Meta Ads & PPC for Ecommerce
Driving Results & ROAS for FreshWipes
- December 31, 2024
FreshWipes partnered with us to transform their paid media performance on Meta and Google Ads. With a clear goal of achieving a consistent ROAS of 300% and driving sustainable growth, we implemented tailored strategies to optimise their campaigns, improve efficiency, and scale revenue. This case study highlights the journey, challenges, and results of our data-driven approach.
The Brand
FreshWipes provide eco-friendly, biodegradable body wipes designed for convenience and hygiene. Their large, plastic-free wipes are perfect for outdoor activities, travel, or when access to showers is limited. Made with natural ingredients, they offer a gentle, refreshing clean without harming the environment. They cater to individuals who want an easy, sustainable way to stay fresh on the go.
The Brief
FreshWipes came on board to improve the performance of their Google and Meta Ads. As an ecommerce business, their main goal was to increase conversions (sales) within their budget and increase ROAS (return on ad spend).
They also wanted more from their agency – a more hands-on, proactive approach and detailed reporting to really understand performance.
They had a clear goal in mind for their paid campaigns: achieve a consistent return on ad spend of 300%.
Our Strategy
Meta Ads
.With a goal of a consistent ROAS of 3 in mind, we set to work and deep-dived into their accounts. They were already spending a healthy budget on Meta, and wanted to stick with a similar budget until they could see a better return.
We could see their campaigns were hovering around a ROAS of 2, but we quickly noticed the quick-wins we could implement to increase performance, and went on to develop a long-term strategy to slowly but surely increase that all-important number.
This strategy included:
✅ Re-structuring the campaigns to ensure we were catering for each stage of the funnel.
✅ Refining our messaging, making sure to identify and address pain points and any blockers at each stage of the funnel.
✅ A regular stream of new ads to test. This was a key part to the strategy, as Meta is gradually phasing out interest targeting, our creatives needed to capture the attention of our target audience, and avoid ad fatigue.
✅ Regularly researching competitor and non-competitor ads, providing suggestions of new ad concepts to test.
✅ The development of a detailed real-time report, that allowed the Freshwipes team to see the most important metrics and understand at a glance how our campaigns were performing.
Google Ads
Sharing the same goal as Meta, to get Google Ads campaigns consistently achieving a ROAS of 3 or higher, we took the first steps to conduct a full audit on the existing Google Ads campaigns. We knew that we had a healthy budget to work with a strong product to sell and were confident that we could improve the existing ROAS, which was sitting around 2.
The account felt dated for 2023, with only two campaigns and brand traffic merged with everything else. We knew there was a big opportunity here to target a broader audience with a product that would appeal to multiple different demographics and communities.
Our strategy was set out as follows:
✅ Introducing Performance Max into the account with a two campaign strategy for a full funnel marketing approach to Remarketing/Brand Awareness.
✅ BOF Performance Max campaign targeting only WSV and brand search audiences.
✅ TOF Performance Max campaign targeting only ‘new’ customers through in-market, keyword and competitor audiences.
✅ Split out brand traffic into its own search campaign.
✅ Test competitor targeting to increase brand awareness in key audience areas.
✅ Create a new TOF ‘generic’ search campaign targeting key audiences e.g. elderly, post-operation, gymgoers, camping/outdoors.
✅ Review and improve conversion tracking, adding in enhanced conversions and setting all conversions other than purchase as secondary.
✅ Optimise the shopping feed with a supplemental feed to improve product titles, descriptions and brand mention. Include only key products in Google Ads campaigns.
✅ Update all ad copy, assets and extensions and review any disapproved. Create separate copy for each different audience to build a strong customer journey from keyword to ad to landing page.
✅ The development of a detailed real-time report, that allowed the Freshwipes team to see the most important metrics and understand at a glance how our campaigns were performing.
The Results
Meta Ads
Since taking control of the Meta campaigns in December 2023, performance has gradually improved, and as of October 2024 is at a consistent ROAS of 3! A few more months of this and we’ll look to scale our campaigns and budget to further capitalise on a strategy that is working so brilliantly for Freshwipes.
The above shows the steady increase in performance, and the arrow indicates the point at which we took over the account. But as you can see, progress doesn’t always happen in a straight line, there’ll likely be dips along the way. The occasional drops on this account were either down to a month of more-than-usual testing, seasonality, and 4 weeks that were affected by tracking issues after some website updates.
We always tell our clients that meta ads success is a marathon, not a sprint. Immediate results are rarely achievable, and a long-term strategy and slower progress is the most sustainable approach.
Other impressive results include:
- 58% increase in revenue
- 20% reduction in CPA
- 11% increase in clicks and impressions
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Google Ads
Since taking control of the Google Ads campaigns in December 2023, performance has gradually improved, and since July 2024 has been consistently at a ROAS above 4. Over time, we have looked to scale our campaigns and budget to further capitalise on a strategy that is working so brilliantly for Freshwipes.
The above shows the steady increase in performance that we have achieved on Google Ads since taking over the account in December 2023, as indicated by the green arrow. As you can see, there was a large seasonal uplift in sales in August due to a big marketing drive into the camping/outdoors market during the summer months, which followed a dip in recorded sales for 4 weeks that were affected by tracking issues after some website updates.
Our aim with the Google Ads campaigns was always to improve efficiency and achieve a consistent ROAS above 3. We would then look to break the brand into more markets so that we can expand performance and eventually add more budget into the account. We feel that we have achieved this successfully and continue to push for growth in these campaigns.
When we can compare 2023 to 2024 YTD, we can see other impressive results such as:
- 83% increase in revenue
- 70% increase in conversions
- 30% reduction in CPA
- 48% increase in CTR
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Conclusion
FreshWipes’ partnership with us has delivered outstanding results, transforming their Meta and Google Ads campaigns into consistent, high-performing channels. By focusing on strategic optimisations, data-driven insights, and creative solutions, we’ve achieved significant increases in revenue, conversions, and ROAS across both platforms.
Key Takeaways
- Strategic Focus: A well-structured, full-funnel approach ensures long-term success and sustainable growth.
- Data-Driven Decisions: Real-time reporting and in-depth analysis help identify opportunities and improve performance.
- Creative Testing: A regular stream of fresh, targeted creatives keeps campaigns relevant and engaging.
- Clear Goals: Focusing on a consistent ROAS target allows for steady progress and efficient scaling.
