Increasing ROAS by 22% and revenue by 19% with the same ad spend

The client

We recently worked with Bambusliebe, a German eCommerce brand that sells sustainable bamboo hygiene products. The team at Bambusliebe contacted Growf after seeing lacklustre results from the campaigns set up by their existing ad agency.

The problem

The client’s goal was to increase their eCommerce sales and reach a target of 4 ROAS per month with Google Ads. With their current strategies, they were achieving a ROAS of less than 2. This indicated a need for a big change in Bambusliebe’s paid ads approach.

How we solved it

Once we’d spoken with the team at Bambusliebe, we had a clear idea of what we needed to do. The biggest challenge? Targeting potential customers in German!

Our project focused solely on Google Ads, and the existing account covered the following campaign types:

• Standard Shopping 
• Performance Max (Pmax)
• Search 

Growf’s strategy included these campaign types but also introduced remarketing. We tested both YouTube and Display remarketing and found that Display yielded the best results.

The main conversion machine, however, was the Pmax campaign strategy, which consisted of a higher and lower ROAS campaign. For this, we used the 80:20 rule, segmenting our campaigns so that the top 20% of best-performing Bambusliebe products would drive 80% of the revenue. This was our higher ROAS segment. The rest of the products went into our lower ROAS pmax campaign. 

We then used a Search campaign to target the client’s brand name and branded product searches. This helped us limit the number of brand-related conversions in our main Performance Max campaigns. 

The final strand of our strategy was to improve the client’s Google Merchant Center (GMC). With only 70 products to optimise, this was a fairly quick but necessary task. We ensured the client was using Comparison Shopping Services (CSS) to gain 20% cheaper clicks and added reviews to the Google listings. This significantly increased their click-through rate (CTR) and helped them stand out against the competition.

Our results

While the language barrier made creating the ad copy a little more challenging to navigate,  we still managed to significantly improve Bambusliebe’s results before they were acquired by another company. This truly demonstrates that strategy is king!

Under Growf’s management, the client’s Google Ads account improved month-on-month, increasing ROAS by 22% and revenue by 19% — all with the same existing paid ads budget.

If you’re looking for support to increase your eCommerce sales and boost your revenue, we can implement our effective paid ads strategy. Please get in touch to set up a discovery call and discuss your goals.