New business revenue

Google Ads new business sales volume

Google Ads new business revenue

Since working with us

Starpeak is a specialist insurance distributor across niche markets and businesses such as pet business insurance, event insurance and sports travel insurance. They consist of three established brands known for being experts in unique products called Protectivity, Sports Cover and a Les Mills Partner with 100,000 policyholders across the group.

Overview:

Whilst account performance was at an acceptable level, we identified that the Google Ads bidding strategies weren't aligned to the broader business goals that Starpeak had.

With a focus needing to be on new business revenue, existing strategies were focussing on a target cost-per-acquisition which is a much shorter term approach.

Enabling the algorithm to consider deal size and revenue means that ad spend and bidding in the auction can be aligned to the objectives of generating the highest return more effectively.

Getting this structure in place would allow spend to be utilised more effectively but also means that as budget is scaled, commercial viability remains.

Things we identified:

We took a phased approach of introducing new bidding strategies and managing in targets. This was essential to ensure that large, radical changes didn't disrupt the commercial performance for the client.

Once we had successfully implemented new bidding strategies, we experimented with landing page optimisations to make the messaging clear and concise, to improve the user journey.

Changes we made:

Across Jan-Apr 2024, Google Ads saw a +66% increase in new business sales volume, and +81% increase in new business revenue YoY.

Through increasing conversion rates with optimised landing pages, the brand is now in a strong position to expand out to secondary volume driving channels such as Meta.

Landing page conversion rates being higher, will offset the often lower buying propensity of a user who is targeted via paid social.

The momentum we created:

"We worked with ProfitSpring to ensure that our account structure in Google Ads was optimally aligned to our business goal of optimising for new business sales and revenue.

Following the strategy being implemented, across Jan-Apr 2024 we’ve seen a huge +66% increase in new business sales volume and +81% increase in new business revenue YoY.

ProfitSpring working with our in-house team continues to deliver high performance as we begin to look at new markets and channels to acquire customers.”

Testimonial

Starpeak

lead volume

Lead volume

Cost-per-lead

The Certified Partner Program supports health businesses around the world with industry-leading testing, fully accredited laboratories and follow-up advice and education to lead your clients on the path to a happier and healthier life.

Overview

The client had previously tried to generate leads with a specialist B2B prospecting agency. Whilst they saw some leads, the qualification level was low and they didn’t gain any commercial opportunities.

As the offering is relevant to many practitioners, however, is a new concept, search demand was low so we would have to take a more demand generation approach.

We segmented the client’s ideal customer persona into themes. This meant that we could tailor messaging to the individuals pain points or aspirations.

Starting initially with Linkedin ads, we could see plenty of relevant lead opportunities based on job title and sector. This meant we could ensure the qualification level of the user that ads were shown to and that would be submitting enquiries.

Linkedin is a high cost channel so we created highly converting, mobile responsive custom landing pages for the offering. This meant that we could offset any loss of expenditure through increasing conversion rate, allowing for better scalability on the campaign side.

We saw qualified leads immediately through Linkedin which allowed us to expand our activity for further volume.

Moving to Meta, we were able to prospect the same target persona and qualification level at a CPA of -86% lower acquisition cost.

We’re driving a consistent and qualified pipeline across the UK and US market, which is allowing the client to scale up their operation to meet the opportunity that we have created.

"As a new proposition, we need to ensure what we’re spending is being used effectively.

We could see the impact of ProfitSpring’s activity immediately and we felt it in the business.

As a result of the lead pipeline, we’ve had to hire more account managers to meet the demand that we have for our offering.

Communications and reporting have been commercially focussed and clear so I couldn’t be happier."

Certified Partner Program

Revenue

Return-on-ad-spend

Aqua Training Bag is the world’s leading heavy punch bag. It is the perfect training tool for boxers, trainers, professional fighters, and everyday fitness enthusiasts. By utilising water in place of sand, Aqua Punching Bags provide a number of unique benefits.

The brand was acquired by new owners in January 2024. Historically, activity was in place for key channels with mixed results.

Activity wasn’t segmented by the variance in product price, this meant that it wasn’t possible to control acquisition costs in-line with business goals.

We started by reaching the highest intent users first. This meant focusing on Google search and Amazon. Ensuring the brand was present here meant that in-market demand was captured which leads to the highest cost-efficiency.

