Pay Per Click for Major Appliance Brand

TL;DR

This PPC campaign for Glaros Consumer Products focused on driving high-intent traffic and maximizing conversions through a structured Google Ads strategy. By implementing Google Shopping, Search, and Retargeting campaigns supported by optimized product feeds and conversion tracking, DiscoverMyBusiness significantly improved campaign efficiency and sales performance. The result was a scalable, data-driven advertising system that delivered strong ROI, reduced wasted ad spend, and generated consistent purchase-ready traffic.

Project Overview

Client Background

Glaros Consumer Products, a wholly owned subsidiary of Screen Graphics of Florida, is a leading manufacturer and supplier of high-quality commercial and retail refrigerated coolers. Despite its strong industry presence and long-standing reputation serving Fortune 500 companies since 1971, the brand needed a more performance-focused digital advertising approach to scale online sales effectively.

The company was actively running digital advertising efforts but faced challenges in attracting the right audience. While traffic was being generated, a significant portion was not converting into qualified leads or purchases. To address this, Glaros partnered with DiscoverMyBusiness to develop a highly targeted Pay Per Click (PPC) strategy focused on driving purchase-ready traffic and improving overall return on ad spend.

Objective of the PPC Campaign

The primary objective was to build and manage a performance-driven Google Ads strategy that would:

• Increase qualified, high-intent traffic
• Improve overall conversion rates and sales volume
• Maximize return on ad spend (ROAS)
• Reduce wasted ad spend on non-relevant clicks
• Establish a scalable paid acquisition system for long-term growth

Built a performance-driven Google Ads management strategy to increase high-intent traffic, improve conversions, maximize ROAS, and establish a scalable paid acquisition system while minimizing wasted ad spend.

Challenges with Existing Campaign Performance

Before optimization, the campaigns lacked strong audience segmentation and intent-based targeting. Traffic quality was inconsistent, with limited focus on users actively searching for commercial refrigeration solutions. Additionally, the absence of a fully optimized product feed and structured campaign setup in Google Merchant Center restricted performance in Shopping and dynamic campaigns. Conversion tracking also needed refinement to accurately measure true ROI and sales attribution.

Strategic Approach

To overcome these challenges, DiscoverMyBusiness implemented a full-funnel PPC strategy centered on buyer intent and performance optimization. This included structuring campaigns around high-conversion keywords, building and optimizing the Google Merchant Center product feed, and launching Google Shopping, Search, and Dynamic Remarketing campaigns.

A conversion-focused campaign architecture was developed to ensure every stage of the customer journey was tracked and optimized. Continuous bid adjustments, audience refinement, and performance monitoring were applied through Search Engine Marketing (SEM) best practices to maximize efficiency, reduce cost per click, and improve overall campaign profitability.

DiscoverMyBusiness Services Used

A complete suite of digital marketing and web development services designed to build, optimize, and scale high-performing online experiences.

Together, these services ensure a seamless blend of design, development, and marketing strategies that drive visibility, engagement, and conversions.

The Execution

To achieve the client’s objectives, our team implemented a structured, data-driven PPC execution strategy focused on building a high-performance Google Ads ecosystem using Google Ads Management Services. The approach was designed to improve traffic quality, increase conversions, and maximize return on ad spend (ROAS) for Glaros Consumer Products.

Google Merchant Center Setup & Product Feed Development

We built the Google Merchant Center account from the ground up and developed a fully optimized product feed tailored for Google Shopping performance. Product data was structured to ensure accurate categorization, improved visibility, and stronger ad relevance, enabling better placement in shopping results and higher-quality traffic acquisition. A fully optimized product feed was created to improve Shopping visibility and ad relevance through Google Merchant Center Management.

Google Ads Account Structuring

A performance-focused Google Ads account structure was created to ensure full control over campaigns, ad groups, and targeting layers. Campaigns were segmented based on intent and product categories, allowing for more precise bidding strategies, improved tracking, and better budget allocation across high-performing segments.

Campaign Launch: Shopping & Search Ads

We launched a combination of Google Shopping and Search campaigns to capture both high-intent commercial searches and product-driven buyers. Shopping campaigns were optimized for visibility and conversions, while Search campaigns targeted strategic, purchase-ready keywords to drive qualified traffic.

Retargeting Strategy Implementation

To maximize conversions from existing traffic, we implemented dynamic retargeting campaigns targeting users who previously visited the site but did not convert. This ensured consistent brand exposure and helped recover potential lost sales by re-engaging high-intent visitors.

Conversion Tracking & Performance Measurement

Comprehensive conversion tracking was integrated across Google Ads and Google Analytics to accurately measure performance. This allowed for clear attribution of sales, improved decision-making, and real-time optimization based on actual conversion data rather than just traffic metrics.

Ongoing Optimization & Campaign Refinement

Continuous optimization was applied throughout the campaign lifecycle, including bid adjustments, keyword refinement, audience segmentation, and performance monitoring. This iterative approach helped reduce wasted ad spend, improve cost efficiency, and consistently increase campaign ROI over time.

The Results & Performance

The optimized PPC strategy delivered strong performance improvements for Glaros Consumer Products, significantly enhancing campaign efficiency, traffic quality, and overall return on ad spend through Lead Generation Services.

By shifting focus toward high-intent users and continuously optimizing campaign structure, the account achieved measurable business growth across all key performance indicators.

• Improved return on ad spend with a 4x+ ROAS, demonstrating stronger revenue generation from advertising investment
• Achieved a 350%+ ROI, reflecting highly efficient campaign performance and cost control
• Generated over 200+ attributed sales across product and service lines through targeted Google Ads campaigns
• Delivered an 8%+ click-through rate (CTR), indicating strong ad relevance and audience targeting
• Maintained an efficient $1.70 average cost-per-click (CPC), optimizing traffic acquisition costs
• Enhanced overall conversion quality by focusing on purchase-ready users, resulting in reduced wasted ad spend and improved lead-to-sale efficiency

These improvements established a scalable and performance-driven advertising system, enabling consistent sales growth while maximizing profitability from paid media efforts.

Turn Clicks into Customers with Expert PPC Management

The Pay Per Click campaign for Glaros Consumer Products successfully transformed the client’s digital advertising performance by shifting focus toward high-intent traffic and building a structured, conversion-driven Google Ads system. Through strategic campaign execution, continuous optimization, and data-backed decision-making aligned with a Digital Marketing Strategy Development, the campaign delivered strong improvements in ROI, efficiency, and overall sales performance.

This project highlights DiscoverMyBusiness’s ability to design and manage PPC campaigns that go beyond traffic generation and focus on real business outcomes such as conversions and revenue growth. By combining structured account architecture with performance optimization, the campaign created a scalable foundation for long-term paid media success.