Introduction
Brennan, a specialist in high-quality CD jukebox systems, was struggling to maximise the performance of their online advertising. Despite having a unique product offering, their digital marketing efforts were not delivering the desired return.
Through a strategic overhaul of their Google Ads, product feed, website conversion rate optimisation (CRO), and Meta-advertising, we achieved:
✅ 98% increase in revenue
✅ 270% increase in Return on Ad Spend (ROAS)
This case study breaks down the key areas that led to these exceptional results.
1. Product Feed Optimisation
One of the biggest limitations in Brennan’s Google Shopping performance was the state of their product feed.
Challenges Identified
🔹 Weak product titles & descriptions: Titles were too short and lacked essential keywords that potential customers were searching for.
🔹 Poor product imagery: The images looked amateur compared to competitors, reducing trust and perceived value.
🔹 Limited manual feed management: With fewer than 10 products, Brennan was using a manually uploaded feed, giving us direct control to make optimisations.
Improvements Implemented
Product Titles
We restructured the product titles using a data-driven approach:
✔ Competitor analysis – Identified the most effective title structures in the market.
✔ Keyword research – Mapped out high-converting search terms.
✔ Historical performance review – Analysed search term reports to find what had previously led to conversions.
We found that potential customers searched for Brennan’s products in three main ways:
- CD Player
- CD Ripper
- Hi-Fi System
However, none of these were originally included in the product titles. By incorporating these keywords and front-loading the most important terms within the 150-character limit, we saw an immediate uplift in performance.
Product Descriptions
The original product descriptions were brief and lacked search relevance. We expanded them to 1,500 characters and ensured they included the most searched-for terms, improving visibility and engagement.
Product Imagery
High-ticket items (ranging from £250 - £700) require a premium feel to instil trust. The original images lacked professionalism, potentially deterring customers.
Solution:
We had the products professionally photographed, producing multiple high-quality images that significantly improved the brand’s credibility and conversion rates.
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2. Campaign Strategy: A Full-Funnel Approach
To maximise performance, we structured Brennan’s Google Ads campaigns across all stages of the funnel:
Top-of-Funnel (TOF) – Awareness & Discovery
🔹 Utilised historical display campaign data to refine audience targeting.
🔹 Improved exclusions and introduced stronger ad creatives.
Middle-of-Funnel (MOF) – Consideration & Engagement
🔹 Ran a Performance Max (PMax) vs. Standard Shopping test to determine which yielded the best ROAS.
🔹 Tested feed-only vs. full-asset PMax campaigns (images, videos, copy). Both performed similarly, so we continued with both approaches.
🔹 Created a dedicated non-branded search campaign to capture high-intent traffic without relying solely on PMax.
Bottom-of-Funnel (BOF) – Conversion & Retargeting
🔹 Branded Search Campaign – Ensured competitors couldn’t bid on the brand name and take potential customers.
🔹 Dynamic Remarketing Campaign – Retargeted website visitors who hadn’t yet converted, bringing them back into the funnel.
3. Meta Ads Expansion – Omnichannel Growth
Recognising the importance of a multi-channel approach, we launched Meta (Facebook & Instagram) advertising to complement Brennan’s Google Ads strategy.
Top-of-Funnel (TOF) – Prospecting
To reach new audiences, we tested 7 different messaging angles, refining the approach based on performance.
Bottom-of-Funnel (BOF) – Retargeting
For retargeting, we focused on objection handling by leveraging risk-reversal messaging, such as:
✔ “No-quibble 30-day money-back guarantee”
✔ “12-month warranty”
✔ Addressing FAQs directly within ad creatives
This approach helped increase conversions and reduce drop-off rates from users who were hesitant to purchase.
4. Website Conversion Rate Optimisation (CRO)
Beyond ad performance, we identified that Brennan’s website was underperforming in conversion rates and Average Order Value (AOV).
Solution: Full Website Redesign
We completely revamped the site’s design, improving:
🔹 User experience (UX) – Cleaner layout, improved navigation, and better product presentation.
🔹 Conversion elements – Stronger call-to-action (CTA) placements, trust signals, and enhanced mobile experience.
The impact was immediate—higher conversion rates and increased AOV, improving the overall profitability of all ad campaigns.
Results & Key Takeaways
🚀 98% increase in revenue
📈 270% increase in ROAS
What made this campaign a success?
✅ Holistic approach: We didn’t just focus on Google Ads—we optimised everything that affects conversions.
✅ Product feed excellence: Well-structured product data improved Shopping campaign performance.
✅ Omnichannel expansion: Meta Ads provided additional touchpoints for customers.
✅ Website optimisation: A better website experience maximised traffic value.
The key lesson? eCommerce success isn’t just about ad spend—it’s about optimising your entire digital landscape.
Want Results Like These? Let’s Talk.
If you run an eCommerce business generating £50,000+ per month and want to scale your revenue profitably, book a call with us today.
👉 Schedule a Free Strategy Call
Let’s discuss how we can apply these proven strategies to grow your brand.
