Google Search Campaign Optimisation for Online Paint Shop
Client Online Luxury Paint Shop
Location: London, England.
Industry: Comercio Electrónico
Main challenge
The main challenge was to transform the advertising strategy to maximise ROAS by optimising the budget and ensuring that every pound spent was directed towards users with a high purchase intent.
Mistakes in the strategy previously applied
Before our intervention, the Google Ads campaigns lacked remarketing strategies and optimised targeting. Generic keywords were used without in-depth conversion analysis, resulting in inefficient spending of the advertising budget.
Actions Implemented
My main objective was to improve the return on advertising investment by ensuring that ad spending remained aligned with the business's profit margin.
Strategic Reduction of Advertising Spend
Focus on Keywords with Higher Conversion Rates
Creation of Remarketing Campaigns
Change in bidding strategy
ROAS evolution from March to December 2021, showing steady growth with a notable peak in November 2021 (ROAS of 23.01), before stabilising at high levels. This graph illustrates how the strategic optimisation of campaigns drove a significant increase in advertising return on investment.
Campaign Performance Summary
Average ROAS
Achieving sustained profitability.
Conversion Rate
Lo que representa una mejora significativa desde el 0.90% inicial en marzo.
CPA
Reducción del CPA en un 92.6%, optimizando el costo de cada conversión
Results
Esta optimización no solo permitió escalar la rentabilidad de la cuenta, sino que también alineó la inversión publicitaria con los objetivos financieros de la empresa. Gracias a ajustes estratégicos en la optimización, segmentación y control de costos, se logró transformar una cuenta poco rentable en un caso de éxito con un retorno sólido y sostenible.
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