B2B & B2C eCommerce
The Client - Handle Hardware
The Challenge:
Overhaul a loss-making Google Ads account.
Handle Hardware are an eCommerce company who are a specialist provider of architectural ironmongery products. The Google Ads account was consistently losing money by averaging a 76% ROAS over the 9 months prior to us taking over the account in February 2020.
The pandemic and resulting lockdowns initially presented unforeseen challenges to Handle Hardware’s Google Ads strategy, leading to a further reduction in ROI. Our challenge was to bring ROAS up to 400%, something the account had never previously achieved. At Hatch, we love making the impossible possible and the results speak for themselves.
The Solution
A complete overhaul was needed in the account due to outdated and mismanaged work that had been taking place in the account. We reorganised campaign structure by introducing themed ad groups and implemented a switch from Manual Shopping to Smart Shopping campaigns. The Smart Shopping campaigns were later split and categorised by level of priority due to the vast number of products on sale. This ensured we could be more fluid with budget allocation and spend the budget on the products that delivered the strongest ROAS, whilst no longer wasting budget unnecessarily.