Established in 1985, The Lighting Company are the premier lighting retailer in the UK and supply customers with high quality lighting products as preferred suppliers of a number of brands, stocking over 20,000 products online and in their Leeds-based bricks and mortar store.
Objectives
The Goals
Circus PPC began working with The Lighting Company in April 2023, who had a lot of account issues including a badly set-up Merchant Centre and a lot of changes needed to improve tracking.
The client put an initial COS goal in place, and as an agency focused on driving growth and removing wasted budget, we focus on allocating budget in the areas that are working to drive performance.
Strategy
The Activity
Upon taking over the account, we immediately rebuilt and optimised Performance Max campaigns, which led to the highest sales volume and ROI that the account had seen in years. We also amended and created a brand new shopping feed and optimised accordingly.
During the second month of management, we continued to make necessary changes to continue improving the account including:
- Building out the 20,000 product-strong product feed;
- Created all new ads from previous agency;
- Optimised Performance Max and Merchant Centre feed.
As a result of the changes made up to this point, this month alone was the highest ever for sales and surpassed revenue expectations for the year – with monthly budgets increased by 87%, and average monthly revenue increased by a whopping 333%.
During the end of Q3, we continued to work towards our client’s COS targets through a number of changes and updates to the account including:
- Making product fixes within the account;
- Running PMax sales supported by strong search campaigns;
- Streamlining the checkout and product selection processes;
- Testing new PMax assets and automatic creation from website images.
Despite no promotional offers continuing into July, we still managed to drive high revenue, and have forecasted that October and November are set to be the biggest months yet for the business.
Success
The Results
During our first full month of account management, we drove more revenue that in the previous four months combined, making it the highest month for sales in 2023 by 192%. Since then, we’ve further surpassed this record sales month by another 46%. So far, we’ve reduced the COS by a whopping 50%, and are continue to work towards our client’s goal COS.
Since beginning to work with The Lighting Co earlier this year, we seen incredible growth across the whole account*:
- 340% revenue increase
- 249% sales increase
- 98% ROI increase
- 50% COS decrease
- 37% CPA decrease
*Stats from May-Aug 2023, compared to previous period.
In addition to this, we’ve also hugely improved YOY performance:
- 281% revenue increase
- 284% sales increase
- 66% ROI increase
- 40% COS decrease
- 40% CPA decrease
As a result of the work we’ve done in the account, the client has seen benefits across the whole business, including being able to expand the team, attract additional suppliers and improve the website further.