The New Craft House
Case Study
Empowering Newcraft House: How Ownership of Data and a Fresh Strategy Drove Remarkable Results with Google Ads
The Challenge
Newcraft House had been running Google Ads for some time under the management of a previous agency.
However, one significant issue stood out — they didn’t have access to their own Google Ads account or the data associated with it.
This lack of control limited their ability to make informed decisions, gain insights from historical data, and take ownership of the results they were paying for.
Realising the importance of owning their account and data, they approached us to build a new strategy and ensure they had full control over their campaigns moving forward.
The Solution
In November 2023, we set up a brand new Google Ads account for The New Craft House and implemented our proven strategy, focusing on Performance Max (PMAX) and branded search campaigns. Our goal was not only to regain control of their data but to enhance their campaign performance significantly. The approach included:
Account Setup and Data Ownership:
We built a new Google Ads account from scratch, ensuring Newcraft House had full ownership and access to all data and results.
Ensured proper setup of tracking tools and analytics to provide comprehensive insights into campaign performance.
PMAX and Branded Search Campaigns:
Launched Performance Max campaigns to leverage Google’s AI for optimal ad placements across all networks.
Implemented branded search campaigns to capture high-intent traffic already familiar with Newcraft House, ensuring these searches led to conversions.
Ongoing Optimization:
Continuously monitored the campaigns, making adjustments to improve key metrics such as ROAS (Return on Ad Spend), conversion rate, and CPA (Cost Per Acquisition).
Regularly tested different ad creatives and audience segments to identify the best-performing combinations and maximise results.
The Results
In just under a year, the shift to a new account and the introduction of a data-driven strategy delivered remarkable results for Newcraft House. Here’s a snapshot of the performance post-November 2023:
Ownership of Data and Full Control:
Newcraft House now owns and controls their Google Ads account, ensuring they have access to all campaign data and insights. This has empowered them to make informed decisions and use historical data for long-term strategy.
High ROAS Across Campaigns:
The campaigns achieved a strong ROAS, peaking at 32.19 in January 2024, with consistent performance throughout the year, including 16.55 in June 2024 and 13.49 in August 2024, showcasing the effectiveness of the strategy.
Efficient CPA and Cost Control:
The cost per acquisition (CPA) remained impressively low, with figures such as £3.03 in June 2024 and £3.7 in July 2024, demonstrating efficient spending and well-targeted ads.
Strong Conversion Rates:
Conversion rates were consistently high, peaking at 6.36% in December 2023, and remaining above 3% in most months, highlighting the impact of well-targeted search and PMAX campaigns.
Consistent Purchase Growth:
Purchases saw significant growth, with a peak of 329 purchases in March 2024 and 271 purchases in July 2024, leading to a strong conversion value and sales growth.
Significant Revenue Generation:
The conversion value hit highs of £17K demonstrating the revenue impact of the campaigns.
Hear From Our Client
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