The challenge
Harrington Vacuums wanted to grow their online sales and increase foot traffic to their physical stores. They struggled to maximize return on advertising spend (ROAS) and to acquire new customers efficiently while making the most of their BigCommerce platform.
Strategy
We implemented a Google Ads strategy focused on improving ROAS and increasing both online sales and physical store visits.
1. Targeted Google Ads campaigns
We built targeted campaigns to reach potential customers searching for vacuum cleaners:
- PMAX campaigns: Performance Max campaigns with brand exclusions, so budget went toward attracting new customers rather than existing ones.
- Customer Match lists: Targeting high-value customers based on previous interactions and behaviors.
2. Integration with BigCommerce
We integrated Google Ads with BigCommerce to streamline campaign management and improve online store performance:
- Product feed optimization: Accurate, compelling product listings in Google Shopping ads.
- Conversion tracking: Advanced conversion tracking to monitor online sales and attribute them correctly to Google Ads campaigns.
3. Continuous campaign optimization
We optimized the campaigns regularly to improve performance and maximize ROI:
- Performance analysis: Identifying top-performing keywords, ads and audience segments.
- Bid management: Managing bids strategically for cost-effective placements.
- Ad creative testing: A/B testing ad creatives, messaging and offers to improve relevance and engagement.
4. Increasing physical store visits
We drove foot traffic to Harrington Vacuums’ stores with localized advertising:
- Location extensions: Showing store addresses in ads to encourage nearby customers to visit.
- Promotions and offers: Local campaigns with promotions and incentives to bring customers into the stores.
Results
- 4x increase in ROAS within six months, reflecting effective budget allocation and revenue growth from Google Ads.
- 30% more online sales, driven by optimized Google Shopping campaigns and improved conversion rates.
- 25% more store visits, driven by targeted local advertising and location-based extensions.
- 15% lower customer acquisition cost (CAC) through PMAX campaigns and Customer Match targeting.
The last few months showed steady month-over-month revenue increases:
Conclusion
Working with Harrington Vacuums shows how strategic digital marketing can drive both online sales and physical store visits. By combining Google Ads with their BigCommerce platform, Harrington Vacuums significantly increased ROAS and online sales while attracting more customers to their stores. Targeted advertising and an integrated e-commerce setup delivered measurable results and sustainable growth.
Want similar results for your store? See how my Google Ads management works.
