Garden Furniture Company X Accentuate Agency

High Client Expectations and Skepticism
The client had previously had a bad experience with Google Ads and was anxious about spending too much without seeing results. Regular, transparent communication was key to overcoming these concerns.

Stock Management:
With a significant amount of stock stored in an offsite warehouse, the client needed to balance sales growth with profitability. We monitored stock levels closely, adjusting the target ROAS as necessary to help move stock efficiently without sacrificing margins.

Server Crashes:
Website downtime during the Easter Bank Holiday led to lost sales. We swiftly migrated the site to a new server provider with better scaling technology to prevent future disruptions.

We developed a comprehensive strategy to meet these objectives, focusing on maximising brand visibility and driving conversions for consumers searching for garden furniture in the lead-up to the Spring/Summer season. Here’s how we approached the campaign:

1. Conversion Tracking & Setup We ensured that all conversion tracking was set up correctly, including tracking the value of sales at checkout. This allowed us to calculate ROAS accurately and adjust campaigns accordingly. We then focused on optimising the brand search campaign, alongside testing Google Shopping and collection-specific campaigns to widen the reach and test consumer demand.

2. Brand Search Campaigns Given that competitors were bidding on our client’s brand name, we launched a Brand Name Campaign to ensure that our client was easy to find when consumers searched for them directly. We used compelling ad copy, such as “Meet the makers of Royalcraft” and “Buy direct from Royalcraft,” to highlight their reputation and emphasise direct purchases.

3. Weather-Based Bidding Based on the client’s previous experience with Facebook Ads, where sales surged during sunny, dry weather, we implemented a ‘Bid by Weather’ script. This script dynamically adjusted bids based on the weather in specific regions. For example, when it was warm and sunny, we increased bids, and during cold or rainy periods, we decreased them. This approach allowed us to capitalise on high-conversion periods and reduce ad spend during less favourable weather conditions.

4. Website Optimisation To support the Google Ads campaigns, we worked with the client to improve their website’s performance and conversion potential. We added new pages, such as About Us and Sale pages, which we used as sitelinks in Google Ads. Additionally, following server issues that occurred during a crucial sales period (Easter Bank Holiday), we oversaw a complete server migration to ensure no downtime and better website performance during traffic spikes.

Through our carefully crafted approach and continuous optimisations, the campaign delivered outstanding results:

Sales Value:
Approximately £135,000 in sales generated from Google Ads during the campaign period (April 2023 - September 2023).

Total Conversions:
Roughly 360 total sales/conversions over the six-month period.

ROAS:
The Brand Search Campaign achieved an impressive 1,900% ROAS, far surpassing the initial 600% target.

By the end of the campaign, the client’s offsite warehouse was completely emptied and no longer needed, as sales from Google Ads helped move the stored stock quickly. Moreover, website speeds improved significantly, and the client experienced no further downtime after the server migration.