ROAS
growth in new customer sales
brand growth in two-and-a-half years
GOALS
- Grow brand awareness
- Boost conversions
- Acquire new customers at low cost
APPROACH
- Launch Performance Max
- Increase Search investment
- Target incremental audiences
“Google Ads allow us to be present at every stage of the customer journey – and it ensures we’re in front of new customers at the top of the search engine.”
Ryan Balani, Digital Marketing Manager, Bird & Blend Tea Co.
Why Google Ads?
Bird & Blend founders Krisi Smith and Mike Turner wanted to lean into the omnichannel experience. So, they scaled their investment in Google Ads after seeing positive results from the start.
Products used
Powered by Google AI
The brand focused its investment predominantly on Performance Max. With the help of Google AI, the brand could identify new incremental audiences – and generate new website traffic. This has particularly been the case around seasonal events, with the team using Google Ads insights to test ad copy, tweak bidding strategies and optimise.
Search
Search has also been leveraged to find alternative keywords and boost customer acquisition. “We cover main generic keywords like ‘black tea’ and ‘fruit tea’,” says Ryan Balani, Digital Marketing Manager at Bird & Blend. “But we wanted to identify keywords where our products solve a problem, such as ‘alcohol-free drinks.’ So Google Ads has helped us target incremental audiences alongside our standard campaigns.”
Results
Today, 20-25% of Bird & Blend’s online revenue comes from Google Ads.
Since increasing investment in Google Ads in 2020, Ryan says the brand has not only grown its new customer sales by 320%, it’s done so efficiently: for every £1 it spends, it generates more than £4 in revenue.
There have been broader benefits for Bird & Blend, too. Insights are also helping the team decide which products to create, says Ryan. “By testing different audiences, we also gain knowledge in where we should focus research and design, and budgets. If our Chocolate Digestives black tea product performs very well on Google Ads, we know it’s a type of tea that customers really like and this can influence the direction of new blends.
Please note all results data featured has been provided by Bird & Blend Tea Co.