We scaled an online plant nursery e-commerce business through both Search and Shopping Google Ads. We worked on creating new ads for best-selling products by season. This particular e-commerce brand fluctuated heavily by season. We determined bestsellers through comparing data in Google Analytics. When we took over the account we gradually changed bidding strategies, added audiences, and bid adjustments, etc. We were able to increase return on ad spend (ROAS) while scaling the business. The branded campaign had already been implemented so these increases are largely from cold audiences.

In the screenshots to the left, we see that year-over-year return on ad spend increased from 5.83x to 6.99x. The cost per conversion decreased from $28.93 to $27.59. This is all while sales were increasing. Revenue grew by $62k when we compare February 2020 to February 2021.

When we look at scaling from a month-to-month perspective from February 2021 to March 2021 we see immense growth there as well. Part of this is due to seasonal growth and part of it is due to scaling the ads. In March, we increased return on ad spend from 6.99x in February to 7.63x in March. We also decreased the cost per conversion from $27.59 to $24.77. Sales more tripled from $105k to $349k.

This growth, along with a large increase in SEO traffic and sales got an industry leader in the space’s attention. That’s when a large offer was brought to the table to acquire the business.

We’ll look at how SEO impacted growth below.