Moon & Earth Crystals is an online e-commerce business selling ethical crystals. After launching in March 2024, founder Katie had set up a Google Ads search campaign to help promote the business. When she approached me in November 2024 to help with the campaign, she had been averaging a 1.22% Return on Ad Spend (ROAS) over the previous few months. That means she was earning £1.22 for every £1 spent on ads.
Objectives of the Google Ads Campaign
When we met in November, Katie was relying heavily on Etsy for many of her sales. Not only was she being charged additional fees for selling and advertising on the platform, she was missing out on potential repeat custom that would be easier to nurture directly on her own site.
Through the use of Google Ads, her main goal was to gain more traffic to her own website, to increase revenue, and to make more consistent sales. It was only by fulfilling these objectives that she would be able to confidently move away from third-party sales platforms like Etsy.
By putting ads in front of the right people – those looking to buy ethical, good-quality crystals and ritual items online – she hoped to at least double her monthly sales.
Improvements and Changes
I took over the campaign in early December and immediately boosted bookings in the lucrative pre-Christmas period by optimising the search campaign with better general keyword targeting, seasonal keyword targeting and asset optimisation. New imagery and video was added, text was adjusted to better appeal to Katie’s target audience, and low-converting and irrelevant keywords were removed from the campaign.
I also discovered that two ad groups were competing with each other. This means that Katie was bidding against herself, raising the cost of her advertising. The second ad group was paused to prevent this going forward.
Once some initial optimisations were implemented, I set up a Performance Max campaign, to include Google shopping ads. This meant that Katie’s campaign could make use of AI and machine learning to shape ads that would most appeal to the people who were seeing them. These types of ads also draw product information directly from the website, allowing users to view the products from Moon & Earth’s catalogue that would most appeal.
Ongoing monitoring is always vital when it comes to Google Ads, so performance is reviewed regularly, and budgets adjusted dynamically according to performance. With two campaigns running, these ongoing adjustments allow Katie to put her hard-earned money where it will generate most revenue, making the ads more valuable overall.
Results
Over the past 3 months, Katie’s Google Ads account has averaged a 4.5% ROAS (£4.50 made for every £1 spent), nearly quadrupling the return she was averaging before we started working together. As a result, she has increased her ad spend in order to take advantage of these positive returns. As of this month, I am also working on the SEO for the Moon & Earth Crystals site, something that Katie has never invested in before now.
Overall, website sales have increased by 130% in the 6 months since I took over management of the ads. We have already smashed Katie’s target of doubling her monthly sales, and ongoing improvements will help this upward trend continue.
Testimonial
“Working with Charlotte has been an absolute game-changer. I completely trust her. I don’t have the time, knowledge, or capacity to manage Google Ads myself, and she’s made it so simple to hand everything over. Since Charlotte took over, my website sales have more than doubled and I finally feel confident that my ad spend is being used wisely. She truly understands my brand and ideal customer and her care, strategy and attention to detail have been incredible. It’s one of the best investments I’ve made in our business. I’m now looking at how Charlotte can support me with SEO and at expanding our reach even further on Google to grow the business. Its really exciting, and I honestly wouldn’t want to do it without her. I would recommend Charlotte to anyone without hesitation.” Katie Carswell
Google Ads for Your Business
If you’re ready to see similar results for your own business, get in touch to find out more about my Pay Per Click services.