Google Ads Appliance retail

How restructuring Google Shopping lifted Appliances Warehouse sales 62%

Appliances Warehouse sells factory seconds with stock that changes constantly, and one Shopping campaign couldn't keep up. Split by category with Smart Shopping, ROAS rose 200% and online sales 62%.

I Want Results Like This ROAS up 200%
The blue Appliances Warehouse shopfront and street sign
200%ROAS increase
62%More online sales
01

The problem

Appliances Warehouse sells a wide range of factory seconds home appliances across Sydney. The goal was straightforward: more online sales every day than they were already achieving. The complication is the stock. Factory seconds arrive unpredictably, so what's available shifts constantly.

When we took over, the whole account ran through a single standard Shopping campaign. That gave us very little control over the budget, and no easy way to see which categories were performing well and move money towards them.

What we were up againstStock levels changing with every delivery of factory secondsOne standard Shopping campaign for the entire rangeNo visibility of which categories were profitable
The Appliances Warehouse storefront: eight product categories, all previously funnelled through one Shopping campaign.
The Appliances Warehouse storefront: eight product categories, all previously funnelled through one Shopping campaign.
02

What we did

The account audit showed the old campaigns had accumulated plenty of historical data, which meant we could move straight to a Smart Shopping campaign rather than starting cold. From there the structure was rebuilt around the way the business actually works: by category, with budget following stock and returns.

1Moved to Smart ShoppingWith enough historical data in the account, a Smart Shopping campaign could be launched immediately and start learning from day one.
2Switched on dynamic remarketingSmart Shopping brought dynamic remarketing with it, putting the exact products people had browsed back in front of them to bring them back to the site.
3Split campaigns by categoryEach category got its own campaign, so budget could be controlled by what was in stock and by which categories were returning the highest ROAS.
4Budget that follows the trendsCategory-level results make shifting buying trends easy to spot, so the budget split always reflects what is selling now.
03

The results

By restructuring the campaigns and concentrating spend on the categories that perform, ROAS increased by 200% and the number of online sales rose 62%. Different categories have different return opportunities; this structure makes sure each one is driving profitable results.

The new structure gives us far more control over the account, and it's the right platform for the real goal: more online sales, every day.

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