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Hatch’s Paid Ads team helped deliver record results for Handle Hardware, one of the UK’s leading ironmongery products retailers.
Google Ads
Handle Hardware is a specialist eCommerce provider of architectural ironmongery products, catering to a niche but highly competitive market. Seeking to expand their online reach and maximize profitability, Handle Hardware turned to Google Ads. This case study explores how a strategic overhaul of their Google Ads account enabled them to significantly boost their key performance indicators, achieve record growth, and strengthen their brand presence.
Consistent Losses
Pandemic Impact
Consistent Losses: The account had been averaging a 76% ROAS over nine months, leading to unprofitable ad spend.
Pandemic Impact: Lockdowns during the pandemic further strained their Google Ads strategy, reducing ROI and complicating customer acquisition efforts.
Unrealised Potential: The account had never achieved a 400% ROAS, a benchmark set by Handle Hardware as their target for profitability.
I have been working with the team at Hatch for many years now and after just the first couple of months I saw fantastic results. The team is honest, knowledgeable and always goes the extra mile, even helping with website issues outside of PPC. I would highly recommend Hatch to any business looking to improve their digital marketing.
Google Ads
Campaign Restructuring: Reorganised the account with themed ad groups, ensuring better alignment of ads and keywords for improved relevancy and performance and Transitioned from Manual Shopping campaigns to Smart Shopping campaigns, leveraging automation to optimise bids and placements.
Prioritised Budget Allocation: Split and categorised Smart Shopping campaigns by priority levels, allowing for more granular control over budget distribution and allocated more budget to high-performing product categories, ensuring maximum ROI while minimising wasteful spend.
Performance Optimisation: Regularly monitored and fine-tuned campaign settings, focusing on audience targeting, bidding strategies, and ad creatives to drive better engagement and conversions and implemented data-driven decision-making to continuously adapt to market trends and user behavior changes during the pandemic.
Through a strategic overhaul of Handle Hardware’s Google Ads account, we turned a loss-making operation into a powerful revenue driver. By leveraging Smart Shopping campaigns (and later Performance Max campaigns), precise budget allocation, and performance optimisation, we not only achieved but exceeded the client’s ambitious goals. Handle Hardware is now well-positioned for sustained growth in the competitive ironmongery market, with a high-performing Google Ads account as a cornerstone of their digital marketing success.
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