$244,000 Monthly Sales Revenue for The Ranch Fly Trap
4.40 ROAS achieved
$2525 peak daily ad spend
$244,00 peak monthly sales from Google Ads
6x more volume vs prior year
The Results:
500%
Increase in sales vs prior year
$244k
Peak monthly sales from ads
4.40
ROAS Achieved
$2525
Peak daily ad spend
The Goal
The Ranch Fly Trap are the leading suppliers of outdoor fly traps in both the US and Australia.
Due to the nature of the product, the sales cycle is highly seasonal with peaks from April to July in the US, and November to February in Australia.
After already running successful campaigns on Meta Ads, The Ranch Fly Trap approached me as they were struggling to find the same level of scale and profitability on Google Ads.
The founders wanted to focus their time elsewhere on the business with the confidence that Google Ads was maximising sales during seasonal peaks.
Goal Alignment and Research
The first step with all projects is to align ourselves with what the founders actually want to achieve - which was to maximise scale whilst maintaining profitability.
Our ‘north star metric’ therefore was based on our break-even ROAS of 2.60.
The Ranch Fly Trap was profitable on any sales above this figure, and so we had full reign to scale our campaigns so long as this was achieved.
With our north-star metrics agreed, I set to work on my ‘CCB’ research framework.
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Competitor Research:
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Confirm with founders their top 5 competitors
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Investigate USPs, pricing, product benefits, positioning and more
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Review competitor ads on Spyfu
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Identify opportunity gaps and quicks win
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Manual analysis of Google SERPs for top keywords
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Customer Research:
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Build an Ideal Customer Persona (ICP)
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Leverage AI to scour Reddit, Quora and other forums for questions on fly traps
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List key topics, buzzwords and pain points to inform ad copy
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Analyse TRFT's reviews and create a tally chart of what customers value most
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Review social media for behaviour signals and customer language
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Brand Research:
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Identify brand USPs
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Feature vs Benefit analysis
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Customer profiling exercise and unique value proposition crafting
The Approach
Now that research was out of the way, and we had our unique value propositions crafted, it was time to set up, optimize and scale our ad campaigns.
Shopping Campaigns and Product Feed
Since this was a one-product-project, we opted to create a custom product feed so that we could take control of all Google Shopping attributes:
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Optimize the product title to lead with customer pain points and target keywords - "Catch 10,000+ Flies This Summer | Outdoor Fly Trap | Fly Control for Barns, Yards & Farms"
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Detailed product descriptions that focused on key topics, benefits, features and target keywords
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Lifestyle product image that showed the product in use by our ICP
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Additional attributes filled that are often missed from an automated feed - Product Type, Size, Weight, GTIN, Product Highlights
Search Campaigns and Broad Match
Whilst the client had run Search Ads before in this account, they were struggling to scale because they were limited in how the Search campaigns were set up.
By only leveraging phrase and exact match keywords, a lot of money was being left on the table.
Once we were comfortably hitting 20+ conversions a week, we started to migrate our top performing keywords onto broad match and introduced automated bidding to support this.
This paved the way for capturing more demand with similar intent to the previous setup.
Our responsive search ad copy also went through rigorous testing based on our findings in our research. This improved our ad quality whilst also bringing users onto the product page who were now better informed and ready to purchase.
Scale Rapidly During Peak Demand
Seasonal sales for fly traps occur between February and August for the US, with peak demand during April to the end of June.
In order to achieve the client’s goals, we had to scale rapidly during this short window to avoid missing out on any potential sales.
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We did this by:
• Horizontal scaling of core campaigns up to $2524.00 peak daily ad spend
• Vertical scaling with the introduction of Demand Gen, Performance Max and other Search campaigns
• Analysing data points to know when to scale and by how much
• Adjusting automated bidding targets so that they were not limiting us by being too strict
“We started working with Cullen at CE earlier this year as we really needed to revitalise our Google advertising efforts for our brand. From day 1, Cullen proved his incredible expertise and got to work building out campaigns and managing them for us as we scaled.”
- Joel Collis, The Ranch Fly Trap