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Performance Max Google Ads: Creative Strategy (Advanced)Google Ads Increases Sales with eCommerce CompanyYouTube Ads Tutorial: Best Practices (2022)Google Ads Case Study eCommerce ($2 Million) #googleadsHow To Do A Photoshoot For Your Fashion Brand (BTS + Tutorial)Google Ads Case Study: Luxury Fashion Retailer #googleadsGoogle Shopping Ads Optimization: Buy on Google (Free)Google Ads Case Study: Fashion Marketing (Swimwear) #googleadsGoogle Ads Fashion Marketing Case Study (Performance Max & Chat GPT) #googleadsZARA Fashion Marketing: Brand Breakdown (Google Ads)Starting a Clothing Brand in 2024 | Things You Should Know Before Starting A Clothing BusinessFrom Runway to Clicks | Driving Sales Through Clothing MarketingStarting a Dropshipping Business for Clothing - Things You Should LearnHow to Boost Your Modeling Agency Using Google AdsHow To Find Apparel Manufacturers & Suppliers for Your E-commerce BusinessPerformance Max Google Ads Strategy (Advanced)Google Merchant Center: Price Competitiveness ReportGoogle Merchant Center: Fashion AdvertisingGoogle Ads Performance Max: Step-by-StepGoogle Ads Audit (Part 1 Tutorial 2022)Google Ads Audit Campaign Performance (Part 2 Tutorial 2022)Google Ads Audit Ad Group Performance (Part 3 Tutorial 2022)Google Ads Audit Ad & Keyword Analysis (Part 4 Tutorial 2022)Google Ads Audit Responsive Search Ad Analysis (Part 5 Tutorial 2022)Google Ads Audit Landing Pages (Part 6 Tutorial 2022)Google Ads Audit Ad Position (Part 7 Tutorial 2022)Google Ads Audit Audience Analysis (Part 8 Tutorial 2022)Google Ads Audit Quality Score Analysis (Part 9 Tutorial 2022)Google Ads Audit Devices Analysis (Part 10 Tutorial 2022)Google Ads Audit Age Analysis (Part 11 Tutorial 2022)Google Ads Audit Hour Analysis (Part 12 Tutorial 2022)Google Ads Audit Auction Insights Analysis (Part 13 Tutorial 2022)Google Ads Audit Location Analysis (Part 14 Tutorial 2022)Google Ads Audit Gender Analysis (Part 15 Tutorial 2022)Google Ads Audit Household Income Analysis (Part 16 Tutorial 2022)Google Ads Audit Parental Status Analysis (Part 17 Tutorial 2022)Google Ads Audit Placements Analysis (Part 18 Tutorial 2022)Google Merchant Center: Fix Product Disapprovals (2022)Google Tag Manager For Submission Tracking (GA4)Google Shopping Ads Strategy: Convert Cold Traffic (Fast)Daily Ad Brief Interview: TGQ MarketingGoogle Shopping Ads: A/B Split Testing (2022)Google Merchant Center Shopify Dropshipping Feed Upload (Quick Method) 2022Reiss Brand Breakdown: Fashion MarketingGoogle Shopping Ads Tutorial: Advanced Scaling Strategy - Step By Step (2022)Manière De Voir Fashion MarketingTop Tips to Party Bus Marketing Plan (2021)
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Home
Testimonials
Case Studies
Performance Max & YouTube Ads Case Study (Sports eCommerce)Google Ads Case Study: eCommerce Apparel Retailer (Performance Max)Google Ads Case Study (eCommerce Supplements)Google Ads Conversion Tracking: Get Rid of Window Shoppers (3 minutes) Lead Gen Case StudyGoogle Ads Case Study: eCommerce Shopify Supplement Store (Performance Max)Google Ad Case Study: $3 Million Revenue (Clothing Brand)Google Ads Case Study: Lead Generation B2BGoogle Ads Case Study: B2B eCommerce $24,000+ RevenueGoogle Ads Increase Law Firm LeadsFamily Medical Home CaseCosmetic Surgeon Generates 695 Leads with Google Ads
Blog
Performance Max Google Ads: Creative Strategy (Advanced)Google Ads Increases Sales with eCommerce CompanyYouTube Ads Tutorial: Best Practices (2022)Google Ads Case Study eCommerce ($2 Million) #googleadsHow To Do A Photoshoot For Your Fashion Brand (BTS + Tutorial)Google Ads Case Study: Luxury Fashion Retailer #googleadsGoogle Shopping Ads Optimization: Buy on Google (Free)Google Ads Case Study: Fashion Marketing (Swimwear) #googleadsGoogle Ads Fashion Marketing Case Study (Performance Max & Chat GPT) #googleadsZARA Fashion Marketing: Brand Breakdown (Google Ads)Starting a Clothing Brand in 2024 | Things You Should Know Before Starting A Clothing BusinessFrom Runway to Clicks | Driving Sales Through Clothing MarketingStarting a Dropshipping Business for Clothing - Things You Should LearnHow to Boost Your Modeling Agency Using Google AdsHow To Find Apparel Manufacturers & Suppliers for Your E-commerce BusinessPerformance Max Google Ads Strategy (Advanced)Google Merchant Center: Price Competitiveness ReportGoogle Merchant Center: Fashion AdvertisingGoogle Ads Performance Max: Step-by-StepGoogle Ads Audit (Part 1 Tutorial 2022)Google Ads Audit Campaign Performance (Part 2 Tutorial 2022)Google Ads Audit Ad Group Performance (Part 3 Tutorial 2022)Google Ads Audit Ad & Keyword Analysis (Part 4 Tutorial 2022)Google Ads Audit Responsive Search Ad Analysis (Part 5 Tutorial 2022)Google Ads Audit Landing Pages (Part 6 Tutorial 2022)Google Ads Audit Ad Position (Part 7 Tutorial 2022)Google Ads Audit Audience Analysis (Part 8 Tutorial 2022)Google Ads Audit Quality Score Analysis (Part 9 Tutorial 2022)Google Ads Audit Devices Analysis (Part 10 Tutorial 2022)Google Ads Audit Age Analysis (Part 11 Tutorial 2022)Google Ads Audit Hour Analysis (Part 12 Tutorial 2022)Google Ads Audit Auction Insights Analysis (Part 13 Tutorial 2022)Google Ads Audit Location Analysis (Part 14 Tutorial 2022)Google Ads Audit Gender Analysis (Part 15 Tutorial 2022)Google Ads Audit Household Income Analysis (Part 16 Tutorial 2022)Google Ads Audit Parental Status Analysis (Part 17 Tutorial 2022)Google Ads Audit Placements Analysis (Part 18 Tutorial 2022)Google Merchant Center: Fix Product Disapprovals (2022)Google Tag Manager For Submission Tracking (GA4)Google Shopping Ads Strategy: Convert Cold Traffic (Fast)Daily Ad Brief Interview: TGQ MarketingGoogle Shopping Ads: A/B Split Testing (2022)Google Merchant Center Shopify Dropshipping Feed Upload (Quick Method) 2022Reiss Brand Breakdown: Fashion MarketingGoogle Shopping Ads Tutorial: Advanced Scaling Strategy - Step By Step (2022)Manière De Voir Fashion MarketingTop Tips to Party Bus Marketing Plan (2021)
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Google Ads Case Study: B2B eCommerce $24,000+ Revenue

