Background

This UK retailer sold professional forestry and arborist equipment to trade buyers, local authorities and serious hobbyists.

They arrived with a single DIY Google Shopping campaign that delivered steady sales but left much of the value untapped.

The Brief

build a grown-up Google Ads account across Shopping, Search and Display, scale online revenue hard, and protect margin while stock and warehousing catch up.

Objectives

• Drive profitable revenue growth from Google Shopping, Search and Display

• Increase order volume without trashing margin

• Push priority product lines and manage stock constraints

• Use the existing budget as efficiently as possible before any increase

Strategy

We started with the commercial picture. Product margins, stock levels, average order values, seasonal peaks, and the lines that truly mattered for profit. Items were high value, but didn’t have huge profit margins.

Audience work came next. We built segments around three core buying groups: trade customers, public sector buyers and high-intent hobbyists, then added custom in-market and affinity audiences to match.

We created highly targeted search campaigns that focused on bottom-funnel intent: SKUs, part numbers and specific product phrases from real queries, chosen for purchase intent rather than volume.

We restructured Search with tight, single-theme ad groups that mirrored the site’s product taxonomy. Applying best practices to this account improved quality scores and kept the budget flowing into the highest-margin categories. This had a big uplift on sales, and soon the company needed to scale.

Execution

Every high-value search term had aligned ad copy and landing pages built to move serious buyers through to checkout fast.

Shopping moved from a single catch-all setup to a structured, priority-led feed. High-margin and high-volume products sat in their own campaigns and bid strategies. Lower-value items sat in tightly controlled catch-all groups.

Display ads supported the rest, bringing in potential new audiences. We used remarketing and audience overlays to keep repeat buyers in play and recover abandoned baskets, instead of chasing cheap impressions.

Within three months, blended ROAS across Google Ads reached 122x. That tripled the return of the DIY setup and turned Google Ads into a core sales driver.

Optimisation and scale

Seasonality in this sector is an obvious pitfall. To counter this, we used historical performance and live search data to shift budgets between product lines as demand shifted, keeping ROAS tight in both peak and quieter periods.

The budget stayed flat for long stretches. Growth came from pruning weak spend, building higher-value audience lists, and allocating more funding to SKUs that delivered the most substantial profit.

Daily checks on search terms, bids and feed health kept spend where it produced revenue. As performance settled around 169x ROAS, order volume grew to the point where the retailer expanded warehouse capacity.

After the handover

After this growth phase, the business pulled PPC in-house to trim agency fees. Performance softened over time, and the company closed. This case study focuses on the period under our management, when Google Ads ran with clear targets, strict control on spend and a direct link to revenue.