234% year-over-year growth for a shop selling care products
As a Google Ads agency, we regularly achieve huge revenue increases for online shops and build campaigns with the best keywords.
01 · Overview
Overview
Because of Germany's age structure, demand for care products is enormous, and there are many competitors in the market. That's why the operator of a German online shop turned to us to achieve even more conversions with Google Ads.
The provider offers a wide range of items specifically for caring for relatives at home: from bed protection pads to liners, pants and diapers to gloves, disinfectants and more. Everything related to this topic is available from them.
In addition, it is a certified partner of health insurers, through which buyers can have part of the cost reimbursed.
02 · Challenge
Challenge
There was already an account that was running quite well in itself, with initial revenue of €20,000 to €25,000 per month. The shop operator, however, wanted to win more new customers while preventing competitors from pushing it out of the market because of Corona. The pandemic and lockdown increased home care for relatives, and with it demand for care products.
This was partly because nursing homes couldn't admit new residents, and partly because more people had to or were able to stay at home and therefore had more time to care for family members themselves.
Since a single customer was already very profitable at about €720 in revenue per year, the shop operator was content, before we got involved, with €100 cost per conversion and only 20 to 30 customers per month through Google Ads. We knew, however, that this was quite expensive, and we saw clear room for optimization.
Besides running paid ads, our biggest challenge was the long customer journey with its high drop-off rate. The website also had some weak points, such as a poor conversion rate, slow load time or low image quality.
03 · Strategy
Strategy
Since the Google Ads account had already been running for a while, it was quickly clear to us which keywords were already working and well established in the structure. We built on that to pursue our goals and test different campaigns with different keywords.
So that our client could see more new customers and higher profitability, we optimized not only audience targeting and ads but also adjusted website performance and product images. This fixed the user experience problems in the customer journey and helped our client achieve significantly more revenue.
Because disinfectants were suddenly sold out almost everywhere during the Corona pandemic and demand could hardly be met, Google changed enormously the way ads for such products were served. Creativity was therefore called for on our side: we skillfully adjusted all relevant campaigns so they could perform very well despite this circumstance.
04 · Results
Results
Year over year, our successes become even clearer:
- 748 %
- more conversions per month (from 23 to 172)
- 234 %
- Increase in conversion value
- 33 %
- better ROAS
- 64 %
- Reduction in cost per conversion
