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A California wine store’s ads were already working. We grew the revenue they bring in by 58% in the first month.
A much-loved Northern California wine store, open since 1990, already ran a successful Google Ads campaign. We tightened it up, and revenue from the ads rose 58.32% in the very first month, with the total cost unchanged.
Where they started, what we did, where they are now
Good, but could be better
The ads were already working. The goal was more sales, top ad positions and a lower cost per click.
Tightened everything up
A full audit, a cleaner campaign structure, a focus on the words that lead to a sale, and wider reach by location and interest.
58% more revenue in month one
Revenue from the ads rose 58.32% in the first month, and the store kept top ad positions on popular wine searches.
California Wine & Spirits Store, in plain words
The wine store has been a favourite in California wine country since 1990, known for its big selection, low prices and knowledgeable staff. It already ran a successful Google Ads campaign, so the question was how to make it work even harder.
We began with a full audit of the account. The store’s history showed what had sold before, so we tightened the structure around those searches. We lined up search words, ads and landing pages, and reached more people by location and interest.
Revenue from the ads rose 58.32% in the very first month. The total cost stayed the same, and the store kept top ad positions on popular wine searches.
What stood in the way
Improving what already worked
The campaign was already doing well, so the aim was to lift sales and revenue further.
Top ad positions
The store wanted its ads to appear at the top of Google’s results.
Cheaper clicks
Better ad relevance and a better quality score (Google’s rating of your ads) can lower the cost per click.
Using the budget well
Careful bid management was needed to get the most from the spend.
Revenue from ads: up 58% in month one
The screenshot is from the client’s own Google Ads account.
What it brought
Revenue from the ads grew by this much in the very first month.
The ads were seen and clicked more, while the total cost stayed the same.
All the main ad measures were kept at a high level.
Good bid management and quality score kept the ads at the top, even on busy, popular wine searches.
Four changes that made the difference
Checked the account
A full audit using the store’s own history of what had worked before.Like an accountant reviewing where the money goes.
Focused on words that sell
A tighter structure built around searches most likely to lead to a sale.Stop paying for browsers, pay for buyers.
Made ads and pages match
Search words, ads and landing pages lined up, which raises Google’s quality score and lowers the cost per click.Google rewards ads that are relevant with cheaper clicks.
Reached more of the right people
Campaigns expanded by location and interest, with budget moved to what worked.More of the right customers, not just more clicks.
Everything we did
- Ran a full audit of the Google Ads account
- Studied the competition
- Used the store’s past results to see which ad ideas worked
- Tightened the campaign structure around words likely to lead to a sale
- Lined up search words, ads and landing pages so they match
- Widened the campaigns and ad groups to cover different places and interests
- Managed bids and used budget where it paid back most
What other business owners can take from this
Your own history is gold
Past results show what sells. Building on them is faster than starting blind.
Make everything line up
When search words, ads and pages match, Google rewards you with better positions and cheaper clicks.
A review can help a good campaign too
Even a campaign that was already working had room to grow, and it showed in month one.
Even a campaign that works can work harder. A fresh pair of eyes often finds the money.
We manage Google Ads for shops and service businesses in the US, the UK, Australia and beyond.
- More sales from the same budget
- Lower cost per click
- Top positions on the searches that matter
- A clear report every month on what we did and what it brought
Could your ads be doing more?
Book a free audit. We look at how you show up on Google today and what to fix first, and we can include your ad account.
Results like this, for other businesses
About this case study
Who is the client?
A wine and spirits store in the heart of California wine country, known locally since 1990 for its large selection, low prices and knowledgeable staff.
How we measured (for the detail-minded)
- Numbers from the client’s own Google Ads account at the time. This case study was first published in June 2020.