Restructuring campaigns by average order value and top sellers, meant that acquisition costs and budgets could be scaled in a way that was commercially viable.

Once we saw viability we began to introduce additional activity via Meta and Microsoft to increase sales volume further, whilst retaining viable profitability levels.

Our strategy saw an uplift in revenue of +50.20%.

Focussing spend onto the right products, alongside other account optimisations led to a increase in return-on-ad-spend of +17.11% across the same average order value.

We have a robust and growing sales engine driving acquisition in the core market of the US.

We’re now running activity and seeing viability in new markets such as Canada, as we continue to help the client scale.

"With our recent acquisition of the brand, we were keen to see sales volume increase but most importantly maintain a level of return that was viable so that we could begin to recoup our investment.

The ProfitSpring team has outperformed both in terms of sales volume and return across both of our core acquisition channels.

They’re now helping us move into new geographic markets and looking at opportunities for other brands which we’re looking to add to our portfolio."

Aqua Training Bag

Lead conversion rate

Increase in conversion rate

Decrease in Cost-Per-Acquisition

Bluechain is a software startup that brings control, flexibility and security to billing & payments - helping you to boost your business' cash flow, reduce admin and focus on growing your business.

As a new solution to the market, potential users whilst they have a need for the solution, are unlikely to know that the service is available.

This meant that search volume was very low and hard to capture in a high performing channel like paid search. Therefore, a demand generation strategy was the most effective route to market.

Our strategy consisted of engaging, educational creative across different platforms, to drive new user acquisition.

We rolled out a comprehensive Meta ads strategy, targeting small business owners and those with an affinity to AMEX. This enabled us to reach those who we knew were likely to have the pain points or would like the benefits of Bluechain’s solution.

Through creative testing on ads we identified that the biggest jumps in performance would come from optimising the landing page and sign up process.

We wireframed to create a high performing landing page for ads activity. This enabled us to increase budgets whilst maintaining a viable level of commercial performance.

We also analysed the user experience of the sign up process, identifying opportunities to increase efficiency of sign up through to active users.

We exceeded the KPIs given and created a scalable acquisition model for Bluechain to grow with.

We increased the conversion rate of new user acquisition by 50%.

Through optimising ad creative and the post-click experience, we also reduced cost-per-acquisition by 65%.

We’re now looking at supporting channels and opportunities to help scale the business further.

"We're achieving a cost-per-acquisition of half of what we were initially hoping to target. That's enabled us to continue to invest and scale up our business with confidence.

We know why it's working, when it is, and why it's not when it isn't, which is hard to find in other agencies."

Bluechain

Revenue increase

Decreased in Cost-Per-Acquisition

Increase in Revenue

Made4Fighters has been the leading online specialist retailer of Combat Sports clothing, equipment and accessories in the UK since 2007. Initially finding their roots in the Boxing & MMA markets, in recent years they have expanded their offering to include a vast range of products for all martial arts and fitness disciplines

With campaigns segmented by device type and using manual bidding strategies, the Google Ads account structure was outdated, and not aligned to commercial performance.

On the shopping side, as commonly is seen, lower value products were taking a high percentage of spend and whilst converting, deflating the potential return, due to starving higher value, popular products from being served.

Meta activity wasn't in-play which was missing a huge opportunity given the sector and how visually appealing many of the brands and associated content is. 

We restructured the core of the Google Ads account based on margin groupings. This allowed us to implement a target return-on-ad-spend that would be viable for the client.

High volume brands which drive a significant proportion of the businesses revenue were broken out to ensure that budget was always available.

Adding remarketing and prospecting via Meta, alongside seasonal push campaigns, captured additional demand for those who were in-market but hadn't searched via Google or where we weren't present.

Our activity saw a +222% increase in revenue YoY with a -18.96% decrease in cost-per-acquisition.

The structure that's now in place enables us to scale budget whilst maintaining profitability for the client.

Having core activity in a solid place means that we're able to focus on proactive opportunities for the client such as identifying competitor pricing and website optimisations.

With search established, we're able to continue to build out the demand generative side via paid social, opening up further revenue opportunity.

"Previously we were working with a large national agency and performance was dwindling. Since working together, we have seen profitability drastically increase whilst also seeing volume of sales increase significantly at the same time. ProfitSpring is proactive in tailoring campaigns to meet our specific needs and has exceeded targets, as a result, has become a key partner in our strategic planning."

