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How Callidus Trade doubled monthly revenue while halving Google Ads CPA
Callidus Trade is a UK solar equipment retailer and authorised Victron Energy dealer that doubled monthly revenue, halved Google Ads CPA, and grew revenue 73% in six months using a paid acquisition and retention system built across Google Ads, Meta Ads, and Klaviyo. Generate Agency improved efficiency in an already profitable account, launched Meta for a high-consideration category, and built Klaviyo from £0 to 30% of monthly revenue while staying within profitability KPIs throughout.
OUR RESULTS
THE PROBLEM
When Callidus Trade came to Generate Agency, they were not a brand in trouble. They were already operating at seven figures on Google Ads and had a profitable acquisition engine in place. The issue was that they knew there was more headroom in the account, and they had not found an agency that understood their category well enough to unlock it. Solar equipment is a technical, considered-purchase category. Customers research carefully, order values are high, and margin decisions matter. An agency that does not understand the products, the buying journey, or the economics of the business is unlikely to make commercially useful decisions. The specific challenges were structural. Google Ads was already profitable, but CPA was higher than it needed to be. Meta was an untested channel in a category many agencies assume will not work there. Klaviyo was generating £0 in attributed revenue, with no flows in place and an existing customer list sitting idle. They needed a growth system that could improve efficiency, open up new demand, and increase revenue without breaking profitability.
WHAT WE DID
1. Audit & diagnosis
Reviewed the existing Google Ads account to identify where spend was being wasted, where campaign overlap had developed, and where structural inefficiencies were pushing CPA higher than necessary.
2. Google Ads restructuring
Rebuilt the account to separate high-intent product searches from broader category traffic, tightened bidding strategy, and concentrated spend on the terms and audiences most likely to convert at the required margin.
3. Meta acquisition architecture
Built Meta from scratch for a technical, high-consideration category using awareness-first creative, retargeting for high-intent visitors, and clear separation between cold prospecting and warm re-engagement.
4. Klaviyo infrastructure build
Launched Klaviyo from zero with welcome flows, abandoned cart and checkout recovery, browse abandonment, post-purchase sequences, and lifecycle email designed around the follow-on purchases common in this category.
5. Ongoing profitability-led optimisation
Managed budget and channel mix against profitability KPIs throughout, scaling what worked while keeping CPA within the thresholds required
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THE RESULTS
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Revenue growth
- 73% revenue growth across the six-month engagement
- Monthly revenue doubled during the period
- 114% total growth across the full engagement
Paid efficiency
- Google Ads CPA halved on an already profitable account
- New customer CPA reduced by 10%
- 5.25x Linear Paid ROAS across Meta and Google combined
Channel expansion
- Meta launched from scratch in a technical, high-AOV category and contributed meaningfully to the blended paid return
- Klaviyo grew from £0 to 30% of monthly revenue in six months
Profitability
- Growth was delivered while staying within profitability KPIs throughout
- Revenue increased without the CPA increase that often comes with aggressive scaling
"We're getting these higher value days more often now so we're very happy with that."
FAQs
Can Meta Ads work for technical, high-AOV products?
Yes. For technical and high-consideration purchases, Meta works best when it is structured around awareness, education, and retargeting rather than direct-response creative built for impulse buys. That is how Generate Agency made Meta contribute in a category many agencies assume it cannot work in.
How did you halve CPA on an account that was already profitable?
Generate Agency reduced waste in the Google Ads structure, separated different search intents properly, tightened bidding, and removed inefficiencies that had built up over time. The result was a 50% reduction in Google Ads CPA without sacrificing scale.
Why did Klaviyo matter in this case study?
Callidus Trade had an existing customer base and growing email list, but no flows in place. Generate Agency built the retention infrastructure from scratch, and within six months Klaviyo was attributing 30% of monthly revenue.
How much did revenue grow?
Revenue grew 73% in six months, and monthly revenue doubled during the engagement. Total growth across the full six-month period reached 114%.
How was profitability protected while scaling?
Every channel and budget decision was managed against profitability KPIs rather than growth alone. That meant Callidus Trade increased revenue, reduced CPA, and improved channel mix without breaking the economics of the business.
READY FOR PREDICTABLE, PROFITABLE GROWTH?
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