PB Express Liquor
Growth through Google Ads Case Study
The Client
PB Express Liquor is a family-owned business in California that offers high-end spirits bottled from all around the world. Their reputation for outstanding service has earned them hundreds of glowing reviews from their customers.
After months of running the ads with agencies and in-house with inconsistent results, I was tasked with turning the ads profitable and scaling their revenue at a crucial time of the year.
The Challenges
One of the world’s most intensely competitive marketplaces for liquor online is the state of California. Due to this, the account had been struggling to achieve sustainable returns on tight margins and dynamic product costs.
The holiday season a year prior showed them what success could start looking like online, however, the months following waned and remained frustratingly low.
They needed dependable performance at returns that made sense for their business.
My Solution
Immediately, I familiarized myself with the details of both the business and the account. Switching to a POAS (Profit Over Ad Spend) strategy and setup.
After thorough analysis, new campaign structures with more sensible product segmentation were implemented. This allowed tighter control on the budget allocation, allowing profit drivers to grow, and low performers to be more capped.
Product title optimization was also prioritized to improve ad exposure on Google Shopping.
Finally, careful scaling of budgets ahead of expected traffic spikes allowed Google Ads’ machine learning the maneuverability to quickly accumulate data and grow when the opportunities came.
The Outcome
The store has continued to grow toward its potential as an online provider of high-end spirits from around the globe.
The new campaign structures, optimized product data, and meticulous attention to profit margins resulted in a holiday season of 2.6X revenue from the previous, +70% higher order volume, and an 110% greater return on ad spend.
The business continues to become a larger player in this extremely competitive marketplace, gaining new loyal customers daily.
The results after the first 3 months of my management:
+110%
Increase in ROAS
+260%
increase in revenue
+68%
Increase in new customers
+70%
Increase in order volume
1
Very happy client