Turning Product Prioritization Into Consistent Strong ROAS

A specialty ecommerce retailer in the industrial/trade supply space needed to increase sales and looked to Google Ads as a new channel to test. This retailer was focused on two core efforts including promoting a manufacturer-branded product line, funded through co-op advertising dollars, and boosting sales from a Priority Products campaign built around the retailer's most converting or need-to-move items.

The Approach

  • Build a prioritized product feed for need-to-move and high-performing items

  • Allocate co-op dollars strategically to drive entry-point sales like gear and consumables

  • Ensure ongoing feed management to optimize products, titles, descriptions, and maintain pricing and promo accuracy

  • Leverage dynamic remarketing to re-engage users with ads containing products they’ve already viewed

Results

  • Revenue more than doubled over the four-month period, while spend increased only about 29% over the same stretch

  • Priority Products campaign delivered 7x to nearly 11x ROAS across the four-month period, consistently at least twice as efficient as the account average. This campaign drove nearly half of total account revenue at its peak, on roughly a quarter of total spend.

  • Co-Op funded campaign’s ROAS climbed from 2.5x to a peak of 5x over the same period

Let’s Get In Touch

Please share any details about your current SEM goals and challenges, and I will follow up via email.

You can also reach out directly by emailing me at lauryn@lauryndenneydigital.com.