The client
1 of 100 is an independent streetwear brand based in Glasgow, run by founder Richie Hume. They collaborate with musicians, illustrators and artists on individually numbered, strictly limited-edition runs — genuinely limited, not a marketing device: once a drop of 100 is gone, it's gone. That model changes what good paid search even looks like, because the usual playbook of "push more traffic at the best-sellers" doesn't map cleanly onto stock that isn't getting restocked.
The problem
1 of 100 brought Russell in to manage PPC, Shopping and remarketing across the board. The instinct with any of those three, run in isolation, is to chase more volume — more clicks, more impressions, more reach. But for a limited-run product, traffic that doesn't convert before stock sells out isn't just wasted spend, it's spend actively working against the brand: burning budget to send people to a product that's no longer there.
What we did
- Took over the full account. PPC, Shopping and remarketing managed together, so decisions in one weren't undercutting another.
- Found the spend that wasn't earning its keep. Traffic that looked fine on the surface but wasn't converting into business the brand actually needed — and turned it off, rather than letting it run because it was "already working."
- Redirected effort to the product feed and Merchant Centre. For a Shopping-driven, drop-based catalogue, feed quality and Merchant Centre health are the foundation everything else sits on — get those wrong and no amount of bid tweaking fixes it.
- Focused on brand. For a business built on scarcity and collaboration, demand comes from people wanting the brand, not just seeing an ad — so effort went there instead of broader prospecting.
The results
PPC, Shopping and remarketing managed as a single account rather than three separate levers pulling against each other. Spend that wasn't converting, cut — not optimised around the edges, switched off. And attention moved to the two things that actually determine whether a limited-edition drop sells through: a clean product feed and Merchant Centre, and a brand people already want to buy into.
"Russell gets our business. He managed our PPC, Shopping and remarketing, but when he felt we were spending money on traffic we didn't actually need, he told us to stop. Instead, he helped us focus on our brand, product feed and Merchant Centre. He doesn't just manage Google — he thinks about what will actually help the business."
Richie Hume · Founder, 1 of 100The point
Good account management isn't always about turning the dial up. Sometimes it's noticing that a channel is technically "performing" while quietly working against the business it's meant to serve — and being willing to say so, even when that means less spend under management, not more.
That's the whole method. Money in the till, applied honestly — even to the account itself.
1 of 100 is an independent UK streetwear brand based in Glasgow, run by founder Richie Hume. Compulsion is Russell Anson's independent paid-search consultancy — 18 years in, pointed at the only metric that matters. compulsion.agency