Outdoor Lighting Store Growth Through Google Ads: Case Study

Platform

Google Ads

Industry

Outdoor Lighting

Use case

Performance Max, Segmentation

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This outdoor lighting business is an Australian-owned and operated store servicing many of the country’s professional light designers and architects. Their durable lighting is perfect for the harsh outdoor conditions throughout the year, and can be seen in thousands of commercial installations and outdoor venues.

They’re renowned for their dependable quality, accessible pricing and excellent return and warranty policies.

In 2021, they chose KeyCommerce to help them scale their revenue to the next level by connecting with new buyers through Google Ads.

The 2022 year-over-year results were:

The challenges

Rapidly growing market share while maintaining sustainable returns on ad spend is difficult in any industry. For the commercial lighting market, incredibly so.

While residential shoppers were certainly welcome, the audience focus had to remain with the store's core buyers from the professional sector. That made ad targeting particularly tricky, as both types often searched with the same keywords.

Furthermore, ambitious revenue growth requires lots of experiments, which often had to be launched during key sales seasons; which is always risky.

The truly formidable goal set was to scale revenue without dips in profitability.

In 2021, they chose KeyCommerce to help them scale their revenue to the next level by connecting with new buyers through Google Ads.

The solutions

Once the team reviewed the account, competition, and marketplace, they accepted and committed to the challenge.

Key to the long-term expansion was a methodical approach to budget management and calculating it well ahead of season peaks.

The team also mapped out a structure to maintain its best practices while adopting a radically new campaign type called Performance Max.

It was a bold approach in late 2021, when so little was known about it.

Finally, they tested and learned quickly how best to segment the product types across all the campaigns to control budgets, search terms, and product push.

2022 saw a +121% increase over 2021 coming through a more than 2.4X growth in order volume.

The outcome

The store enjoys prominent advertising to an increasingly focused audience segment that is in their market, particularly thanks to the early adoption of the Performance Max campaign type.

2022 saw a +121% increase over 2021, coming through a more than 2.4X growth in order volume, a heavy majority of which were newly acquired customers.

A +2% lift to conversion rate despite intense experimentation and budget expansion underscored how effective the audience targeting and filtering was.

This online store continues to grow its base and prominently advertise to those in search of their lighting.

A +2% lift to conversion rate despite intense experimentation and budget expansion underscored how effective the audience targeting and filtering was.

The account manager

Senior account manager Michael Mutemererwa leads the strategy for this client's growth through Google Ads. While the success highlighted here was certainly the result of his focus and years of experience, he always makes sure that the supporting specialists get their credit.

Michael is one of the leaders of KeyCommerce, guiding and training newer members, ensuring our standards for client success are always met.

You can read his insightful articles on strategy and tactics here.

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