Our client is a US-based retailer specializing in home improvement materials, including cabinets, countertops, flooring, and other building essentials. Their focus is on delivering high-quality surplus products at competitive prices to homeowners, contractors, and DIY enthusiasts. With a growing demand for their offerings, they partnered with us to scale their online revenue and maximize their profitability through Google Ads.
Before partnering with us, the client worked with a previous agency but faced several challenges that hindered their growth. The campaigns lacked a clear strategy, resulting in inconsistent performance and difficulty scaling their ads effectively. High cost-per-click (CPC) and low conversion rates made it hard to generate meaningful revenue without overspending.
Additionally, the client struggled with audience targeting and ad optimization, which limited their ability to reach high-intent customers. With ambitious revenue goals, they needed a fresh approach to revamp their advertising efforts and scale their campaigns profitably.
In August 2023, when we started working together, the client’s Google Ads campaigns delivered underwhelming results. With a total ad spend of $57,376.14, the campaigns generated 15,391,299 impressions and 68,055 clicks, resulting in a click-through rate (CTR) of just 0.44%. Despite this level of visibility, the campaigns only achieved 4,155.04 conversions, with a conversion rate of 0.96%. The cost per conversion was $13.81, and the total revenue generated amounted to $146,236.13. Overall, the return on ad spend (ROAS) was 2.55, highlighting the need for significant improvements in targeting, ad relevance, and cost efficiency.
To overcome the challenges posed by previous campaign inefficiencies, we started with a complete audit of the client’s existing ads to identify gaps in targeting, messaging, and performance. Based on our findings, we built a multi-channel strategy designed to scale their campaigns while maintaining cost efficiency.
We utilized a variety of campaigns, including Performance Max, Search, Display, Dedicated Video Ads, and Demand Gen campaigns, to ensure broad reach and engagement across multiple touchpoints. This approach allowed us to target high-intent customers, such as contractors and homeowners actively searching for home improvement materials, while also building brand awareness among new audiences.
We revamped ad messaging and visuals to highlight the client’s key value propositions, such as competitive pricing and product quality. Tailored ads were crafted to resonate with both professional and DIY audiences, driving stronger engagement and click-through rates.
To ensure scalability, we structured a robust testing process. By testing different creatives, audience segments, and keywords across campaign types, we identified the highest-performing combinations and allocated budgets accordingly. This iterative approach allowed us to scale campaigns profitably while maintaining consistent returns.
After 7 months of working together the campaigns exceeded expectations, achieving $616,076.10 in revenue for April. With a total ad spend of $89,477.84, the campaigns generated 15,513,895 impressions and 69,938 clicks, resulting in a click-through rate (CTR) of 0.45%. The cost per click (CPC) averaged $1.28, highlighting cost-efficient traffic acquisition.
The campaign delivered 6,115.92 conversions with a conversion rate of 2.81%. The cost per conversion was $14.63, showcasing exceptional efficiency. The return on ad spend (ROAS) reached 6.89, meaning every $1 spent generated $6.89 in revenue.
These campaigns highlight the transformative power of a data-driven advertising strategy. By prioritizing high-intent users and creating tailored, impactful messaging, we enabled the client to overcome the challenges of previous underperforming campaigns and achieve their ambitious revenue goals. The results showcase that, with the right strategic approach, businesses can turn past inefficiencies into substantial revenue growth and profitability.
Through a data-driven and customer-focused approach, we transformed the client’s Google Ads performance, turning previously underperforming campaigns into a significant revenue driver. By targeting high-intent users, crafting tailored messaging, and optimizing every aspect of their strategy, we delivered measurable growth and profitability. This case study highlights the power of strategic advertising to achieve remarkable success in a competitive market.
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