Case study · Performance intelligence for an in-house team
Vax is one of the UK's best-known home-cleaning brands, with a capable in-house marketing team running paid and organic at scale. RiseUp doesn't take the account over — we sit alongside that team as the analytics & insight layer, unifying paid and organic performance, attribution and incrementality into one decision-ready source of truth they act on every week.
Visit vax.co.uk ↗The partnership
Vax is one of the UK's most recognised home-cleaning appliance brands — vacuums, carpet washers and steam mops you'll find in homes up and down the country. Behind that brand sits a skilled in-house marketing team running paid and organic across a busy, seasonal calendar. What they didn't have was a single, trusted lens across it all. RiseUp came in not to replace that team but to power it: a performance-intelligence layer that turns scattered paid and organic data into the one source of truth they plan and trade against.
The challenge
Vax's team was running paid Search, Shopping and Performance Max alongside a meaningful organic presence — but each channel told its own story in its own platform. Google reported one set of conversions, the analytics suite another, and organic sat in a separate world again. Last-click attribution flattered some campaigns and buried others, channels were quietly double-counting the same sale, and seasonal swings made it hard to know what was genuinely incremental versus demand that would have landed anyway. The team needed an objective intelligence layer they could trust — one that made paid and organic legible together, without adding another agency to manage.
An in-house team this strong doesn't need taking over. It needs a clean, honest read on what's actually working — so every decision is backed by the same numbers.
The approach
We pulled paid Search, Shopping, PMax and organic performance into one modelled view, reconciling Google, analytics and search-console signals so the in-house team finally read every channel against the same definitions and the same numbers.
Channels unified 1 viewWe moved the team beyond last-click, layering data-driven attribution with incrementality testing so they could see which spend was genuinely additive versus demand that would have converted anyway — especially across seasonal peaks.
Wasted spend -18%Insight only counts if the team can act on it. We built live dashboards that surface the metrics that move the business, replacing manual weekly stitching with a self-serve view senior stakeholders and buyers can both trust.
Reporting time +32%Our senior strategists meet the in-house team on a regular cadence, turning the numbers into clear recommendations they own and execute — an intelligence partner that amplifies the team rather than replacing it.
Decision speed 2.4xThe intelligence, in depth
Where the performance-intelligence layer changed how the in-house team reads and acts on each channel.
The brand
