Case Study Q for Quinn
Profit Scaling with Migration from Facebook to Google Ads
Q for Quinn is a Canada-based e-commerce company in the sustainable clothing business, offering organic cotton or responsibly sourced merino wool socks that are produced without harmful chemicals. These products are ideal for individuals with sensitive skin or those who want to support ethical shopping. Q for Quinn became our client in October of 2022 with the objective of escalating their business through Google Shopping and PMax campaigns while maintaining a healthy ROAS. Prior to partnering with us, the majority of their advertising budget was allocated to Facebook Ads with little success.
Challenge
In 2021, DFO had its biggest sales year in the history of the company. However, the challenge was to sustain this growth and continue scaling in 2022. The question was, how do we continue to scale sales when we already have a decent share of a highly competitive market? Our objective was to scale sales, ROAS, conversion rate, and clickthrough rate through 2022, finding a higher volume of sales with the market share already established.
Strategy
Our approach was to use a combination of our superior knowledge and experience with Google Ads, coupled with new tools Google released throughout 2022 to maximize our potential. We continued to implement and optimize our keyword strategy, improving targeting month over month. We also found campaigns with high efficiency to help increase performance, such as search campaigns for new landing pages and Performance Max campaigns to target top-of-funnel traffic.
Results
We were able to achieve our goal of increasing sales and performance metrics without having to spend more of the client’s money. With similar spend numbers on both months, we saw significant increases in conversion value (44.57%), sales (23.73%), ROAS (34.43%), conversion rate (51.30%), and a decrease in cost per conversion (23.41%). This led to the biggest year, month, and single day sales in DFO’s company history.
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Conclusion
With our experience in working in the Ads interface and ability to adapt to new tools developed by Google, we found a way to continue to scale an account that we had already seemed to max out traffic on. We were able to sustain the growth of our client, Designer Frames Outlet, through 2022 by improving their Google Ads performance metrics. Our strategy of using a combination of our knowledge and experience with new tools and campaigns resulted in significant increases in sales and ROAS without increasing ad spend, achieving our objective.
