Google Ads Management Success: Turning $3,360 into $62,319 in Revenue for a Commercial & Industrial Equipment Supplier
About the Client
Electrical Supply Store Online catering to the needs of residential, commercial, and industrial contractors. With a strong physical presence, they boast 11 branches strategically located across the Greater Toronto Area (GTA) and Eastern Ontario.
In 2021, they ventured into the digital realm by launching their e-commerce store. Prior to this, they had already been investing in Google Ads to drive traffic and sales. However, they expressed dissatisfaction with the performance of their ad campaigns.
This sentiment stemmed from their inability to gauge the true impact of Google Ads on their sales, primarily due to conversion tracking.
Opportunities
1. They had no brand campaign. If you searched for their name, you would see their competitors’ names on top of the search results.
2. They had a good website structure but weren’t utilizing a Dynamic Search Ad (DSA) campaign. This meant they were missing out on many search terms for the products they were carrying.
3. They could improve their keyword theme and bidding strategies.
Challenges
While looking at their campaign, aside from having conversion tracking issues, we found out that:
1. Their campaigns had very low CTRs, even for well-known products and established brands.
2. They didn’t have a product campaign segmentation; they only ran one campaign for all the advertised products.
3. Their campaign search impression share was very low, meaning their ads were not competitive.
Services Offered
– Google Search
– Performance Max
– Google Display Network
– Remarketing
Result
In less than 90 days…
- We identified through Google Analytics how the Google Ad campaigns are impacting their buyers’ purchasing decisions.
- We learned that half of the customers complete their purchases on different days. Half of them would buy in the 3rd or 4th week.
- We also identified the visitors’ conversion windows.
- This allowed us to find the peaks and dips in the customers’ purchases and set up a remarketing campaign to get them to return to their abandoned carts and complete their purchases.
- We also identified how many calls and store visits are coming from the ads, and we were able to measure their impact there.
- We increased the number of business accounts opened.
- We generated $62,319 in revenue at a cost of just $3,360. To put that number into perspective, that’s an 18.55X Return on Ad Spend (ROAS).
Top Solutions
Problem #1: Their conversion tracking wasn’t working.
Solution:
- Work closely with their analytics team to install tracking codes on their platform and Google Tag Manager.
- Set up different conversion metrics and their conversion value based on the company's marketing goals.
Problem #2: Their campaigns had very low CTRs, even for well-known products and established brands.
Solution:
- Similar to the SaaS Company case study, we also revised the ad copy using what we know are best practices.
- Write the ad copy based on the advantages of the well-known products and highlight why they should purchase those products from the company.
- Rebuild the campaign ad group structure to improve the keyword themes and create better ad copy.
- Run different campaigns per brand.
