RAFATRAD

CHANNELS: Google Ads

The Challenge

Scaling a neglected Google Ads account with a limited budget.

When we took over the account, performance was flat, and lacked the strategic optimisation required to meet the client’s goals. While there were brief performance surges during seasonal events like Remembrance, Christmas, and Father’s Day, the client sought consistent sales throughout the year.

Performance was also limited by attribution data gaps due to cookie consent issues.

Our Approach

• • Extensive ad copy rewriting and product sales analysis.
  • Exclude Brand from PMAX to help the campaigns scale and reach new customers.
  • Redistribute ad spend to prioritise the best-performing product categories by creating focused asset groups within PMAX.
  • Introduced Standard Shopping campaigns for products struggling with visibility and high-stock inventory, ensuring improved discoverability.
  • Crafted highly specific copy and audience targeting for peak seasonal events to maximise engagement and sales.

Results

Our efforts yielded transformative outcomes:

Record-breaking Christmas Campaigns: During the last holiday season, the campaigns exceeded Q4 sales targets in just two weeks. The high demand generated such logistical challenges that the warehouse had to pause ads early.

Sustained Growth: In the first half of this year (including January sales and Father’s Day, but excluding major events), revenue soared by over 400%, while critical performance metrics also improved—CPC dropped nearly 20%, and CTR increased by 54%.

Proactive Stock Planning for 2024: Anticipating high demand, the client prepared additional inventory for Remembrance and Christmas, avoiding the stock shortages experienced last year.