YouTube Ads success story · Wallets, bags and accessories brand
How Bellroy reached a 258% higher return on ad spend with shoppable YouTube video.
Bellroy already ran video ads all year to find new customers and win back visitors. Adding its products under the videos and bidding for revenue instead of raw conversions changed the economics.
- Business
- Bellroy
- Market
- Online
- Goal
- Higher return on its always-on video ads
The results.
Compared with Bellroy’s earlier setup, which bid for the most conversions rather than for return on ad spend. Google did not publish the comparison period.
- 258%higher return on ad spend
- 422%higher conversion rate
- 162%more conversions
As published by Google. Google did not state the measurement method or when the campaign ran.
The challenge.
Bellroy sells wallets, bags and everyday accessories online. It ran video ads on YouTube all year round, both to find new customers and to bring back people who had already visited its site.
The campaigns were set to win as many conversions as possible. That brought volume, but the company wanted each advertising dollar to bring back more revenue.
What they did.
Shoppable YouTube video ads · Product feed · Target return on ad spend bidding
- Products under every video
- Bellroy connected its product feed, so its YouTube video ads showed the actual products, with prices, beneath the video.
- Bidding for revenue
- The campaigns switched to a target return on ad spend strategy, with online purchases as the goal, so Google aimed for valuable sales rather than any conversion.
- Google’s best practices
- Audiences, budgets and creative were set up to Google’s video best practices, giving the system enough room to learn.
Why it worked.
Our read on the decisions behind the numbers, and what any business can take from them.
- It optimized for the right number
- Asking for conversions gets conversions. Asking for return on ad spend gets profitable sales. The bidding change pointed the whole campaign at revenue.
- Shoppable video removes a step
- A viewer who likes the wallet in the video can tap it right there. That is why the conversion rate rose 422%.
- Always-on kept it learning
- A campaign that runs all year collects far more data than a burst, and the new bidding had that history to learn from.
How we would run this play for your business.
You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our youtube ads management.
- Bid for profit, not volume
- Once tracking records revenue, we move your video campaigns to value-based bidding so YouTube looks for your best customers, not just any buyer.
- Your catalog in the video
- We connect and clean your product feed so every video can show what you sell, with the price, under the ad.
- Always on, always tested
- Prospecting and returning-visitor campaigns run all year, with new video tested against the current winner every month.
- One plan with Shopping
- The same feed powers your Shopping ads. Our Google Ads management runs both so they work together.
Who this play fits.
You do not have to be a wallets, bags and accessories brand to use the same approach. It is a strong fit for:
- Online stores with a product catalog
- Fashion, accessories and gift brands
- Shopify and other ecommerce stores
- Brands with repeat customers
- Any seller that wants video judged on revenue
Want results like these?
Tell us about your business and your goals. We will show you where YouTube ads can bring you customers, and what it would take.
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Results as published by Google in its Bellroy success story. The campaign used video action campaigns, which Google has since moved into Demand Gen. Results for other businesses will differ. Analysis by Victor Bubuioc, MBA, Digital Performance and Growth Expert, published October 10, 2026.