Digital Marketing
Safety Direct
eCommerce
70% above Google Ads target ROAS (return on ad spend)
Safety Direct, a prominent European supplier of health, safety, and hygiene products, needed to improve their Google Ads performance. Established in 2003, Safety Direct serves industries including construction, manufacturing, engineering, and hospitality. With an extensive range of products and services such as VMI & Kanban programs and customised signage, their goal was to enhance conversion rates and align ad spend with profitability.
Safety Direct faced the challenge of managing ad spend across a diverse product range with varying margins. The need was to optimise Google Ads performance and align budget allocation with the profitability of different products. Achieving specific Return on Ad Spend (ROAS) targets for each tier was crucial.
We implemented a tiered strategy using Google’s Performance Max campaigns. The campaigns were segmented into two tiers based on product profitability:
This approach allowed us to tailor ad spend to align with the profitability of each product tier, ensuring more efficient budget use and enhanced targeting for higher-margin products.
Tier 1 campaigns targeted lower-margin products with a lower ROAS goal, balancing returns and maintaining consistent conversions.
Tier 2 campaigns focused on higher-margin products, aiming for a more ambitious ROAS to maximise returns and improve performance.
By aligning ad spend with product margins, we optimised Safety Direct’s Google Ads campaigns for better budget allocation and performance.
The tiered strategy delivered remarkable results:
Tier 1 Campaign Performance:
Achieved ROAS: 15 (Overachieved by 62%)
Tier 2 Campaign Performance:
Achieved ROAS: 19 (Overachieved by 70%)
These results demonstrate the success of the tiered Google Ads strategy, exceeding ROAS targets and significantly boosting Safety Direct’s revenue and advertising performance.
Interested in achieving similar results for your business? Contact us today to learn how our customised Google Ads strategies can enhance your advertising performance and maximise your return on ad spend.
