Case Study

1800ceiling

INDUSTRY: B2B + Ecommerce
MARKET: United States

1800ceiling.com is an online company offering produts to solve ceiling, HVAC and lighting problems.

Client Testimonial

Take Some Risk, yes, the name of the company immediately drew me in. Isn’t being in business all about the risk, the thrill of the ride? If you are risk adverse, get out now.

I grew tired and frustrated of risking my money and time with Google Ads and Google Merchant. For years I let the Google account managers, assigned to me, lead me down a path of overspend and inefficient ads. The Google account managers are in it for one thing, get you to spend more and more each month. That of course is how the account managers get paid. I wanted to get off that roller coaster. Luckily, I stumbled upon a reddit post and reply by Duane. It was a simple and honest answer to the offend asked, frustrating question regarding Google Performance Max Campaigns.

I researched Take Some Risk and decided to let Duane and Bradley handle my Google Ads and Merchant campaigns. I’m a firm believer in sticking to what you do best, run your business, and let the pros do the rest. These guys are true pros and really know their business. I can now relax and rest easy knowing that my account and marketing budget is in great hands. One of the best decisions I ever made. I highly recommend!”
– Glenn, President 1800ceiling, Inc.

The Numbers You Care About

35%

Decrease in Spend

20%

Decrease in CPA

Our Role and Process

In October 2024, 1800ceiling.com engaged us to address key challenges in their Google Ads and Microsoft Ads accounts.

The company had struggled with Google’s migration from Smart Shopping to Performance Max and there were many issues with both the product feed values and overall feed structure.

Ad spend was substantial, but performance had plateaued. Working in house and advised by Google reps.

Google was the brands main channel due to unsuccessful attempts to launch Microsoft. Meta also wasn’t in the picture yet since creative was limited.

As we do with every new client in this situation we start by succeeding with one platform and then moving to the next. Ad revenue diversification is the key to stable longterm growth, and the omnichannel approach leads to increased revenue as a whole.

We rebuilt and optimized the shopping feed, adding new values and the ability to easily segment both B2B & B2C products using custom labels. Regular monitoring and updates to the shopping feed continue throughout our journey with a client.

Platforms Used

Efficiency improved considerably as we improved targeting and segmentation of the existing Performance Max campaigns, with no loss to overall business revenue! We adjusted the product type within the feed to enable us to structure campaigns based on customer purchase behavior.

These foundational changes, and a full UX/UI Audit we conducted empowered the client to make a range of website updates to improve the customer journey.

With all the building blocks in place we then began to scale the spend and account incrementally. Using improved audience signals and custom segments to give Google the information it needed to find our target customer.

The results since we began increasing spend have been strong. With YoY growth of 12% for the month of August.

We have been thriled to work on this account, and the testinonial from Glenn at 1800ceiling.com below says it all.