Grab Bar Specialists, an online retail business, saw its Google Ads revenue dropping gradually, and wanted to do something about it. As the owner had put it: “My spend has gotten out of control comparing to sales. Apparently my campaigns are running at about 40% efficiency."
For over 20 years, Grab Bar Specialists has been providing the top quality American Made grab bars and safety equipment to hospitals, nursing homes, contractors, and DIYers.
Because they distribute products online, Google Ads plays an important part in their sales strategy.
Grab Bar specialists have been managing Google Ads in house for 6 years. Two years ago they started noticing dropping revenue. I was brought it to remedy this situation, and "increase revenue without increasing costs".
Another issue had been uncovered during initial audit and it was incorrect conversion tracking.
Accurate conversion tracking plans an important role in Google Ads success as Google's algorithms rely on conversion data to optimize performance.
The way I approach Google Ads optimization projects is:
After fixing conversion tracking and establishing the baseline I started implementing changes.
The account was using a mix of search campaigns, shopping campaigns, and display remarketing campaigns.
On the search campaigns, I fine-tuned ad groups and targeted only the winning products and segmenting out branding ads and keywords in a separate campaign.
On the remarketing campaign, I made sure it was serving ads only to the website visitors as it was created a lot of wasted spend in the past.
I took special attention to fixing the shopping campaigns. I optimized the product titles, descriptions, and images as well as bidding. For bidding, I started with automatic bidding (ROAS targeting) and then switched to manual bidding to further improve performance.
Overall, 7 months in, both revenue and ROI from Google Ads have more than doubled: revenue has increased by 125%, ROI has increased by 132%. And this upward trend continues.
In hindsight, the owner was right all along by saying that the account was running in less than half of its potential.
And that’s what I like in working with business owners is combining our strengths: they know their business and I know Google Ads.
By partnering and combining our skills and knowledge, we have moved the needle for their business - and that is a great feeling!