Our Solution

The first thing we did was to get back to basics. One of the most crucial elements of any Google Ads account is a solid structure that supports the aspirations and objectives of the business.  

We set about a full restructuring of the campaigns working through the account in a phased approach, so as not to disrupt the whole account in one clean sweep.  

We created a new structure that isolated campaigns based on their product categories as well as their profitability, so we could shift focus from not just Return On Ad Spend, but also Profit. 

We utilised feed rules, labels and product bucketing to identify profit and performance levels for each product. This new structure meant that we could clearly and strategically allocate budgets and set appropriate targets. 

Once we had the base structure in place, we were able to start building out and experimenting with different settings, targeting and assets, and this accelerated our growth in the last 2 months. 

Whilst the main focus was to maximise conversions at the bottom of the funnel, we also ensured that we continued to feed in at the top to support our overall goal for growth. This was achieved through the introduction of new channels and campaign types such as Performance Max campaigns and Meta catalogue ads that focused on acquiring new customers. 

We worked with Internet Reptile in a collaborative way throughout to suggest new offers and angles to attract not just new customers but also build customer retention.