Google Ads | SEO | Analytics
This ecommerce Google Ads case study shows how I helped Specialist Sales, an Australian agricultural chemicals retailer, transform a wasteful ad account into a high-performing revenue engine. Since 2020, we’ve worked together to build their brand online and more than double their revenue through Google Ads management, technical SEO, and Facebook Ads.
Specialist Sales is Australia’s leading online supplier for agricultural chemicals, with a passion for helping farmers Australia-wide become more productive and successful. The family-owned business re-launched with a brand new website in 2020 and needed a dedicated digital marketing specialist who could help them grow their digital footprint across paid and organic channels.
Due to performance-related issues, Specialist Sales parted ways with their previous digital marketing agency in early 2020. The Google Ads account was generating some sales, but the spend and traffic didn’t correlate with the revenue being made — money was being wasted. On top of that, the agency wasn’t accurately tracking results — they only had the number of sales flowing into Google Ads, but had no idea what the actual return was for each click. Without proper attribution, it was impossible to make informed optimisation decisions.
On the organic side, the website wasn’t receiving much search traffic and the business was heavily reliant on paid ads to generate revenue. There was no SEO foundation in place, and critical technical issues were preventing Google from properly reading and understanding the site’s content.
Key pain points:
The first months were spent conducting a full audit of the entire digital presence — the website, ad accounts, and all associated tracking — to build an actionable roadmap. From June 2020 onwards, implementation began across paid media, SEO, and social.
For Google Ads, I completely restructured the account and set up ROAS-focused campaigns using a full-funnel strategy across Search, Display, and Shopping. I configured comprehensive ecommerce conversion tracking across Google Analytics and Google Tag Manager so that accurate revenue data flowed from Analytics into Google Ads — because if you don’t know what your marketing efforts are achieving, what’s the point?
On the SEO front, I produced an in-depth technical SEO audit and worked closely with the client’s developers to fix critical technical issues. From there, we improved existing website content and created engaging new blog posts to attract the target audience. For social media, rather than running always-on Facebook Ads campaigns, we took a tactical approach — running highly targeted campaign bursts to promote new product launches. Facebook Ads became a welcome addition to the marketing mix.
Key actions taken:
Metric | Improvement |
Organic search traffic | +61% vs. previous period |
Paid search sales | +143% vs. previous period |
Paid search revenue | +247% vs. previous period |
Paid search ROAS | +187% vs. previous period |
Timeline: Results achieved one year after account takeover in 2020. I am still working with the client to date, scaling the account +300% in ad spend since 2020.
Since the beginning of our engagement, Specialist Sales has experienced significant growth. Despite seasonal fluctuations, performance has improved across all key metrics. Following the account restructure in June 2020, the business more than doubled its revenue, with paid search revenue increasing by 247% and organic traffic growing by 61%.
With strong digital foundations now in place, we’ve continued to scale strategically, increasing ad spend by over 300% since 2020 while maintaining performance.
Since starting my monthly engagement with Specialist Sales, the company has seen tremendous growth; despite seasonal fluctuations, performance improved YoY.
