Google AdsPostclick Height safety equipment

How we made RISE Pacific's 615-product Shopping campaign pay

RISE Pacific had tried Google Shopping before without the results they needed, and their product pages were still half-built. A phased Smart Shopping launch, landing page fixes and ongoing pruning lifted ROAS, revenue and conversion rate.

I Want Results Like This
An Australian coastal landscape at dawn, from Rise Pacific
615Products in Smart ShoppingSplit by site category
3Launch phasesBuild, optimise, prune
HigherROAS, revenue and conversionsOn a limited budget
01

The problem

RISE Pacific are specialists in the vertical heights industry, offering rigging, access and heights services alongside an equipment shop. They had tried Google Shopping campaigns in the past, but the results weren't what they needed.

Before we could set any Shopping campaigns live there were a few things to sort out. The biggest was the product landing pages themselves: the eCommerce section of the site was still being added, and some product pages were missing descriptions and basic information.

What we were up againstPast Shopping campaigns hadn't deliveredeCommerce section still being builtProduct pages missing descriptions and informationLarge catalogue on a limited budget
The RISE Pacific homepage: rigging, access and rescue services, with the equipment shop still taking shape.
The RISE Pacific homepage: rigging, access and rescue services, with the equipment shop still taking shape.
02

What we did

We planned the Google Ads launch in three phases: build a Smart Shopping campaign across the whole catalogue, fix the product landing pages, then optimise on the data as it came in.

1Smart Shopping across all 615 productsWith data already in the account, we built a Smart Shopping campaign covering all 615 products, split into the categories used on the website so we could see where conversions came from.
2Dynamic remarketing built inSmart campaigns pull images, headlines and descriptions from the site, serve across Shopping and Display, and retarget visitors who browsed but didn't buy.
3Landing page recommendationsDrawing on the customer journey, what competitors were doing and years of landing page work, we recommended adding unique selling points, clear shipping times and costs, and better product descriptions.
4Ongoing pruning of under-performersAs Google's algorithm gathered data over the following months, we excluded products missing the target ROAS and pushed spend towards those converting best.
03

The results

With a large catalogue and a limited budget, growth was gradual but steady across every metric that mattered. Letting the algorithm collect data, optimising the landing pages for conversions and continually refining the account delivered an overall lift in ROAS, revenue and conversion rate.

The product exclusions and landing page improvements keep compounding: every month of data sharpens where the budget goes next.

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