19.5 ROAS generated for a new Google Ads account
Client Overview
Peter Bradley is the third-generation owner of Mid Ulster Garden Centre, a family-run business based in Northern Ireland.
Established in 1973, the garden centre initially launched a Shopify website 11 years ago as a supplementary sales channel, but it has now become essential, generating millions in annual revenue.
The Brief
Following rapid growth during the pandemic, Mid Ulster Garden Centre faced a significant sales decline post-pandemic. Although the economy was partly to blame, weather has been the major contributor. Peter also initially tried managing Google Ads himself but struggled to get any conversions.
Peter explained:
“The past two years we’ve had two bad summers in a row…in our case, we’re more affected by weather than the economy. I did try it myself for a time and… that was a bit of a disaster. We were burning 20 pound notes!”
The Strategy – What did we do?
After speaking with Peter, we initially considered starting with Performance Max (PMAX) campaigns, targeting NI, GB & ROI. However, due to limited historical sales data, we opted for a more targeted approach.
- Performance Max (PMAX): Our PMax campaigns focussed on high-value items, backed up with standard shopping campaigns.
- Standard Google Ads Campaigns: We also created targeted search ad campaigns for best sellers.
- Conversion Tracking: We also implemented precise tracking for sales, phone calls, and email enquiries, so that we could accurately measure campaign performance.
- Product Feed & Merchant Centre Optimisation: Finally, we resolved multiple issues causing disapproved products, we also optimised the feed and improved visibility on Google Shopping.
The Results – What did we achieve?
Our targeted approach delivered significant success for Mid Ulster Garden Centre:
- High-value six-figure revenue generated through Google Ads within a short timeframe of 8 months.
- ROAS of 19.5:1, meaning for every £1 spent, we generated £19.50 in revenue.
- Google Ads AOV (average order value) was 49.66% higher compared to their overall online store average.
- Total order volume increased by 36% compared to the previous year.
Mid Ulster’s increased visibility also resulted in competitors quickly noticing competitive pricing adjustments. Peter highlighted:
“If we go below the recommended selling price, we always get noticed by competitors. If our competitors are seeing us, then the public’s seeing us, so exposure really is the biggest advantage.”
A year later and sales revenue is significantly up. The Return on Ads spend is excellent and overall sales from Google Ads & Shopping is a big factor.
Don’t just take our word for it!
“Codefixer were the first to come back and were the most positive… [they] are very responsive and quick to reply to my questions… [their] replies are accurate and helpful — that’s something that I value highly. They are genuinely invested in my business and enjoy it when things work.”
Peter Bradley, Managing Director of Mid Ulster Garden Centre.