Suffolk Latch Company is a family-owned business that specializes in crafting high-quality, hand-forged latches, hinges, and other hardware. Based in the idyllic countryside of Suffolk, England, the company has been in operation for over a decade and has gained a reputation for producing elegant and functional hardware that adds a touch of old-world charm to any home or garden.
Their product range includes a variety of latch designs, including thumb latches, ring latches, and gate latches, all of which are made using traditional blacksmithing techniques. In addition to latches, Suffolk Latch Company also produces a range of hinges, door knobs, and other hardware, all of which are designed to complement their latch designs.
In this case study, we’ll talk about how Solutions 8 helped this company improve their lead generation and campaign performance with Google Ads.
Case Study Metrics
Date Range: May 26, 2022 – April 27, 2023
Total Ad Spend
Total Generated Revenue
Media Efficiency Ratio (MER)
Google Ads Attributed Revenue
Increase in Conversions
Increase in CPC (from £0.42 to £0.54)
The Challenge
Before hiring Solutions 8, this client was facing several obstacles in their digital marketing efforts. They struggled with recognizing and nurturing potential leads, enhancing their conversion rates, and enhancing overall campaign performance.
After taking a closer look at their campaigns, we found several underlying factors contributing to these challenges:
- The client had an overwhelming number of campaigns, around 30, and each of these campaigns had a substantial number of ads, ranging from 20 to 30 per day.
- Despite this extensive outreach, the number of clicks generated per campaign was relatively low, which made it difficult for the machine learning algorithm to analyze the data effectively and provide valuable insights.
- Their Performance Max campaign only had a single asset group, which was insufficient for determining which audience was working best.
The Solution
The client used TROAS and TCPA extensively in the hope of achieving consistency, but these restricted bidding strategies tend to become self-defeating when there is insufficient data to support them or when the search volume is too low. Instead, here’s what we did:
- We simplified the account to eliminate unnecessary campaigns, adopted a more unified model, and created multiple asset groups to analyze the performance of different categories and targeting options
- We focused on teaching, explaining, attending weekly meetings, and regularly monitoring the account
The Results
We’ve delivered 13X instead of the expected 8X during the off-season. Despite a season of low activity, the account has maintained impressive performance, with sales minimally affected and sustainable growth.
Anna Rose Thomas
