarity on where performance issues originated

The brand was overly relying on paid traffic with limited output to support repeat purchases or owned growth.

The Approach

1. Google Rebuild (The Starting Point)
We began with their existing Google account to identify historical issues. When light restructuring didn’t create uplift, we rebuilt from scratch: New Search + PMax structures, GA4 + GTM fixes, Tracking cleaned, Merchant Centre + feed improvements (DataFeedWatch), New creative tests and audience logic, Budget discipline implemented, This stabilised performance and gave us clear data for decision-making.

2. Retention Becomes the Bottleneck → Enter Klaviyo (New Scope)
Once Google was functioning cleanly, it became obvious that Averlo had zero retention foundation. No welcome flow, abandoned checkout flow, no winback, No segmentation logic, No deliverability setup, No campaign strategy, No templates or creative direction, Conversion was overly dependent on cold traffic. So we simultaneously evolved into a full retention rebuild.

The Klaviyo Build (~45 hours): full rebuild covering both technical and creative foundations: Technical Setup, Account configuration, Domain authentication, Profile property logic, Consent & deliverability standards, Segmentation architecture (intent-based, engaged-state, and recency tiers), Flow logic with conditional splits and custom branching, Dynamic blocks + testing infrastructure, Flows Built: Welcome series, Abandoned checkout (with variants for new/returning customers), Winback (with prefix logic), Post-purchase (multi-branch), Creative & Copy, New brand-aligned email templates, Copywriting for all flows, A/B test variants for creative + offer positioning, Campaign-ready templates for future sends, Campaign Cadence, Built a monthly structure to guide newsletter rhythm, High-intent campaigns, new arrivals, social proof cadence, Style tones, creative consistency set for the brand, Averlo essentially went from no retention system to a fully structured lifecycle ecosystem.

The Impact

While the engagement was short (July–September 2023), we generated £5,000+ revenue at a 2.5 ROAS and established the foundations for cleaner tracking and future scaling. Budgets were brought under control, campaigns restructured, and overspending cut. The key lesson? Not every client relationship is long-term, but every engagement should leave a brand with stronger systems than before. At Collective : Holmes, we don’t sell guarantees – because in marketing, they don’t exist. Instead, we prioritise transparency, problem-solving, and knowing when to advise a pause rather than take money without impact.