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A Complex Platform Migration Made Simple
Promain wanted to generate more sales through Google Ads without increasing its advertising budget.
Following a full account restructure, the business achieved a 175% increase in Google Ads revenue and a 346% increase in return on ad spend, while reducing overall spend by 20%.
Here is how we helped Promain get more from its budget.
Promain offers a wide range of specialist paints, coatings and surface preparation products through its ecommerce website.
This created plenty of opportunities for paid advertising, but it also made the Google Ads account more complex to manage.
Not every product had the same level of demand, price competitiveness or sales potential. Some products performed well and generated consistent revenue, while others regularly used budget without delivering enough sales.
The campaigns also included searches for the Promain brand. These customers already knew the business and may have visited the website or completed a purchase without seeing a paid advert.
This made it harder to understand how much new business the campaigns were genuinely generating.
Promain needed a more focused Google Ads strategy that would reduce wasted spend, attract new customers and place more budget behind the products most likely to convert.
The account did not need a bigger budget. It needed a smarter structure built around the strongest opportunities.
We completed a full restructure of Promain’s Google Ads account and moved the strategy towards feed-only Performance Max campaigns.
This kept the focus firmly on Promain’s ecommerce product catalogue and allowed us to take greater control over which products received advertising spend.
Rather than promoting every product equally, we reviewed previous performance, product pricing and sales potential. We then concentrated the budget on the products most likely to generate revenue.
Price plays an important role in ecommerce performance.
A product may attract impressions and clicks, but customers are less likely to complete their purchase when they can find the same item elsewhere at a lower price.
We pushed more of Promain’s advertising budget towards products where the business was competitively priced.
This gave the traffic arriving through Google Ads the best possible chance of converting into sales.
Instead of spreading the budget across the entire product range, we focused investment on products that offered customers a strong combination of relevance, value and buying intent.
We reviewed Promain’s historical campaign data and identified products that had consistently used budget without generating enough revenue.
These products were removed from the campaigns.
Continuing to advertise them would have reduced the amount of budget available for stronger opportunities. Removing them allowed us to invest more in products with a better chance of generating sales.
This created a leaner campaign structure and reduced unnecessary spend.
Every product included within the campaigns now had a clearer commercial purpose.
We also excluded Promain’s brand terms from the Performance Max campaigns.
People searching directly for Promain were already familiar with the business and may have completed a purchase without clicking a paid advert.
Including these searches could have made the campaigns appear more successful without showing whether they were genuinely attracting new customers.
By excluding branded searches, we focused the budget on non-branded terms and people who were not already looking for Promain.
This gave the business a clearer view of the additional revenue generated through Google Ads and kept new customer acquisition at the centre of the strategy.
The new Google Ads strategy delivered a significant improvement in performance compared with the previous year.
Promain achieved:
By focusing the budget on competitively priced products, removing historically poor performers and excluding branded searches, Promain generated considerably more revenue while spending less.
The campaigns became leaner, more focused and better placed to attract new customers.
Instead of paying for traffic that was unlikely to convert, the budget supported products with a stronger chance of generating sales.
The results show that Promain did not need to spend more to grow. It needed a smarter strategy that made better use of every pound invested.
Your Google Ads campaigns should attract the right customers, support your sales goals and deliver a clear return.
At Outrank, we identify wasted spend, focus your budget on the strongest opportunities and manage your campaigns around real commercial results.
Promain increased Google Ads revenue by 175%, improved return on ad spend by 346% and reduced overall spend by 20%.
What could a smarter Google Ads strategy achieve for your business?
Let Outrank manage your campaigns and help turn more of your budget into measurable growth.
Speak to our PPC team today.
“We’ve been really pleased with the results from our Google Ads campaigns. Outrank helped us focus on the right products, cut out unnecessary spend and make better use of our budget. We’re now generating more revenue while spending less, which has made a real difference to the business.”