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See how a Google Ads Christmas campaign tripled December sales

Goals
  • Drive awareness of Berwick’s shellfish, available to buy online 24 hours a day.
  • Get more people browsing and buying from their online store.
  • Generate more customer sign-ups to their online mailing list.
Results
  • Ten-fold rise in new customers, with 70-80% of online sales coming via Google Ads.
  • Over 250,000 page impressions in just 12 months.
  • 12% rise in mailing list sign ups, so far.

About the company

1969

Berwick Shellfish started

70-80%

Sales that come from Google Ads

40 staff

Now employed by the business

About the goals

Graham Flannigan’s mother and father started Berwick Shellfish Company in 1969, to bring the fresh prawn catch from the North Sea to the tables of local restaurants. Almost 50 years later, with Graham at the helm, the company is one of Europe’s top suppliers of shellfish and fish products.

Through the 2000s Berwick Shellfish continued to be a mainstream wholesale supplier, but increasingly they were missing out on retail profit. After plenty of enquiries from keen customers looking to purchase smaller batches of fish and shellfish for home use, Graham needed to a way to drive more direct sales through his website—and so he turned to Google Ads. “We had to change with the times, because people buy online for a lot of products and food is not an exception. That was one of the reasons why we decided to open the website,” he says.

The business also needed a way to tell potential customers how fresh and tasty their shellfish were, and that they could buy them 24 hours a day with next day delivery. This posed another challenge. How could the business use Google Ads to get this message across and reach potential customers?

Another longer-term goal was to encourage people to sign up to their mailing list, so Graham could send them offers and drive them back to the online store.

What is Google Ads?

Google Ads is an advertising service by Google for businesses that want to display ads on Google search results and its advertising network.

Try Google Ads Now
We were a little sceptical about Google Ads and how it would work, but we soon found out why it was beneficial, when orders came rolling in.

- Graham Flannigan, Berwick Shellfish company

Investment

After Googling the best way to advertise online, Graham discoveredGoogle Ads, and quickly learned that keyword listings at the right times could be helpful to him. Using keywords such as ‘gourmet seafood’ and ‘salmon buffet’, Graham managed to boost his pre-Christmas revenue.

Results

+250,000

page impressions a year

70-80%

of online sales come via Google Ads

12%

More mailing list subscribers

During peak times like Christmas, Easter and Valentine’s Day when seafood is popular and a highly searched term, Graham finds it’s worth investing further inGoogle Ads to keep ahead of the competition. “You want to be on page one when someone clicks through for a product, and that’s exactly what we do, through using Google Ads,” he adds.

For more information about Berwick Shellfish Company visit www.berwickshellfish.com.

London Review of Books

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