FROM A MONTHLY REVENUE OF £4,095 to £11,685: THE STRATEGY BEHIND THIS BRAND’S EXPLOSIVE GROWTH THROUGH GOOGLE ADS MANAGEMENT AND OPTIMISATION
BREAKTHROUGH CLIENT STUDY SNAPSHOT
THE STORY
Before we stepped in last May 3, 2024, their Ads Account was getting good Conversions and Revenue. However, their Ads Account only had 2 Campaigns with Poor Ad structure, and most, if not all of those Conversions and Revenue were coming from Customers who already know about their business or brand, as the Conversions and Revenue were being generated through their “Brand Search Campaign” that only has their Business Name as their keyword. Hence, they were simply paying for Traffic and Conversions that they could have acquired otherwise, through Organic traffic, resulting in excessive and unnecessary Ad Spend.
It's not inherently "bad" to get conversions through your brand keywords in Google Ads, as they represent valuable, high-intent traffic. However, it becomes a concern when most/all of your conversions are solely from brand keywords and Ads. If you're failing to introduce your brand to new potential customers who haven't encountered it yet, you're limiting and missing out on a huge potential for growth in the market.
On top of that, their conversion tracking wasn’t set up properly. Resulting in over-reporting of Conversions and Revenue in their Account Dashboard.
Their Ads Account and Campaigns were not properly set up. And Recent performances were limited due to the lack of proper Campaigns in their Account and lack in proper Audience targeting, limiting their Ads reach and potential for growth.
But we saw great potential in their brand/business. After scanning their Account and Ads performance data, we saw a significant volume of traffic and observed that they have an Established Customer Base. They have a significant number of existing customers who have purchased from them before and may be repeat buyers.
A large number of people are familiar with their brand name and the products they offer are high-demand products, as they are made for a wide range of Audiences, including music lovers and music professionals.
We just needed to work on fixing their conversion tracking first, set them up with a combination of properly set up campaigns and broaden their Ads reach, to target both existing and new customers to scale their Google Ads Account and grow their ROI.
THE EXPERIENCE
THE RESULTS
Within just a month of managing and optimizing their account from May 3, 2024, we’ve already seen improvements in their Ads performance. The increase in Revenue may not be that impressive yet, and their overall Conversions were fewer, but they had a Lower Cost per Conversion, Lower Overall Cost, and Higher Revenue, which resulted in a better ROI.
And by the 2nd month, we were shocked to see the numbers skyrocket to 119 Conversions, and £6,123 in Revenue. A significant increase from 92 Conversions and £4,095 in Revenue,
Which is a big difference in such little time! We have anticipated a good outcome but we didn’t expect to see results that fast In just less than 2 Months.
And now, the screenshot above shows the average number of Conversions and Revenue we are getting for their Business, and continuously improving. This previous Month of March 2025, they got a total of 224 Conversions and a Revenue of £11,685 which is a growth of roughly 3X since we stepped-in.
When we took over this account, it only had 2 campaigns in the account, with poor ads structure that lacks ad copies. All conversions and revenue were coming from their brand campaign, which are technically customers who already know them. Which means they’re paying for traffic and conversions that they could have acquired otherwise, through free organic traffic, saving them significant amounts of money.
They had no ads in place that targets new customers, and we’re missing out on a huge search volume and revenue. Leaving significant potential revenue untapped. Without proper conversion tracking setup, well organised and structured campaigns, the brand was unable to showcase their wide variety of products and collection through their Google Ads.
And they missed out on important data reports, as well as generating good quality traffic, aside from sales and revenue.
Poorly Managed Ads Account and Campaign
THE PROBLEM:
To turn things around, we started by reviewing and setting up their conversion tracking properly, creating new conversion actions to track valuable events such as add to cart, begin checkout and most especially purchases, while ensuring accuracy.
We also made sure that the proper Merchant Center, Shopify, Google Analytics 4 Property and Ads Account were linked properly, ensuring that all their products are eligible to show on their Shopping Ads, and that we are able to track and monitor valuable data, from details about their Audiences such as Demographics, their activities such as products they viewed, added to cart or purchased. All Sales and Revenue generated and down to the smallest details that we can review and use to further implement optimisations in their Ads Account and Campaigns accordingly.
Then we proceeded with setting up new Campaigns of different types in their Account, creating retargeting/remarketing Ads, and targeting both existing and new customers who haven’t heard of their brand yet, across all of Google's advertising channels, such as the following:
Google Search Network
Google Display Network
YouTube
Gmail
Google Maps
Google Discover
Google Shopping
Which opened a lot of doors for their Brand, resulting in the growth of their Google Ads Conversions and Revenue, as well as significantly improving their brand awareness and expanding their Customer base and Customer Lifetime Value (CLV).
Campaigns Setups and Optimisation
THE ACTION
THE TURNING POINT
The Formula
Our strategy with this brand was highly successful, but it’s important to note that results can vary across different business/accounts. While our optimizations played a big role in driving growth, this account had key advantages that contributed to its success.
An effective strategy, relevant targeting, high-quality ads and landing pages, and a deep understanding of your audience are equally important for achieving your advertising objectives. We need to combine the art of marketing with the science of data analysis to truly excel in Google Ads.
This business is capable of targeting and providing their products to multiple Countries/Locations, has an established customer base, and has a wide range of products to offer. And their products itself was a major factor. These are well-known, valued and high-demand products for professional and aspiring musicians alike, as well as music lovers of various music genres. Meaning, customers frequently go online to search and purchase these products, naturally driving a significant volume of searches/traffic which also contributed to their Google Ads Success.
If you are interested in strategy and results, then it’s time to