Stairparts Direct are a local business around Consett that deliver throughout the United Kingdom. They are manufacturers of spindles, handrails and key essential lines required to construct beautiful staircases. Climb & Conquer were appointed to manage the companies Google Ads account, working alongside their operations manager, director and previous shareholder that managed the Google Ads account.
The business spends a sizeable amount on Google Ads and drives a significant part of the businesses overall turnover. As the business has a big operational aspect to the business we knew how to handle the account.
This is a live work piece and we wanted to showcase the methodology of how we’ve setup and ran with this account.
Key considerations:
- Ensuring there is no change to turnover – sometimes Google Ads can create massive swings as new campaigns set in. Within a business that has a big operational element, lower orders can be detrimental to staffing, profitability and idleness. We created a strategy which stepped up the campaign without cause swings in revenue.
- We were going into a key trading period, this means any changes we made that went wrong would be amplified in key trading period, we opted to play it as safe as possible with a phased optimisation approach, focusing on isolated ranges so we didn’t see any major swings.
What we have done so far:
- It all started getting to know the business, meeting the directors, meeting previous shareholders who managed their Google Ads account and the operations manager. Creating direct lines of communication – especially with the operations manager who knew the business like the back of his hand; this expertise cohesion has helped massively develop the campaign.
- A warehouse tour – hugely important part of the campaign, it’s very easy to forget there are a lot of jobs held within the business and also refreshing to see these guys have such passion for what they do.
- The business was very reliant upon a handful of campaigns which merged together a great deal of products and ad groups.
- We have diversified the full account to be more modulated, with each key range and product having their own campaigns under a brand new structure.
- We have been working with the business to ascertain key trading lines and optimise these further with feed management and also CSS adoption.
- Ad fatigue – adapting new USPs as the industry are very heavy on certain phrases.
The results so far:
- We’ve helped create a structure which allows the business to tone up or down ranges based on performance, as opposed to the large campaigns developed previously.
- We are 3 weeks into campaign management and we are seeing solid growth in the key ranges we have modulated and optimised.
- Overall business ROAS hit a high level week 2-3 into the account.
- We are approximately 8 weeks away from the first QBR and will update these figures once we have them, so far so good.
