Overview
We optimized Google Ads for a wholesale and private label candle brand to increase revenue, improve efficiency, and capture high-value bulk customers searching for custom solutions.
- Increased Conversions by 60.7%
- Increased Revenue by 74.5%
- Increased ROAS by 58.7% (3.22 to 5.11)
6 month results
+60.7%
Conversions
+74.5%
Revenue
5.14
ROAS
Summary
During this period, performance improved by restructuring how campaigns were segmented, where budget was allocated, and how the account expanded into new markets.First, we shifted focus within Search campaigns toward high-intent wholesale and private label terms. These searches consistently drove larger order sizes compared to general product queries, so we prioritized them with more budget and tighter targeting.We also refined campaign segmentation, separating high-value wholesale traffic from lower-intent searches. This allowed us to control spend more effectively and ensure budget was going toward users more likely to place bulk orders rather than one-off purchases.As the account matured, we expanded beyond core regions into new markets through dedicated campaigns, while continuing to use the strongest existing regions as the efficiency anchors for the account.Within the account, we leaned into top-performing campaign types:
During this period, performance improved by restructuring how campaigns were segmented, where budget was allocated, and how the account expanded into new markets.First, we shifted focus within Search campaigns toward high-intent wholesale and private label terms. These searches consistently drove larger order sizes compared to general product queries, so we prioritized them with more budget and tighter targeting.We also refined campaign segmentation, separating high-value wholesale traffic from lower-intent searches. This allowed us to control spend more effectively and ensure budget was going toward users more likely to place bulk orders rather than one-off purchases.As the account matured, we expanded beyond core regions into new markets through dedicated campaigns, while continuing to use the strongest existing regions as the efficiency anchors for the account.Within the account, we leaned into top-performing campaign types:
- Search campaigns captured high-intent demand and drove the majority of conversions
- Performance Max campaigns expanded reach and picked up additional demand that search alone would not capture
We also aligned messaging more closely with what customers actually cared about. Ads that highlighted minimum order quantities, turnaround times, and private label capabilities consistently outperformed broader, more generic messaging.At the same time, we reduced spend on lower-intent keywords that were driving traffic but not contributing meaningfully to revenue.As a result, this wholesale candle brand significantly increased conversion volume, improved ROAS, and drove a major lift in revenue by focusing budget on higher-intent traffic and scaling what was already working.
