As the fastest-growing salt company in America, San Francisco Salt Company/Epsoak needed a Google Ads strategy that could keep pace with their rapidly expanding business—and an agency with the expertise to manage it. Partnering with Solutions 8 has allowed them to increase their marketing efficiency by utilizing ad spend more effectively. Consequently, their net contribution margin has increased and they are seeing a more profitable return. Going forward, Solutions 8 will continue to refine and optimize their Google Ads strategy while incorporating new methods for reaching a broader customer base and boosting retail sales.
Executive Summary
San Francisco Salt Company began as a single brand that ultimately split into two: San Francisco Salt Company and Epsoak Epsom Salts. In addition to using Shopify to manage online sales, both brands also feature their products on Amazon. Though the company had been managing Google Ads on their own prior to working with Solutions 8, they lacked the time and proficiency to utilize the platform to its fullest potential. As a result, their conversion rate was low and they felt like they were not getting a true picture of their costs vs. return on ad spend (ROAS). Since implementation in October of 2019, the Solutions 8 team has helped SF Salt Co. achieve consistently high performance with Google Ads while providing a clearer picture of their overall profit.
About San Francisko Salt Cpompany/EPSOAK
San Francisco Salt Company manufactures and sells high-quality, locally sourced salt products at affordable prices under two distinct brands. SF Salt Co. offers gourmet food salts for culinary use, while Epsoak offers bath salts for therapeutic use. The company’s philosophy is rooted in harnessing the benefits of natural mineral salts to increase well-being from the inside out, and their unwavering commitment to quality and service has made them America’s fastest-growing salt company.
The Challenge: Improving Google Ads Performance, Getting a Clearer Picture Of Costs and Net Contribution Margin
Among the pain points described by San Francisco Salt Company/Epsoak before partnering with Solutions 8 was a limited understanding of all the tools and services offered within the Google Ads platform, as well as the different types of campaigns. While they had a basic understanding of the scope of what was available, running a successful, multi-brand business left little time for exploring the platform and all of its applications and integration opportunities, including with the Shopify eCommerce platform and Amazon.com.
The Solution: A Team Of Google Ads Experts With A Track Record Of Building And Managing High-Performing Campaigns
Solutions 8 is a digital marketing agency dedicated solely to helping clients build, launch, and manage highly successful Google Ads campaigns. Because Google Ads is their primary focus, they know the paid advertising platform better than anyone and were able to help San Francisco Salt Company/Epsoak use it to their full advantage. Their extremely thorough onboarding process allowed the Solutions 8 team to gain valuable insight into the marketing goals and growth strategy of SF Salt Co., which in turn enabled them to create a highly customized campaign strategy unique to the brand.
The Result: A Partnership Built On Communication And Collaboration
At the end of the day, San Francisco Salt Company needed a partner who not only knew and understood their marketing goals, but who had the knowledge and experience to turn those goals into profits. In less than a year, their Google Ads campaign became one of the highest-performing campaigns in Solutions 8 history, with a consistently rising return on ad spend despite growing sales and scaling revenue.
SF Salt Co.
• 5.61x return on every ad dollar spent
• Scaled sales by 1.5%
Epsoak
• 5.9x return on every ad dollar spent
• Scaled sales by 1.5%
The Future: Additional Strategies To Increase Profitability, Drive More Traffic To Websites, And Boost Conversions
Going forward, Solutions 8 will put in place additional strategies to help San Francisco Salt Company identify the costs related to marketing and sales and ultimately increase profitability. These strategies will include providing additional insight on the SKU level to measure product performance, identifying new opportunities for growth in specific segments, and assisting with search engine optimization (SEO) management to round out their marketing strategy. Solutions 8 will also focus on using social ads (Facebook, Instagram, YouTube) to drive more everyday consumers to the SF Salt Co. and Epsoak websites and convert those visits into sales. This should, in turn, boost referrals and encourage long-term customer loyalty. Finally, the Solutions 8 team will collaborate with SF Salt Co. about upcoming promotions to ensure ad content is consistent with the most current sales and product offerings.
Pamela Sapio
