Wren
Case Study
From In-House Struggles to Outsourced Success: How Wren Revamped Their Google Ads Strategy
The Challenge
Wren, a well-known brand, had been managing their Google Ads campaigns in-house for some time but was not seeing the desired results.
They were experiencing low conversion rates and a high cost per acquisition (CPA), which significantly hindered their overall ROI.
In December 2023, Wren decided to hand over the management of their Google Ads to us, seeking to improve their performance and achieve more cost-effective and scalable results.
The Solution
Upon taking over Wren’s Google Ads management in December 2023, we implemented a comprehensive strategy that included Performance Max (PMAX) and branded search campaigns. Our goal was to turn around their struggling in-house efforts and drive better outcomes through:
In-Depth Account Audit:
Conducting a thorough audit of Wren’s existing Google Ads account to identify inefficiencies and opportunities for improvement.
Revamped Campaign Structure:
Reorganising their campaign structure to align with best practices, ensuring that PMAX campaigns could fully leverage Google’s machine learning and targeting capabilities.
Launching new branded search campaigns to capture high-intent traffic and drive conversions from users actively seeking Wren’s products.
Continuous Optimisation:
Regularly monitoring and optimising campaigns to improve key performance metrics such as ROAS, conversion rates, and CPA.
Implementing new bidding strategies, testing different ad creatives, and refining audience segments based on data-driven insights.
The Results
The transition from in-house management to our expert-led strategy led to significant improvements in Wren’s Google Ads performance. Here’s a comparison of the key metrics before and after we took over in December 2023:
Before (Prior to working with us):
ROAS: Averaged around 1.51, indicating a return on ad spend that was not sustainable for long-term growth.
Conversion Rates: Struggled to exceed 2.03%, with the highest being 1.73%.
CPA: Extremely high CPA, with the peak at £94.61, making it difficult to achieve profitable sales.
Conversion Value: Average conversion value fluctuated, with a peak of £3K, but not enough to justify the high costs.
After (After working with us):
ROAS: Significant improvement, reaching a high of 7.44 in January 2024 and consistently staying above 4.83 in the following months.
Conversion Rates: Dramatically increased, with conversion rates peaking at 6.64% in March 2024, showing a much higher efficiency in converting clicks into purchases.
CPA: CPA dropped significantly, with the lowest being £10.37 in March 2024, making the campaigns much more cost-effective.
Conversion Value: The campaigns generated more value, with a peak conversion value of £6K in May 2024, representing a substantial revenue increase.
Hear From Our Client
“We’ve more than doubled our ROAS in the past few months”
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