SunSkips offers skip hire and waste management services in the UK. Compared to most of their more traditional competitors, they place an important emphasis on digital client acquisition.
Situation
SunSkips was a relatively new business when they began collaborating with AA in order to optimize and scale campaigns. One of the first actions was to implement ecommerce measurement in Analytics for ROAS reporting and optimization. From that point forward, revenue continued to grow efficiently throughout the year.
During our second year of activity, these optimized search campaigns needed to be scaled for increased sales whilst maintaining a ROAS in keeping with year one.
Solution
- Data-driven optimization in year 2 achieved an even better return than in year 1. We switched from a targetCPA model to a targetROAS optimization for ecommerce. Along with a less restrictive bid and budget strategy, this made it possible to scale sales and boost visibility during key moments while always maintaining profitability.
- Once Search campaigns had reached their limits, we started testing Google Performance Max campaigns in the very early beta stage. This allowed us to expand Sunskips’ visibility beyond search to other Google platforms, such as the Display Network, YouTube, Gmail and the Discover section, generating more traffic and establishing Performance Max as a major sales drivers.
Results
Steady increase in revenue throughout the year.
x150
Impressions YoY
+414%
Clicks YoY
+56%
Revenue YoY
Services provided
“All Around’s analytical and data driven approach to paid search, and paid media in general, showed results from day 1 and they have worked with us to continuously scale our overall business growth.”
Mat Stuart Managing Director