Lighting Up the Path to Growth
How a Smart Strategy Took an LED Lighting Business from Steady to Soaring
Client Overview
An ecommerce company specializing in commercial and industrial LED lighting solutions, offering energy-efficient products that help businesses reduce their energy consumption. The client needed a scalable paid search strategy to increase their online sales and reach more commercial buyers.
Challenges
The company faced several challenges in scaling their paid search efforts, including:
Limited Return on Ad Spend (ROAS): The client was struggling to achieve a scalable ROAS as they grew their ad spend.
Scaling Ad Spend Effectively: With plans to increase monthly spend from $20K to $50K, they needed a strategy to ensure the extra spend would drive profitable returns.
Optimizing for Top Products: The client needed a more structured approach to ensure the right products were getting the right visibility, and they wanted to focus on top-performing products while managing a diverse product line.
Strategy
pMax Campaign Structure
We created a Performance Max (pMax) structure to highlight top products, optimizing across all Google Ads channels (Search, Display, YouTube, etc.)
Targeting High-Intent Keywords
We expanded targeting to focus on high-intent searches for specific LED products, ensuring ads reached the most relevant customers.
Google Ads Automation
We utilized automation to adjust campaign performance in real-time, improving ad relevance across various platforms.
Focusing on Top Products
We prioritized ensuring the top-performing products received the right visibility within the pMax campaign.
Scalable Bidding Strategy
We used Target ROAS bidding to scale ad spend while maintaining a profitable return, automatically optimizing for conversions and revenue.
Ongoing Optimization
Continuous monitoring and adjustments kept the campaigns aligned with evolving goals, improving performance with real-time data.
RESULTS
The Outcome of a Focused, Data-Backed Approach to Ecommerce Campaign Structuring
Scaled Monthly Spend from $20K to $50K: The campaign structure successfully supported the client’s expanded budget, ensuring that the increase in spend was used efficiently.
Achieved a 2.5x ROAS: By focusing on top-performing products and optimizing pMax campaigns, the company achieved its target return on ad spend.
Increased Ecommerce Revenue by 45%: The combination of strategic targeting and effective spend allocation led to significant revenue growth.
Improved Cost Efficiency: With a targeted pMax structure, we reduced cost per conversion while maintaining high-quality leads.
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