A building materials brand selling online wanted to grow sales through Google Ads without wasting budget on the wrong clicks. We built and managed a campaign structure designed to send high volumes of relevant traffic to a store that was ready to convert it, and measured everything against conversion value.
The brief
Home improvement and building materials is a competitive space in paid search, with national retailers bidding on the same terms. The brand needed a Google Ads account that could compete on the products where it had a genuine advantage and drive volume without the cost per sale running away.
The brief was clear: more sales from the store, tracked properly, with spend judged on the value it returned. The brand had invested in a store that converted well, so the task was to fill it with the right visitors at the right cost, and to prove the return rather than assume it.
What we did
We built the account around product and category intent, with Search campaigns covering the ways people describe what they are trying to buy and Shopping campaigns putting individual products, with prices and images, in front of people comparing options. Negative keywords and tight match types kept the traffic relevant.
Conversion tracking was set up to record purchases and their value, so the account could be optimised toward what the sales were actually worth rather than how many clicks it bought.
We reviewed search terms, bids and product performance regularly, moving budget toward the categories and products that converted best and tightening or pausing those that did not. The store itself was already a strong converter, so our job was to keep feeding it the right visitors.
Why it works
Volume only matters when the traffic is relevant and the store converts it. By combining Search and Shopping and filtering aggressively, the account delivered a high number of clicks from people with buying intent, and the store did the rest.
Optimising to conversion value rather than cost per click keeps the focus on revenue, which is what an ecommerce brand actually cares about.
The result
The campaigns drove nearly 30,000 clicks to the store and generated £47k in tracked conversion value.
Frequently asked questions
Do you run Google Ads for online shops?
Yes. Ecommerce is a core part of our Google Ads work, with Search and Shopping campaigns set up around products, categories and buyer intent.
How do you track sales from ads?
We set up conversion tracking that records each purchase and its value, so the account is managed against revenue and return on ad spend rather than clicks.
Is my store ready for paid traffic?
We check that before spending. If the site has issues with speed, mobile usability or checkout, we flag them first, because ads only work when the store converts.
How quickly can a Google Ads campaign start?
A new account can usually be built and live within a couple of weeks, with optimisation continuing from there.
Are there long contracts?
No. We manage Google Ads on rolling monthly terms, and as a Google Partner we offer a free audit of any existing account.