Craft + Logic | DTC Ecommerce Case Study

Using Google Ads to Turn $484K into $5MM in Espresso Machine Sales

Craft + Logic has been working with Terra Kaffe since its founding in 2018 to help drive e-commerce performance and establish brand equity online. In 2021, the business was in a prime position to raise a Series A and needed to scale and expand their audience.

We built a strategy and plan that focused on the high-consideration of the TK-01 machine that became the path for increasing YoY ARR by 70% while lowering CAC with an increase in spend. 😱

To help scale the brand we doubled down on the high-intent of Google Ads to find potential customers in the midst of the journey. Previously we’d found success with standard SEM, but hadn’t expanded campaign types to build a full Google program. We built upon our previous work by increasing the campaign mix to include Shopping Ads, Display, and YouTube while scaling unbranded spend as well. So how do you end up with over a 10X RoAS? The answer is leaning into automation - slightly.

As we all know Google, and many ad platforms, are increasing their focus on AI and machine learning. Therefore, we want to work with these systems rather than against them. In order to do this we implemented key App Scripts, expanded Ad Types from ETAs to include RSAs/DSAs, and tested a myriad of keywords types with a focus on broad match. This became the building block of our scalable Google program that allowed us to spend nearly 500k and generate 5MM in sales. 💪 One script we included to pause keywords with low weekly impressions looks like this:

Multiple scripts and smart media buying looks like this:

70% increase in YoY revenue & beating CAC forecast by 20%

A sustainable CAC program with flexibility to maximize Q4.

Not every business and brand can recreate this combination strategy, but most possess attributes that can be tested and leveraged; allowing us to identify where spend opportunities are for ad dollar maximization. Get in touch if you’re interested in our thoughts on what can take your business to the next level.

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