The Client

Croplands Sprayshop sells spray equipment and sprayer nozzles & parts, and provides sprayer servicing. They have a shop in Hastings, and also sell online. They have customers across Agriculture & Horticulture industries, as well as Lifestyle & Garden.

The Brief

Croplands had been using another agency to run their Google Ads for a number of years, and were unsatisfied with the sales results, which were in steady decline.

I was consulted to do an audit of their Ad Account and provide solutions that would improve results.

After completing a thorough analysis of the account, and providing recommendations, I was employed to manage their Google Ads.

My Findings

In my audit I discovered key findings that I was sure were contributing to the accounts unsatisfactory performance, such as:

Key settings at the campaign level were causing them to deliver ads to irrelevant users
Campaigns were targeting irrelevant keywords, that were chewing up spend but not generating sales
Poor performing ad creatives were active, despite a low volume of conversions

Duplicate keywords across multiple campaigns i.e. the campaigns were competing with themselves and potentially driving up costs
Audience targeting and segmentation was not being utilised

I also recommended they run Facebook Ads in addition to Google.

The Results

After being asked to manage their ads, I re-structured their Google Ads account based on the insights of my analysis. The results year-on-year showed a great improvement, with ROAS improving by 21% (despite a decrease in ad spend).

Year-on-year results (18 Sept - 31 Dec 2023 vs 18 Sept - 31 Dec 2022)

Ad spend down 12%
CTR up 5%
Conversions up 7%

Revenue up 5%
Return On Ad Spend up 21% to $5.37

I also set-up a Facebook Business Manager account for us to run Facebook Ads, which generated an additional $4,000 in revenue, at a strong ROAS of $3.30.