As the owner and founder of Louisville, Kentucky-based Recycled Firefighter, Jake Starr was looking for a way to increase his return on ad spend (ROAS) using Google Ads. In addition, his broader goal was to grow and scale his company by raising awareness about the brand and reaching even more potential customers who were ready to buy his products. Jake partnered with Solutions 8 in late 2019 and in just a few months has seen significant results.
Case Study Metrics
Date Range: December 1, 2019 – February 9, 2020
Total Ad Spend
Revenue
ROAS
Executive Summary
The company needed a way to grow and sell more products and achieve a higher ROAS while still staying within their marketing budget. With a little ingenuity and a lot of Google Ads expertise, the Solutions 8 team found a way to help them do just that.
Recycled Firefighter is now consistently hitting an ROAS higher than 400% each month.
About Recycled Firefighter
Recycled Firefighter sells wallets, bags, belts, and accessories crafted from recycled fire hoses and other heavy-duty materials. All of their products are handmade in the United States and made to withstand everyday wear and tear. The company has recycled and repurposed more than 15,000 feet of decommissioned fire hose from around the USA.
The Challenge: Growing ROAS Using Google Ads
Owner Jake Starr knew he wanted to grow and scale his business but was having trouble navigating the complexities of Google Ads while still managing the everyday tasks of running a small business.
Though not opposed to expanding his marketing budget, he wanted some assurance that doing so would result in a higher ROAS. Ultimately, he needed a digital marketing agency that knew the ins and outs of the Google Ads platform and how to use it effectively; this included understanding how to effectively run and manage Smart Shopping campaigns to optimize performance and reach even more potential customers.
The Solution: An Agency That Specializes In Running High-End Google Ads Campaigns
Solutions 8 is a Google Ads dedicated agency with more than 13 years of industry expertise. Their Google Ads team is a Premier Google Partner, and they have developed a proven process for building, launching, and managing highly successful paid ad campaigns.
In mapping out a plan to improve performance, the Solutions 8 team encouraged Recycled Firefighter to obtain UPC codes for all of their products. The team also created a plan to slowly increase the budget for the Smart Shopping campaign so that the products would be seen by more people online.
New and updated campaigns were enabled in late September, and Recycled Firefighter saw record sales during the Black Friday and Cyber Monday period.
The Result: Consistently Higher ROAS, Increased Brand Awareness
In January 2020, Solutions 8 implemented a customized growth strategy that has resulted in Recycled Firefighter consistently hitting an ROAS higher than 400%.
Obtaining the UPC codes and adding budget slowly to the Smart Shopping campaign have proven to be highly successful strategies for Recycled Firefighter and have resulted in more people searching for the brand immediately after viewing their ads displayed on one of Google’s several properties.
Solutions 8 also started running YouTube video campaigns utilizing Recycled Firefighter’s existing video content, which has also led to increased views and conversions.
The Future: Continue Outreach And Increased Profitability
Going forward, Solutions 8 will continue to strategically manage Recycled Firefighter’s Smart Shopping campaign budget and develop customized campaigns, including YouTube and display campaigns, to help them increase brand awareness, attract more new customers, and maintain a positive ROAS.
Pamela Sapio