Overview:

Can strategic tweaks in Google Ads really transform B2B e-commerce? Our latest case study proves it spectacularly: we generated an extra $24,000 in revenue and boosted conversions by a staggering 12,000.

When we started managing this account, revenue tracking was unclear and lead quality was inconsistent. By implementing data-driven strategies, we engineered a dramatic shift in performance.

 

The study provides a detailed, step-by-step analysis of the strategies and tactics employed to achieve these impressive results.

Key Strategies Explored:

• Tracking e-commerce revenue properly
• Running strategic tests
• Retargeting with dynamic search ads
• Launching a Performance Max campaign
• Refreshing Google Merchant Center

By exploring these key strategies, B2B e-commerce advertisers can learn practical techniques to improve their advertising efforts and achieve similar success in their businesses.

Results

B2B24000Case Study

Key Results Achieved

• Revenue increase: $24,000
• Account spending: Scaled by 600%
• Conversions: Increased by 12,000
• Conversion value: Grew by $28,000
• Phone calls: Significant boost
• Account performance: Scaled from January 9th to July 24th

.

B2B24000Case Study

This account had virtually no tracked revenue. Through strategic implementation of various tactics, we were able to achieve substantial improvements across multiple key performance indicators.

B2B24000Case Study

These results demonstrate the effectiveness of the applied strategies in driving both revenue growth and overall account performance.

Revamping Conversion Tracking for Accurate Revenue Measurement

The account initially faced issues with tracking and strategy. That was due primarily to improper tracking of e-commerce revenue. To rectify this, Google Ads conversion purchase was imported into the account, enabling accurate revenue tracking and optimization towards the client's revenue growth goals.

B2B24000Case Study

B2B24000Case Study

Previously, the account had been optimizing for leads and phone calls without clear insight into their outcomes due to limitations in their custom Customer Relationship Management (CRM) system.

A strategic shift was implemented, moving from a B2B lead generation focus to a more e-commerce-centric approach, despite the client's sales process involving phone transactions.

B2B24000Case Study

This shift necessitated comprehensive tracking, including cart imports and website call tracking, in addition to the existing ad call tracking.

