+103% more annual revenue thanks to Google Ads for the pasta manufacturer Zia Pina
With our solutions for paid advertising, we help retailers and manufacturers become even more successful online and win more and more new customers.
01 · About the company
Business
The pasta manufacturer Zia Pina has been producing a variety of Italian pasta products since 1984, for end customers as well as for restaurants and wholesalers.
Their credo: only high-quality ingredients without additives, relying sustainably on many regional and seasonal raw materials.
Besides pasta specialties such as tortellini, filled agnolotti and noodles, the range also includes gnocchi, with and without filling, as well as other Italian delicacies.
02 · Our marketing challenge
Challenge
The pasta manufacturer Zia Pina had already launched its own campaigns with Google Ads, email marketing and Facebook Ads for some time. At first, some ads still paid off, as prices were still reasonable back then.
In 2020, however, the conversion costs of the running campaigns became so expensive, at almost 45% of the basket value, that it was time to let Google Ads experts take the wheel. That was the start of our collaboration.
Another challenge was that only a small ad budget was available, so little data could be collected for optimization potential.
The low ad budget at the time was also partly due to the management having little trust in Google Ads as an advertising channel because of poor results with other agencies.
The search volume was also relatively limited, so a high conversion value was essential to the success of the measures.
The homepage also had to be reworked, as it had too high a bounce rate among leads.
03 · Growth strategy
Strategy
First, we reviewed the campaigns for their settings and functionality and removed all those that did not deliver the desired results.
In the next step, the ads were optimized with regard to extensions, text ads and descriptions. We also took care of the display path, which we filled out and adjusted to make even better use of the structure of the best ads.
For the Shopping ads, we reconnected the data feed and prepared and re-set up the product data to give Google the best possible data quality, because the more precise this information is, the more accurately the search engine can take only the relevant data into account.
By monitoring the campaigns, we also learned which type of ad runs most profitably and in which season. Some campaigns work better in certain months and on special occasions (such as Halloween, Thanksgiving, Christmas) than others.
The last component was optimizing the website: some factors significantly lowered the conversion rate, so leads didn't turn into actual customers as desired. With a thorough website analysis, we successfully mastered this challenge as well.
04 · The results achieved
Results
Despite the limited data, we achieved very good results for a small account.
Our proven strategies meant the account more than doubled revenue for the manufacturer with the same ad budget. The adjustments to texts and assets raised ad relevance along with CTR, which paid off directly for our client in lower click costs.
All in all, our optimizations let us more than double annual revenue from Google Ads!
- 115 %
- more conversions
- over 114%
- more conversion value
- 41 %
- lower cost per conversion
05 · The results achieved
Customer testimonial
“Thanks to the support […] we now reach significantly more new customers through the Google Ads channel and can make even more food lovers happy. I'd especially like to highlight the always transparent and fair collaboration, which I haven't experienced in this form with any other agency.”
Björn Butz
Owner of pastamanufaktur.de
