Festoon House
Growth through Google Ads Case Study
The Client
Festoon House is an Australian-owned and operated outdoor lighting store servicing many of the country’s professional light designers and architects. Their durable lighting is perfect for the harsh outdoor conditions throughout the year, and can be seen in thousands of commercial installations and outdoor venues.
They’re renowned for their dependable quality, accessible pricing, and excellent return and warranty policies.
I came on board to help them scale their revenue to the next level by connecting with new buyers through Google Ads.
The Challenges
Growing sales and customers while maintaining sustainable returns on ad spend is difficult in any industry. For the commercial lighting market, incredibly so.
While residential shoppers were certainly welcome, the audience focus had to remain with the store's core buyers from the professional sector. That made ad targeting particularly tricky, as both types often searched with the same keywords.
Furthermore, ambitious revenue growth requires lots of experiments, which often had to be launched during key sales seasons; which is always risky.
The truly formidable goal set was to scale revenue without dips in profitability.
My Solution
Crucially, I delved deep into the account, competition, and marketplace. Key to the long-term expansion was a methodical approach to budget management and calculating it well ahead of season peaks.
I mapped out a new account structure to keeping with best practices while adopting a radically new campaign type at the time called Performance Max.
Using feed optimisation to leverage high intent B2B keywords and segmenting perfomance max audiences signals. Both B2B and B2C customers were separated to better control.
The Outcome
The store enjoys prominent advertising to an increasingly focused audience segment that is in their market, particularly thanks to the early adoption of the Performance Max campaign type.
2022 saw a +121% increase over 2021, coming through a more than 2.4X growth in order volume, a heavy majority of which were newly acquired customers.
A +2% lift to conversion rate despite intense experimentation and budget expansion underscored how effective the audience targeting and filtering was.
This online store continues to grow its base and prominently advertise to those in search of their lighting.
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The results after the first year of my management:
+121%
Increase in ROAS
+220%
increase in revenue
+2%
Increase in conversion rate
+240%
Increase in order volume
1
Very happy client