Case Study
From $18K to $180K in daily revenue
Google growth for a caregiving ecommerce retailer.
An online retailer of caregiving and home health supplies expanded from $18,474 in daily revenue in an early report to $179,871 in the latest supplied report. Google remained its top reported channel, growing from $12,609 to $102,136 in attributed daily revenue. Reported daily gross profit grew nearly elevenfold.
|
Reported daily result
|
August 22, 2020
|
August 22, 2022
|
Growth
|
|---|---|---|---|
|
Business revenue
|
$18,474
|
$179,871
|
+874%
|
|
Google revenue
|
$12,609
|
$102,136
|
+710%
|
|
Gross profit
|
$5,443
|
$58,304
|
+971%
|
|
Orders
|
272
|
2,248
|
+726%
|
|
Repeat customers
|
178
|
1,543
|
+767%
|
Two individual daily snapshots, not monthly averages. Figures are reported by Glew. Gross profit is distinct from net profit and does not establish profit after advertising, fulfillment and overhead.
Four15 Digital’s documented work focused on expanding Google Search and Shopping, using customer lifetime value to guide investment, and finding more customers at an acceptable acquisition cost. During 2021, reported Google acquisition increased from 152 new customers per day in March to 332 per day in the September reporting window, while CAC moved from $69.48 to $73.41.
Across paid Search and Shopping, monthly new customers rose from 943 in July 2020 to 10,296 in September 2021, a 992% increase. These combined channel totals include search engines beyond Google.
Engagement context: supplied meeting notes run from August 2020 through December 2021 and discuss a transition at the end. The August 2022 snapshot shows the later business trajectory; it is not presented as a result entirely generated during Four15’s documented management period. Attribution methods and weekday differences also affect snapshot comparisons.
The early account had room to grow, but it needed more useful segmentation and broader coverage. The mini audit found Shopping product groups ranging from 126% to 563% ROAS inside the same campaign, shared DSA budgets with a uniform 300% ROAS target, inactive campaign structures, inconsistent ad coverage and a broken referral sitelink. Those findings informed the work that followed.
We rebuilt Shopping around product categories and added lifetime-value labels to the feed. By March 2021, campaign segmentation included category, parent-product LTV and item or price group. This gave the team control over which products received more investment and which should be limited.
The customer’s first order was only part of the economics. We used 90-day customer value and retention data to prioritize products likely to generate repeat purchases. Low value products were excluded using category-specific rules, while stronger categories received their own acquisition targets. Later, gloves and wipes received separate campaigns so their volume could be managed directly.
We consolidated fragmented Search campaigns by category, expanded product and brand keywords, and added generic category terms. One November 2020 build added 892 keywords extracted from previous converting queries. Regular new-product builds kept coverage growing as the catalog changed.
We rewrote ads for relevance, tested product-price customizers and responsive search ads, and refined Dynamic Search Ads by category. Landing-page checks found search result destinations with no matching products, which prompted URL corrections. Feed work with the client and Feedonomics addressed product identifiers, availability mismatches and shipping-policy issues that could interrupt Shopping delivery.
We tested target CPA against target ROAS and reviewed the cost of increasing volume. A November 2020 Daily Living experiment produced a $25.76 CPA under target CPA versus $52.51 under target ROAS, although the latter delivered higher immediate ROAS. That tradeoff mattered for a retailer expecting repeat orders.
As spend grew, we tested marginal acquisition costs rather than relying only on account averages. An August 2021 bid simulation suggested that raising one target could make the additional conversions cost about $224 each. We used this analysis to favor keyword expansion, product segmentation and conversion improvements where possible, while controlling aggressive bid increases.
Reporting distinguished new buyers from returning buyers and compared results across analytics and attribution tools. In November 2021, the account moved to counting only new buyers as bidding conversions and suppressing returning-buyer lists in Search. We also monitored the potential revenue tradeoff if owned channels failed to recapture those customers.
The result was a much larger Google acquisition program, built around product economics and customer retention. Business revenue expanded substantially during the engagement. The daily snapshots also show substantial reported gross-profit growth. The records do not establish a verified change in net profit or isolate the contribution of individual marketing changes.