Made 4 Fighters

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Before diving into the checklist, let’s briefly explore why migrating from WooCommerce to Shopify could be advantageous for your business:

 Shopify is known for its superior performance and scalability, making it a great choice for growing businesses. The Shopify checkout process can perform up to 36% better than competitors. Therefore, it’s one less area to worry about meaning you can focus on optimising the rest of the user journey.

 From a marketers perspective, Shopify makes everything so easy to work with from integrations to reporting. Their intuitive interface simplifies store management, even for non-technical users.

 With built-in security features and reliable hosting, Shopify ensures your store remains secure and operational. How many times can you think of issues on Woocommerce websites?

 Shopify offers a wide range of integrated features and apps, enhancing functionality without needing extensive custom development. For example, Google & Meta have apps which take 5 minutes to set up then tracking, product syncing and everything needed is taken care of.If you can’t already tell, we’re huge advocates for Shopify and the world would be a better place if more businesses made the shift from Woocommerce to Shopify.

Firstly why Move from WooCommerce to Shopify?

Assess if new branding is required, especially for images, callouts, and structured snippets. Brief the designers as early as possible so they can fit your requirements in while they do similar work with different dimensions for the website, socials, etc.

Ensure all messaging aligns with your brand identity. A messaging document is useful to outline old messaging vs the new website and getting that across to users within ads.

Images and Messaging

Update site links at both the account and campaign levels.

Replicate top-performing bespoke landing pages or at least plan where to redirect traffic.

Check and update all URLs to avoid broken links, including product pages.

Bonus - Domain migrations can be an issue, make sure the DNS hosting change doesn’t impact any other websites (other countries or sub-domains). This one isn’t necessarily a paid media element but you could make yourself a hero by spotting this.

URLs

Connect Shopify with Meta and Google through appropriate apps.

Accounts Linked

Implement Google Tag Manager (GTM) for any additional tracking requirements.

Ensure Google Analytics 4 (GA4) is set up.

Verify multiple tracking methods in Google Ads. We import GA4 goals and use the Shopify integration as back ups, then hard code tracking on the checkout to ensure it’s as robust as possible.

Ensure tracking for Microsoft Ads, Meta, and TikTok is configured.

Add secondary tracking metrics like 'add to basket rate' and 'begin checkout rate' to troubleshoot future performance changes.

Tracking

Check the home page, key product pages, and category pages for errors.

Test the buying journey, including adding items to the basket, viewing the basket, and checking out. Ensure the process is seamless.

User Journey

Update remarketing audiences and their definitions.

Integrate customer lists through Klaviyo.

Audiences

Export and store the product feed as a backup.

Prepare a new feed for the new website, ensuring all GTINs and important information are included.

Line up new products so they’re ready to launch.

Google Merchant Center (GMC) Product Feed:

Compare site speed before and after the migration using one of the page speed insight tools available.

Export landing page data from GAds to compare landing page experience on core keywords.

Evaluate conversion rates on core campaigns, ad groups, and keywords before and after the migration. This should provide useful insights into areas that need improving once the new site is launched.

By following this checklist, you can give yourself the best chance of a seamless transition from WooCommerce to Shopify, minimising disruptions and maximising performance.

Benchmark Performance

Migrating your website from WooCommerce to Shopify can be an exciting yet challenging task. 

The shift offers numerous benefits, such as improved performance, scalability, and user experience.

To ensure a smooth transition, it’s crucial to have a comprehensive checklist in place, especially for your paid media campaigns. 

Here’s a detailed guide to help you navigate this process efficiently.


Migrating your website from WooCommerce to Shopify can be an exciting yet challenging task. The shift offers numerous benefits, such as improved performance, scalability, and user experience.To ensure a smooth transition, it’s crucial to have a comprehensive checklist in place, especially for your paid media campaigns. 


Paid Media Website Migration Checklist - WooCommerce to Shopify

Paid Media Website Migration Checklist from WooCommerce to Shopify

Campaign side changes can drive more performance but when it comes to formats like pMax and Shopping are the bigger wins elsewhere?

By ensuring your product titles and descriptions are accurate and rich in relevant keywords, you significantly increase the likelihood of your products appearing.

With users only seeing a short snippet of the title, it's crucial that it accurately reflects what they are searching for. A simple and effective structure for your product titles might be:

Product | Brand Name | Relevant Keyword | Feature | CTA

This format ensures the title is keyword-rich and communicates essential information quickly.

