Agency Triage
Google Ads Turnaround
Overview
Create opportunities for profit from a disorganized ad account structure
An agency experiencing explosive growth was at the same time collapsing internally from losses that threatened its solvency. The agency owners were suffering from overwhelm due to insufficient experience with advdertising best practices. Brill Media engaged in an agency triage process that transformed monthly losses to monthly profit, reinvigorating the business.
Responsibilities: Google Search Ads and Copywriting
Challenges
Best practices were not instituted
Rapid Growth: With more than 55 flower shops across the United States, the agency was rapidly onboarding new clients for website design, Google search ads, and payments processing.Â
Losses Threatened The Company: The agency was losing $85k per month running Google Search Ads for its clients, threatening to bust the agency.
Best Practices Were Not Followed: The agency was not running Google Ads best practices. They needed to drive down acquisition costs, resulting in enterprise-wide overwhelm with ad channels.Â
Solutions
Breakout campaigns into small budgets
Agency Triage: The Brill Media team took a week to review all 55+ advertisers, including campaign objectives, ROAS, agency revenue, and historical performance.
Incremental Adaptation: Brill Media broke out the campaign into 283 ad groups to enable rapid performance overhaul across all flowershop ecommerce sites. Monthly 6-figure budgets were organized into many $800 testing budgets.
Rapid Testing: Campaigns were optimized weekly focusing on new markets, top keywords, low CPA, higher conversion volume, and expanding use of negative keywords
Quick Wins: The Brill Media team cut low-converting or high cost-per-acquisition keywords. Campaigns were changed from ROAS goal to CPA goals, resulting in more profitable ad spend for the agency.
Key Results
From massive losses to monthly profit in 3 months
From $85k Losses To $36k Monthly Profits
Within 3 months the agency turned $85k monthly losses to $36k monthly profits
15.8% Lower Ad Costs
Less spend combined with better ad performance powered by the Brill Media team was a win for the agency.
54% Higher ROAS
ROAS across the 55+ flower shops improved 54%, from 234% before Brill Media, to 353% while Brill Media was managing campaigns
Impact
Create a platform for sustained ads success
Brill Media’s triage process helped the company stave off massive financial losses, positioning them for ongoing success. Their campaigns benefitted from lower acquisition costs and strategic ad management, making it possible for the agency to drive further success with a revamped Google Ads optimization structure.
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