B2B24000Case Study

I also emphasized the importance of encouraging user account registrations on the client's site. While these actions weren't directly tracked, they were recognized as valuable contributors to overall revenue growth. The foundation for all subsequent optimizations was laid by ensuring all conversions were tracked accurately.

Diversifying Campaign Strategies: From Call-Only to E-commerce Focus

After implementing accurate conversion tracking, a series of tests were conducted. One test focused on lead generation, including phone calls and lead form submissions. Search campaigns were tested, generating leads and phone calls that didn't always translate into trackable revenue.


B2B24000Case Study
B2B24000Case Study

B2B24000Case Study

Call-only campaigns were launched, resulting in a high volume of phone calls. Due to the website's poor optimization for forms, users preferred calling. These call campaigns performed well, as did branded and retargeting campaigns, though the conversion rate of these calls remained unclear.

B2B24000Case Study

Various strategies were tested to improve lead quality, including longer conversations to identify high-quality leads. This approach helped clarify the client's true objectives.

B2B24000Case Study
B2B24000Case Study

Initially, search campaigns for calls were the primary focus, with call-only campaigns performing best. However, other search campaigns directing users to the site were less effective in generating purchases, leading to a strategy shift away from search campaigns.

B2B24000Case Study

E-commerce-focused campaigns were launched targeting different search terms, particularly for high-performing product kits.

B2B24000Case Study

Various match types were tested to attract searchers without specific brand names, generating more tracked revenue.

B2B24000Case Study
B2B24000Case Study

Regional campaigns were also tested, accounting for seasonal sales patterns and areas affected by natural disasters. This approach allowed for adjustments based on weather conditions and other factors, benefiting both new and retargeting audiences.

B2B24000Case Study

Dynamic campaigns, particularly dynamic search ads, performed well by crawling website pages and acting as paid SEO. This approach filled gaps for specific Stock Keeping Unit (SKU) searches not covered by existing ads, achieving high conversion rates and pushing more towards e-commerce rather than lead generation.

B2B24000Case Study

Leveraging Dynamic Search Ads for Effective Retargeting

To further enhance performance, retargeting with dynamic search ads was implemented. This strategy effectively captured large orders from users who had researched products and subsequently searched for specific SKUs, generating significant additional revenue.

B2B24000Case Study

The focus shifted from call campaigns to e-commerce with dynamic search campaigns. Upon observing positive performance, a new feed for best-selling products was tested. The client provided product data, which was used to create a Google Sheets feed, as their site lacked integration with platforms like Shopify.

B2B24000Case Study

Importing this data allowed for assessment of product performance on Google. Interestingly, products that were best sellers in other channels didn't always perform well on Google due to factors such as competition or pricing. Budgets were tested and adjusted based on performance, with successful strategies being scaled up.

Implementing Performance Max for Enhanced Revenue Generation

To further enhance results, a Performance Max (PMax) campaign was launched since they have proven effective in scaling e-commerce accounts.

B2B24000Case Study

In this case, the majority of revenue generated came from PMax campaigns, which significantly boosted revenue, phone calls, and account submissions.

B2B24000Case Study

Initially, a conversion-focused bidding strategy was employed with PMax. However, this was later switched to a maximized conversion value strategy.

B2B24000Case Study

This adjustment prioritized purchases over other conversion types, leading to improved tracking and performance.

B2B24000Case Study
B2B24000Case Study

By leveraging search, dynamic search, and shopping data, PMax contributed to significant growth in overall account performance.

The focus was primarily on shopping and search campaigns rather than assets, as these channels drove more purchases. As the account matured and Google expanded its capabilities, images and video assets were integrated, further improving performance.

Refreshing Google Merchant Center

The final step in optimizing the account involved regular refreshes of the Google Merchant Center.

B2B24000Case Study

This practice allowed for close monitoring of product performance, stock levels, and click potential.

B2B24000Case Study

These regular updates supported the PMax campaigns and shifted the focus more towards revenue generation rather than call volume, providing clearer insights into the return on investment (ROI) of Google Ads.

Wrap Up

This case study demonstrates the transformative impact of strategic Google Ads management for B2B e-commerce. By implementing accurate conversion tracking, the account shifted from unclear lead generation metrics to tangible revenue tracking. A series of tests helped refine the approach. The introduction of Performance Max campaigns marked a significant turning point, driving substantial revenue growth. Bidding strategies were adjusted while regular updates were made to the Google Merchant Center ensuring that campaigns remained aligned with current product performance and stock levels. These combined strategies resulted in a remarkable increase in revenue, conversions, and overall account performance, demonstrating the power of a well-executed Google Ads strategy in the B2B e-commerce sector.

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About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.