19.5 ROAS generated for a new Google Ads account

Client Overview

• The client is a garden centre business based in Maghera Northern Ireland.
• The client had an ad account that had been used several years ago but had no conversion tracking set up.
• Key coverage areas were NI, ROI & Essex and Home Counties.
• The customer provided a small list of preferred products.
• Website hosted on Shopify.
• We had access to Google Ads, Analytics, Shopify, Tag Manager & Google Merchant Centre.

The Brief

• Prior to hiring us the client had tried Google Ads with some search campaigns focusing on garden furniture.
• The campaigns were getting clicks and spending budget but there was no conversion tracking set up and they were underperforming.
• The client had no real presence apart from organic and brand traffic.

Strategy – What did we do?

• We initially wanted to begin with 3 PMAX campaigns targeting each area of coverage, because of the lack of historical sales data we thought this wouldn’t work.
• We started with 1 PMAX campaign targeting ROI and 2 standard campaigns targeting NI & Home Counties.
• We used the smaller preferred product range for PMAX as these were all high ticket items.
• NI used Standard Shopping with the Ad Groups split by Product Type (Garden Furniture, Accessories, Water Features etc)
• Home Counties used Standard Shopping with the Ad Groups split by Brand.
• Set up accurate conversion tracking which covered revenue, calls, emails etc.
• Fixed multiple issues with product feed/Merchant Centre/disapproved products etc.