Doubling Revenue At A 10+ ROAS Every Month - Newland Poultry

The Client - Newland Poultry

We’ve worked with independent chicken feed retailer, Newland Poultry, for over four years and have seen the small business go from strength to strength, gaining a loyal customer base in the Worcestershire region.

The Problem

Like many independent eCommerce sites, Newland Poultry was being held back by a revenue plateau. 

Despite fantastic brand awareness and an excellent reputation crafted by the company’s founder, Sarah, the business had remained at the same size for the past 14 months. 

The root of the problem? The client’s continued growth was restricted to repeat purchases in the local area. What Newland Poutry needed was to break through into the broader UK market and increase eCommerce sales nationwide.

How we solved it

To revive this stagnant revenue plateau, Growf created an omni-channel marketing strategy focusing on paid ads — specifically Google, Facebook, and Instagram ads. 

We value the importance of understanding each of our client’s industries and customers. For instance, recognising that the chicken supply retail industry often has slim profit margins meant we could work closely with Sarah to determine which of her 600 products would get the best results from advertising. 

Our refining approach reduced the list to the top 20 products with the best profit margins: Sarah’s own branded feeds. By transitioning to and focusing on these, she would be able to increase Newland Poultry’s profit margins. 

From there, we carried out the following campaigns:

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Google

With Google, we focused on three areas:

• Standard Shopping
• Performance Max (Pmax)
• Search

We placed significant emphasis on Google Shopping and Performance Max, with our search campaigns picking up the more specific keywords that weren’t covered in Pmax. 

We also created a custom feed using Google Sheets so we could optimise the client’s product titles, descriptions and images, providing more flexibility with Google Shopping.

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Meta (Facebook and Instagram)

Facebook and Instagram ads were also intrinsic to our paid ads strategy. 

Our aim with Meta was to develop top-of-funnel prospecting campaigns that aimed to raise brand awareness and then guide the user to our middle-of-funnel conversion-focused campaigns.

We combined this with bottom-of-funnel remarketing strategies to engage website visitors who were yet to convert.

Once we had the strategy foundation, we continued to make incremental improvements to our campaigns by analysing the data and inputting our ad images and videos into a creative testing framework. This helped us identify what resonated well with users and then improve that further.

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Our Results

We were pleased to see that our paid ads strategy produced significant and consistent results, driving a 10+ blended ROAS per month, and translating to a 100% increase in the client’s eCom revenue. 

With orders overflowing at Newland Poultry, we continue to work closely with the team and drive further revenue. 

If you’d like to increase your eCommerce sales in a similar way, please get in touch to book a discovery call and discuss your requirements, target ROAS, and business goals.