Key Challenges

Market Entry: Entering the competitive tile market as a startup with limited brand recognition and market presence required a strong and highly targeted advertising approach.

Maximizing Ad Efficiency: With the need to quickly establish a foothold in the market, ensuring a high return on ad spend (ROAS) was crucial for sustainable growth.

Scaling Rapidly: As sales grew, scaling the campaigns to maintain performance and capitalize on demand became essential, requiring careful strategic adjustments.

Our Google Ads Strategy

To address these challenges, Fernbank developed a dynamic and highly tailored Google Ads strategy focusing on Google Shopping, Performance Max campaigns, and advanced AI applications:

Google Shopping Ads: To drive high-intent traffic and increase visibility, we set up robust Google Shopping campaigns. By optimizing product feeds and creating targeted ad groups, we captured attention at the critical buying stage, resulting in a high conversion rate for Artisan Tile Company.

Performance Max Campaigns: Leveraging Google’s Performance Max campaigns allowed us to target a broader range of users across the entire Google ecosystem, including Search, Display, YouTube, and Discovery. This multi-channel approach ensured maximum exposure for Artisan Tile Company, even with a limited initial budget.

AI-Driven Optimization: We incorporated AI tools to analyze campaign data in real-time, enabling quick adjustments to bids, keywords, and audience targeting. This level of optimization was key in sustaining high performance as we scaled the campaigns over time.