Tripling ROAS in Google Ads: A Case Study of a UK-Based Food Packaging Supplier

Food Packaging Direct is a disposable packaging wholesaler that delivers key disposable essentials, including big brands, to the general public and businesses across the UK. Orders can be placed online via the Food Packaging Direct website for both collection and delivery. For collection arrangements, their customer services team is readily available to assist.

As an established business, Food Packaging Direct takes pride in delivering high-quality products promptly and at competitive prices. Recognizing the importance of speed and convenience to any business, their online ordering website enables customers to place orders at any time and on the go for delivery.

Food Packaging Direct is open to everyone, with no membership required, and they look forward to working with you.

Challenges

The journey of Food Packaging Direct was not without its share of hurdles. The primary challenge was the ambitious goal of consistently achieving a 300% Return on Advertising Spend (ROAS) in their ongoing ad campaigns. In simple words, they wanted to make three times the money they spent on advertising, but it was hard to reach this goal consistently. This task was made even more difficult by limitations in inventory, restricting their product range, and ability to adapt to market trends.

At the same time, the need to cut costs was pressing. Cost efficiency was crucial for the company to stay competitive and financially viable. The situation was further complicated by a strategic shift towards the Business-to-Business (B2B) market, which brought its unique hurdles and required custom engagement strategies.

Faced with these complex challenges, the company had to adopt innovative solutions and a strategic approach to ensure its growth and success in the highly competitive market.

Strategy:

To tackle the challenges and surpass the client’s expectations, our agency formulated the following strategy:

  1. Performance Max Campaign: We recommended the implementation of a Performance Max campaign, leveraging Google’s machine learning and automation capabilities. This type of campaign enhances ad positioning across a range of Google platforms such as Search, Display, YouTube, and Discover. Our goal, by using a variety of ad formats and locations, was to engage a wider audience and boost conversions.

  2. Target ROAS Bidding: To achieve the desired ROAS, we set the target at 500% for the Performance Max campaign. This bidding strategy allowed Google’s algorithm to adjust bids in real-time based on the likelihood of conversions, ensuring that we reach the optimal ROAS.

  3. To make our ads work even better, we made sure they looked great. We improved things like Images and what the ads say. We tested different versions of the ads (A/B Testing) to see which ones people liked the most. This made more people click on our ads and buy from us.

  4. Audience Segmentation: We analyzed the client’s existing customer data and created audience segments based on demographics, interests, and behavior. These segments were used to deliver tailored ads to relevant audiences, increasing the chances of conversion.

Food Packaging Direct

Implementation:

Audience Segmentation: We analyzed the client’s existing customer data and created audience segments based on demographics, interests, and behavior. These segments were used to deliver tailored ads to relevant audiences, increasing the chances of conversion.

Food Packaging Direct Implematation

Results

  • Achieved a significant reduction in the cost per conversion
  • The Performance Max campaign consistently achieved conversions at 4 to 6 times lower cost compared to other campaigns.
  • Maintained a steady 500% target ROAS.
  • Achieved an impressive average ROAS of 520% throughout the campaign's duration.

What Clients Say?

I’ve had such a great experience working with Icecube Digital! They really pay attention to the little things, explain everything clearly and work hard to make websites perform at their best. If you’re looking for a one stop solution for all your online business needs – from SEO and ads to coding and development – I highly recommend Icecube Digital. They helped me expand my online business and I’m sure they can do the same for you too!

Omid
Owner of Food Packaging Direct

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