Angus & Oink & Google AdWords: A Partnership that Delivered Exceptional Results
In the spring of 2022, Scotland Food & Drink introduced Root & Toot to Angus & Oink, a dynamic manufacturer and retailer specialising in spices and rubs, with a focus on the BBQ market. While the brand was well-established, they weren’t satisfied with the performance of their Google AdWords campaigns. Despite their investment, they were not seeing the results they expected in terms of management, data, and ultimately, sales. After being recommended to them, we took the time to understand their objectives and carried out a thorough analysis of their previous campaigns, the broader market, and their place within it.
Tailoring the Strategy
We began our collaboration with Angus & Oink in April 2022. One of the first insights was that Angus & Oink had the capability to deliver their products across the UK. However, after reviewing their market presence, it became clear that the south of England held the greatest potential for their products. As a result, we decided to allocate the budget in such a way that it concentrated efforts on this region.
Additionally, the BBQ market naturally experiences seasonal fluctuations. With BBQ rubs being most in demand from Easter through to October, we adjusted the budget accordingly, ensuring that the peak period was given the most attention, though we continued to drive sales throughout the rest of the year.
Outstanding Results
Over the course of 30 months, this generated an impressive return on advertising spend (ROAS) resulting in a ratio of 3.6:1 – meaning that for every £1.00 spent on Google Ads, Angus & Oink saw a return of £3.60.
Moreover, this campaign had a lasting impact. It introduced 2,972 new customers to the brand, resulting in a further 4,317 repeat sales over the same period. This underscores the long-term value of effective digital advertising strategies, not just in attracting new customers but also in fostering loyalty.
The success of this campaign is a testament to the power of a tailored Google AdWords strategy and its ability to drive not just immediate sales but long-term customer engagement. Attracting new customers, optimising for seasonality, and focusing the budget on high-potential regions are key elements of the approach that delivered good results for Angus & Oink.
If you’re interested in learning more about this please feel free to contact us directly.
