Founded in 1998, London based Brindisa is today renowned worldwide for their array of artisanal products that capture the essence of Spain’s rich culinary heritage. Committed to quality and sustainability, Brindisa celebrate the passion and craftsmanship of Spanish producers, bringing the finest flavours of the Iberian Peninsula to food enthusiasts worldwide.

With three retail shops, five restaurants across London, a wholesale operation and an online shop, Brindisa is firmly established as one of the UKs Spanish food champions.

Challenge

Operating in a niche yet competitive market, Brindisa tasked us in May 2019 with enhancing their returns from Google and Bing Ads with the view to building a long-term relationship and further help them grow online market share.

Historically, their ads had been managed from accounts they did not own. Therefore, the first task was to bring everything in-house for them so they could take back control of the digital assets. Setting up from scratch meant that we only had historical analytics data to benchmark against, as we had no access to the previous ads accounts.

Within an initial 3 month short timeframe, we needed to meet two key objectives:

  • Restore business control of online ad accounts
  • Grow Return on Ad Spend (ROAS) from 3.4 to at least 5 while maintaining the current economical budget.

Strategy

Setting up new advertising accounts took some time, but it provided us with the opportunity to implement a fresh approach across the board without being constrained by any historical constraints. With fixed budgets, we had to maintain strict control over campaigns to avoid wasteful and negative spending.

Initially, we had no choice but to focus on generating revenue through search ads, as the product data required attention before we could launch shopping campaigns and pursue the desired ROAS aggressively.

Once we were up and running, we opened the funnel and focused on capturing negatives while improving the quality score to reduce the high CPC figures and overall campaign cost. As conversions grew, we saw opportunities to tighten the account and greatly improve the ROAS.

Results

At the end of July 2019 we were achieving great success and positive growth on the previous year and look forward to pushing the account further:

  • Reduced cost per acquisition to £8.33 from £20.46 in 2018
  • Increased ROAS from 3.4 to 7.54 in 3 months
  • Increased website revenue by 38% YoY
  • Client: Brindisa
  • Website: Brindisa
  • Sector: Food & Beverage
  • Services: PPC

Results

  • 122% increase in ROAS
  • 38% YoY increase in website revenue
  • Reduced CPA by 59.28%