Project Stats
Client vertical: Ecommerce Furniture supplly store
Ad Budget: between $25K and $35K/mo
Campaign Goals: Increase revenue and ROAS
Results: 82% revenue growth, 97% ROAS increase
The task
A company that makes and sells furniture for restaurants, bringing in about $10 million a year, reached out to me.
They wanted help to make their PPC campaigns more effective.
Challenges
A big problem we faced in this project was poor-quality old conversion data. The current conversion tracking was set up wrong, causing it to track useless conversions.
This was a challenge because we needed correct conversion data to make the campaign work well.
Also, the selected product categories had fairly low sales, about 10 per month. This made us worry if the data would be enough for the algorithm to learn and perform optimally.
Execution
To address the challenges and achieve the project goals, a phased approach was implemented.
Conversion Tracking Overhaul
The first step was to replace the Analytics transactions conversion tracking with direct Google Ads conversion tracking to improve data accuracy and reliable revenue reporting.
Improved Conversion Tracking.
We supplemented limited sales data with a new conversion action, “Quotes Sent,” which required detailed forms from customers, indicating higher buying intent. This expanded dataset enriched the smart shopping campaign.
Campaign Structure Transition
Standard shopping campaigns were initially structured through query-level bidding. This was later replaced by Performance Max campaigns using a maximize conversion value bidding strategy with a budget equal to the previous standard campaigns.
Results
The strategy we used yielded impressive results:
Revenue Increase: Over a six-month period, a 82% increase in revenue was observed.
ROAS Improvement: The return on ad spend (ROAS) experienced a 97% increase, signifying a significant improvement in campaign efficiency.
Budget Optimization: Even with a 50% budget reduction due to inventory constraints, sales continued to grow consistently, highlighting the effectiveness of the restructured campaigns.
