CASE STUDY

Roofing Kits Direct – Google Ads

Roofing Kits Direct originally approached us in 2020 to help them with their PPC/Google Ads campaigns which they had been managing internally but needed to improve performance.

 

Our initial audit found that the accounts campaign structure was limited, campaigns had low clickthrough rates due to broad targeting and conversions were being tracked twice.

When we took over management of the Google Ads campaigns the main objective was to improve the accuracy of conversion tracking, get visibility for other product ranges and improve efficiency of the existing campaigns

As we’ve been working with Roofing Kits Direct for nearly 4 years, we’ll break down the journey we’ve gone through with their account management and how it’s responsible for doubling their turnover in 2023.

PPC Strategy

The strategy has been continuously evolving, however in the last 18 months is where we’ve seen the largest amount of growth. In this time, the client has introduced a new range of products to their existing catalogue, we’ve been working to specifically improve ROAS metrics whilst getting a deeper understanding of the customer and their buying behaviour.

We began by launching Shopping campaigns for each new brand whilst making significant improvements to the generic search campaign to get this performing more efficiently. Introducing Target Return-on-Ad-Spend bidding strategies, using product feed optimisation techniques and landing page optimisation have been some areas which have helped to improve key metrics.

At the end of last year, we introduced feed-only Performance Max campaigns alongside each key product range which tripled our clients sales year-on-year and we’ve continued to build campaigns based on the data to introduce untapped opportunities.

Revenue increased by

617%

Conversion Tracking

Initially conversion tracking was fixed to help us grow the account whilst accurately tracking conversions. However, due to the breadth of changes with the transition to GA4, the inaccuracies that relying on GA4 tags for Google Ads can create and the upcoming changes proposed by Google with improving privacy we decided to introduce some advanced conversion tracking methods to help us scale the account. Sweetcode for WooCommerce provided us with a plugin solution to streamline an advanced conversion tracking setup. Once implemented, we were able to work with an 100% accurate data set which is going to be invaluable for continued growth on this account.

Ad spend return increased by

114%

Conversion Rate Optimisation

After reviewing campaign performance, landing page experience and basket abandons we installed Hotjar to record some user journey’s and uncover some insights in how we could improve conversion rates overall which would then directly benefit the Google Ads campaigns.

Our web teams recommendations were to implement a multi-step checkout process, consider a product price comparison tool to make it easier for customers to compare prices of the bundles vs the individual products, a shipping cost calculator, open product filters to make it easier for users to find what they are looking for along with a redesign of the homepage.

Conversion rate increased by

100%

Testimonial

Four years ago RKD was a burgeoning one year old start up business. We had addressed PPC in house but knew we were not maximising potentials.

To outsource was an important step for us. We viewed the PPC market place with some trepidation with pressured sales and too-good-to-be-true promises many were offering.

We first spoke to Atelier in a cold call, immediately they offered refreshing reassurance and a different approach from the norm. No overt sales or promises; more ‘let’s meet and see how we could find the right solution, together’.

Frankly, we liked the team ethic they offered, it was the ‘together’ emphasis we really appreciated. Atelier, above anything, really listens to their client - this might sound obvious, but is actually rare.

We have never regretted taking up Atelier on their offer to meet. Their RKD case study reflects the growth and success generated by our relationship and campaigns.

The initial campaigns produced dramatically positive results. Through good communication and proactive management, Atelier have steered and improved the balance of spend against conversion whilst accommodating and guiding RKD through market changes and the challenges we have all experienced since 2019.

We consider our relationship with Atelier has developed into a rewarding partnership and consider them not as an outsource but a vital member of our team.

Put concisely, we recommend Atelier and its people

Neil Sutton, Owner of Roofing Kits Direct

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