Booze & Barrels

01 - Challenge

The challenge

Booze & Barrels (formerly Don Vassie Decanters) came to us under-serviced by their previous agency. 80% of their Google Ads budget was funnelled into a single Performance Max campaign with no visibility or control. Their hero product - custom decanters - had no dedicated push, CTR was stuck under 5%, and seasonal gifting demand (weddings, holidays, corporate) was completely untapped.

02 - Approach

How we ran the program

1. 01

   Rebuilt Shopping and Search by product type

   Segmented campaigns by product so we could push hero SKUs like decanters and aging barrels with precise budget control and clear ROAS visibility.

2. 02

   Feed and copy rewritten for relevance

   Optimised Merchant Center titles and descriptions to highlight USPs and rewrote all ad copy using AIDA - lifting Search CTR by 60%.

3. 03

   Launched gifting and seasonal campaigns

   Dedicated campaigns for weddings, holidays and corporate gifting unlocked entirely new high-intent audiences, layered with Customer Match remarketing across the funnel.

03 - Outcome

The outcome

Monthly Google Ads spend scaled from $16K to $68K at a 4.08 ROAS. Revenue up 329%, non-brand ROAS up 37.4%, Search CTR up 60% and brand dependency cut by two-thirds.