Case Study

Candylab Toys

INDUSTRY: B2C + Ecommerce
MARKET: United States

Candylab Toys designs and manufactures premium wooden toy cars inspired by mid-century automotive aesthetics.

The Numbers You Care About

45%

Increase in Spend

50%

Decrease in CPA

50%

Increase in Revenue

Our Role and Process

We worked with Candylab Toys over the last 3 years. They came to us for two main reasons:

1. They lacked the internal skills to run paid ads efficiently without wasting money.

2. After a failed attempt at Meta Ads. They realized Google ads would be more complex and wanted to hire the best to help them scale the B2C business

The company had struggled with the migration from B2B to become a more B2C company that mainly sells on its DTC site.

We have worked with a number of B2B ecommerce brands and understand their unique challenges. We knew what pieces needed to be in place for a successful launch.

We set up the ad account by ensuring conversion tracking was in place and building a custom shopping feed in Google Sheets. We normally use Feedonomics, but since the client had a small SKU count and we wanted to get up and running ASAP, using Google Sheets made more sense for this job.

During this onboarding and setup process, we also recommended how the brand could improve its site and make it more user-friendly.

Once that was all done, we launched in Google ads. 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 long-term growth, and the omnichannel approach leads to increased revenue overall. But we needed to establish the right foundation to be successful.

Platforms Used

Efficiency improved considerably as we enhanced targeting and segmentation of their Performance Max and standard shopping campaigns. We used both campaigns because we wanted to control how some SKUs appeared in the shopping ad carousel while pushing ad spend and revenue during key holiday seasons.

As we collected more conversion dat and understood which products customers wanted to buy on the site. We used that knowledge to adjusted the product type within the feed to enable us to structure campaigns based on customer purchase behaviour.

This allowed us to scale ad spend and grow the amount of revenue that Google ads contributed the Shopify business.

We have been thrilled to work on this account. Plus the results we have been able to achieve, taking an account from scratch, speaks for themselves.