Success Story: Pillow Wad

Through a combination of Google Ads Search, Shopping, and Display we transformed Pillow Wad‘s eCommerce engine, increasing sales by 134%.

Here’s how we did it.

Who are Pillow Wad?

Based in rural Northamptonshire, Pillow Wad is a family-run business providing 100% natural pet feed and bedding.

Before working with us Pillow Wad was using another agency to generate sales using Google Ads. Unsatisfied with the return on their investment and their incumbent agency’s reactive methodology and lack of transparency they approach Digital Gearbox for a second opinion.

What did we do?

Following a free account audit we identified several areas to improve performance and boost sales, a return on ad spend, and an overall return on investment.

After being instructed by Pillow Wad we started by rebuilding the Google Ads account from the ground up, with new campaigns that separated brand and non-branded keywords.

This allowed us to reduce the cost per click for brand searches, whilst pushing the majority of the budget into the generic keywords.

We wrote new ads for each of the products and segmented by search intent. So users who searched for hay for their rabbit were presented with ad copy tailored to rabbits, and those searching for hay for their guinea pigs were shown ads about guinea pigs.

We also reworked their Shopping strategy — we optimised their product feed by re-writing the product titles to ensure all relevant keywords were included, and we made greater use of smart bidding strategies to take advantage of Google’s AI.

Finally, recognising Pillow Wad’s untapped potential for repeat purchases we introduced a robust retargeting campaign, the goal being to position Pillow Wad in front of existing customers who were likely due to be running out of the product they had bought.

All together, this allowed us to not only deliver a better return on Pillow Wad’s Google Ads investment but also allowed us to scale up both spend and revenue.

What were the results?

Within a matter of weeks we saw a dramatic improvement in overall performance.

  • Google Ads-generated sales increased 134%
  • Return on ad spend jumped up by 149%
  • Revenue generated from sales on Google increased by over 50%

What did Pillow Wad have to say?

Needless to say Liz Peel-Yates, Pillow Wad’s founder and director, was thrilled with the impact our improved Google Ads campaign has made to the businesses:

“We’ve been working with DG for a few months and since our first communications they have been exceptional. Extremely professional and knowledgeable but in a really accessible way so I never feel stupid or like I don’t know the marketing lingo.

Our return on investment has been fantastic and most importantly we have complete trust and faith in the team. Thanks guys.”

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