Redbarn

Challenge

Scaling Google Ads for Greater Efficiency and Revenue Growth

Redbarn, a leading natural pet food and treat company, was struggling to fully capitalize on the potential of their Google Ads campaigns. Despite increasing investments, their DTC campaigns weren’t delivering the growth they expected. The highly competitive pet food market led to rising CPC’s, limiting their ability to scale profitably. Redbarn needed a more focused strategy to optimize their Google Ads performance and drive new customer acquisition at scale.

“We knew our Google Ads campaigns could perform better, but we needed expert support to unlock that potential. That’s where adQuadrant came in.” – Anna Kemp, Head of Ecommerce

Solution

Advanced Campaign Restructuring and Optimization

adQuadrant took a comprehensive approach to address Redbarn’s Google Ads challenges. The strategy included a range of adjustments aimed at increasing revenue, driving new customer acquisition, and improving overall ad efficiency.

New Customer Acquisition Bidding

adQuadrant enabled Google Ads’ Performance Max (PMax) campaigns to bid more aggressively for new customers. By integrating audience lists from Klaviyo into Google Ads, they ensured Redbarn could precisely target new customer segments and track conversions effectively.

Bidding Strategy Adjustments

adQuadrant shifted Redbarn’s Non-Brand Search campaigns from “Maximize Conversions” to “Maximize Conversion Value,” focusing on increasing both revenue and average order value (AOV). Additionally, they adjusted the ROAS (Return on Ad Spend) targets in PMax campaigns to better align with Redbarn’s growth goals.

Cost Control through CPC Bidding Caps

To address high CPCs on non-branded keywords, adQuadrant implemented a Portfolio Bidding Strategy with CPC bid limits. This strategy allowed Redbarn to focus on affordable, high-performing keywords while maintaining efficiency.

Campaign Consolidation and Restructuring

adQuadrant consolidated four PMax campaigns into two, allowing for more efficient optimization. They also segmented asset groups within campaigns, such as breaking out food categories like Air-Dried, Puppy, Large Breed, and Kibble, tailoring each group with specific copy, creative, and landing pages.

Search Campaign Restructure

adQuadrant restructured Redbarn’s Brand Search from a single campaign to 13 themed ad groups, improving both targeting and tracking. They also added 80 additional non-branded keywords to expand awareness and drive consideration for Redbarn’s products.

“adQuadrant’s expertise was apparent from the start. Their strategic approach gave us confidence to scale.” – Anna Kemp, Head of Ecommerce

Results

Significant Revenue Growth and Improved Efficiency

Through these optimizations, adQuadrant achieved impressive results for Redbarn between April and August 2024:

154% increase in in-platform Google Ads revenue YoY

52% increase in Shopify revenue YoY

40% increase in Google Ads conversion rates

11% of DTC purchases attributed to Google Ads, up from 9% in 2023

Brand search lift increased by 50% through YouTube awareness campaigns

Additionally, Redbarn’s Microsoft Ads investment grew by 236%, resulting in a 258% increase in platform revenue.

“The impact on our business has been tremendous. adQuadrant’s strategic approach and execution have given us the boost we needed to scale our Google and Microsoft campaigns.” – Anna Kemp, Head of Ecommerce