Case Study: The Simply Group achieves 125% revenue growth and a 62% ROI boost with Adobe Target

The Simply Group increased ROI 62% for Black Friday week

The Simply Group, a UK outdoor and leisure retailer operating four brands (Simply Scuba, Simply Swim, Simply Beach, Simply Hike), was hampered by manual, gut‑driven search marketing and limited reporting across distinct audience segments. To scale search, better target each brand’s customers, and free its small marketing team from daily optimization, The Simply Group partnered with Adobe Target, using Adobe Advertising Cloud and Adobe Sensei within Adobe Experience Cloud.

Adobe Target deployed Advertising Cloud Search to automate bidding, forecasting, and budget allocation, handled day‑to‑day optimizations, and helped expand reach (including Bing) so the team could focus on creative and strategy. The results were tangible: Simply Scuba revenue rose 125% (with a 21% YoY ROI increase), Black Friday week ROI improved 62% while sales rose 5% and advertising costs fell 29%, and the company recorded its strongest November sales.

The Simply Group

Sally Allsop

Head of Marketing