PPC Case Study: A Tenfold Increase in Revenue for Complete Golfer
Complete Golfer sells a wide range of golf equipment such as clubs, bags, trolleys and golf GPS watches, along with golf clothing and other accessories.
The client came to us in 2015, wanting to improve the efficiency of their Google Ads campaigns, bringing down the spend/revenue ratio while still growing their business.
The Results
10x
increase in revenue over five years
27% → 13%
Spend/revenue ratio (2015-2016)
2x
Traffic & revenue in 2016
2x
Further revenue growth by 2019
Growth & Improved ROI
To achieve the growth, we set up new campaigns to cover all brands and products sold on the website, as well as Shopping campaigns, which resulted in a doubling of traffic and revenue in 2016.
But with a high spend/revenue ratio when they first came to us, we needed to bring that down to make the account more profitable. With our advanced bid optimisation tools we managed to keep the spend down whilst traffic increased, and the spend/revenue more than halved from 27% in 2015 to 13% in 2016.
Growth and Improved ROI
Revenue from paid search grew year after year, while ad spend as a share of revenue more than halved.
Revenue growth
Relative scale, showing the trend rather than amounts
View the data as a table
| Year | Revenue |
|---|---|
| 2015 | 3 |
| 2016 | 7 |
| 2017 | 9 |
| 2018 | 10 |
| 2019 | 15 |
| 2020 | 26 |
Cost/revenue ratio
Ad spend as a percentage of revenue; lower is better
View the data as a table
| Year | Cost/revenue |
|---|---|
| 2015 | 25% |
| 2016 | 14% |
| 2017 | 12% |
| 2018 | 11% |
| 2019 | 14% |
| 2020 | 6% |
Tenfold of Revenue in Five Years
Whilst maintaining the spend/revenue at a similar level over the next few years, the account has seen further growth, with revenue doubling once more by 2019. This growth has been achieved by continuing to develop the campaigns, setting up adgroups for new products added to the site, and improving the Shopping campaigns, focusing on brand and product searches which saw a higher conversion rate.
Bid management also continued to play an important part, adjusting bids depending on changes in the market. 2020 was an exceptional year, with sales down in the first four months during the first lockdown, then accelerating once it was over.
Client input and feedback is always important, and so weekly calls take place to discuss which products the client would like to push, whether there are new products to set up adgroups for, and whether any adgroups need pausing, keeping the Google Ads account up to date.
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