Driving Direct-to-Consumer Sales Through Strategic PPC

Jimmy’s Iced Coffee is a popular drinks brand with a loyal following and strong retail presence. While the brand had established itself on supermarket shelves and in independent stockists, the opportunity to grow direct-to-consumer sales through its own website remained largely untapped.

The challenge was straightforward but commercially significant: capture existing demand from people already searching for the brand, find new customers who were searching for iced coffee more broadly, and convert that traffic into online purchases — whether one-off orders, subscriptions, or bulk buys.

Jimmy’s partnered with Atelier to build and manage a PPC strategy incorporating both Search Ads and Google Shopping, designed to maximise revenue from their online store.

Google Shopping

Product ads were set up across the full catalogue to ensure Jimmy’s appeared prominently when users searched for iced coffee products. The campaign was refined continuously — filtering out non-converting search terms, adjusting bids by product performance, and ensuring the product feed was optimised to surface the right items for the right queries. This ongoing refinement kept cost per acquisition tight while scaling volume over time.

Search Ads

Search campaigns served a dual purpose. First, they captured brand traffic — ensuring that anyone searching specifically for Jimmy’s Iced Coffee landed on the website rather than a third-party retailer. Ad copy was kept current, reflecting new product launches, subscription offers, and seasonal promotions as they arose.

Second, the campaigns targeted competitor search traffic. Users searching for established names like Nescafe and Kenco were presented with Jimmy’s as an alternative, opening up an acquisition channel that brought genuinely new customers to the brand at a competitive cost.

Campaign expansion

As the account matured, new campaigns were developed to support specific commercial priorities. Dedicated campaigns were built for business subscriptions and bulk buying — targeting offices, cafes, and trade buyers searching for volume supply. Additional campaigns highlighted specific product attributes such as low calorie options, capturing intent from health-conscious buyers who might not yet have been aware of the brand. Each new campaign layer was tested, measured, and refined before scaling.

The paid search strategy delivered sustained, profitable growth across the account:

• Conversion value grew by 30% year on year, driven by continuous campaign refinement and expansion into new audience segments
• Click-through rate increased by 102% year on year, reflecting sharper ad copy, better keyword targeting, and improved product feed optimisation
• Brand traffic successfully redirected to the Jimmy’s website, reducing reliance on third-party retailers for online sales
• Competitor search traffic captured from major brands, establishing a consistent stream of new customer acquisition
• New revenue streams opened through dedicated campaigns for subscriptions, bulk buying, and product-attribute targeting
• Ongoing optimisation maintained, with campaigns continually refined to reflect new products, promotions, and seasonal demand patterns