Your product description should expand on the title, incorporating additional key features. This provides users with enough information whilst they’re in the exploratory phase of their buying journey.

Key unique selling points that differentiate you from competitors.

Accurate & Keyword-Rich Product Titles and Descriptions

Relevancy is key so update your product category to the most appropriate option. Some tools and websites such as 

 can help you identify the most specific categories, sending clearer signals to Google about your product and ensuring you are showing where your customers are looking.

Animals & Pet Supplies > Pet Supplies > Dog Supplies > Dog Beds

Very often when products are exported via integrations such as the Google channel in Shopify this is something that is neglected.

Updating Product Categories

High-quality images are more likely to serve users than low-quality images. You can upload images or source them from your website through the image URL. If you’re using the image URL, make sure your Google can crawl your website through

The product is prominently displayed with minimal background staging.

Don’t overlay promotional text such as delivery times or pricing over the product.

Avoid displaying multiple products in one image.

High-Quality Images

These reviews act as trust signals, setting your products apart from competitors and are visually displayed to the user with a star rating. 

High-quality reviews can significantly influence potential buyers during their decision-making process.

 Despite connecting your reviews, Google will determine when to show the user the ratings so it may not show on every search

Reviews and Business Information

Clearly outline your shipping and returns policy in your Merchant Center feed. This transparency builds trust, highlighting the “power of now” heuristic as well as enhances the overall quality of your product listings. 

Users are more likely to purchase from sellers who provide clear, straightforward policies. 

The longer a customer waits for a product, the weaker the proposition becomes.

Shipping and Returns Policy

Structured data plays a role in helping Google understand your product and display it effectively.

Here’s why optimising your Merchant Center feed is crucial:

Efficient Ad Targeting: Targeted ads reach users who are more likely to buy, maximising your return on ad spend (ROAS).

User Satisfaction: Providing accurate information helps users make informed decisions, giving them the answers they need during their exploratory and evaluation phases.

Competitive Edge: Regularly auditing and refining your product feed ensures you stay competitive and on top of any issues like disapproved products or changes in shipping/return information.

In conclusion, optimising your Merchant Center feed is not a one-time task but an ongoing process that can significantly impact your campaign success.

By focusing on accurate, keyword-rich titles and descriptions, updating product categories, leveraging reviews, and maintaining clear business information, you can ensure the right audience sees your products and drives higher conversion rates.

Why Does It Matter?

One critical aspect often overlooked is the Merchant Center feed. When running Google Ads Shopping or Performance Max campaigns, optimising your Merchant Center data is essential to ensure products are shown to the most relevant users.

How Often Do You Look At Your Google Merchant Centre Feed?

As an eCommerce business, paid advertising is very likely your biggest source of new customer acquisition or at least in the top contenders.

When it comes to effective eCommerce advertising, the ratio of spend and return is an important one. This ensures that you’re not just generating revenue but also profit.

“Revenue is for vanity, profit is for sanity, cash is king”

Return-on-ad-spend or ROAS for short, is a frequently cited metric as the measurement of success.

This means for every £1/$1 you spent, you generated £x in return.

ROAS is most commonly shown as a percentage, ratio or value, as shown in the examples below:

In all instances, it means that you returned £4/$4 for every £1/$1 that you spent on advertising.

Understanding what your ROAS needs to be is an important step in growing in a sustainable and profitable way.

Before increasing investment levels, you want to know that doing so is going to lead to profit.

A profitable return-on-ad-spend, will vary from business-to-business and product-to-product.

With so much nuance to account for, it’s not always the best option to use benchmarks as whilst they might work for one business, they may not work for yours.

Why calculate ROAS for eCommerce?

The best ROAS will vary widely depending on the AOV of what you sell, your conversion rate, gross margin and the base cost of the clicks that you are buying.

If you sell higher ticket items, you will naturally see a higher ROAS due to how the metric is calculated (revenue from ads / cost of ads).

As a starting point, getting a campaign past 2:1, the point where it is covering ad spend would be a milestone worth noting.

What is the best ROAS for eCommerce?

When it comes to effective eCommerce advertising, the ratio of spend and return is an important one. This ensures that you’re not just generating revenue but also profit. The best ROAS for your business will be different to anothers. Use our calculator to find out what is best for you.
