Soaking up PPC success for Westside Bathrooms

Achieving Google Ads KPI targets for leading bathroom retailer

Westside Bathrooms, founded in 2019, is an online extension of a family business with over 40 years of experience in the bathroom industry. Originating from a small shop, they have grown into the largest bathroom showroom in North East Lincolnshire. 

As their Google Ads partner, we have been working with them on a strategy to drive revenue and hit ROAS targets.

The opportunity

Originally, Westside Bathrooms was managing its own Google Ads campaigns without a clear strategy for account growth. They wanted to work with a digital marketing agency to help expand their efforts and grow the account. 

Westside Bathrooms offers a range of bathroom products all year-round and faces stiff competition on Google Shopping, competing with large companies with significantly higher daily budgets. For Trio to deliver success, we needed to meet specific ROAS (Return on Ad Spend) and conversion value targets. 

What we did 

To begin with, we needed to manage a tight daily budget, so we maximised our reach using Google Ads’ Performance Max (PMax) campaigns. PMax campaigns are a type of Google Ads campaign that leverages machine learning to optimise performance across various Google networks, including search, display, YouTube and Discover. They use a single campaign to show ads in multiple formats and channels, driven by your goals. 

We started our strategy with a broad PMax campaign that included all products. From there, we refined our approach by creating separate PMax campaigns using the top converting brands from our initial all products campaign. This allowed each brand to have its own daily budget, preventing any single bathroom brand from consuming the entire budget. This approach proved highly effective for the account.

Our campaigns focused on optimising asset groups by using high-quality ad copy and images. We chose visually appealing images to effectively highlight bathroom products in an aesthetically pleasing way, highlighting the bathroom products in settings similar to the audience’s homes.

Example of an aesthetic image used in our PMax campaign.

In addition to our daily, weekly and monthly PPC optimisations on the account, we observed year-over-year (YoY) growth in conversion value. Our strategic adjustments and ongoing management allowed us to achieve our target return on ad spend (ROAS) for each campaign. 

This proactive approach not only enhanced overall performance but also ensured that every campaign met its key performance indicators (KPIs).

The results

Over the past six months, our strategic approach has generated impressive results. We have significantly improved performance by leveraging Performance Max (PMax) campaigns, segmenting brands and incorporating high-quality ad copy, images, and assets within asset groups.

From January to July 2024, compared to the same period in 2023, we saw a fantastic increase in YoY conversion value, rising by 104%. Conversions grew by 76%, and we achieved a remarkable return on ad spend (ROAS) of 955%, surpassing our target of at least 850%.