Helping More Aussies Shut the Door on Flies By Scaling Fly Screen Sales

The Challenge

Ezy Screens experienced strong initial growth due to a highly competitive product offering—providing quality retractable fly screens at 3-4x lower prices than competitors. While their early growth was organic, they introduced paid advertising to scale further.

However, their existing PPC strategy lacked structure and efficiency, leading to stagnant ad spend, underwhelming return on ad spend (ROAS), and limited conversion tracking.

Our Goal? To refine and scale Ezy Screens’ paid media strategy while maximising efficiency, boosting conversion rates, and driving new customer acquisition without cannibalising organic search efforts.

Platform Tactics

• Deploy a Shopping Feed & Performance Max Campaign
  Shopping ads are one of the best-performing placements for eCommerce. We deployed Merchant Centre and our best practice title/attribute structures to generate greater interest on the SERP. 
• Implement a Full-Funnel Search Strategy
  A structured funnel approach allows for more precise budget allocation based on customer intent. This ensures the right messaging is delivered at each stage, nurturing potential buyers and improving conversion rates.
• Segment Branded Traffic in Shopping
  Separating branded and non-branded traffic enables better budget control. This prevents overinvestment in brand terms and allows for greater focus on attracting new customers through non-branded searches.
• Expand Search Campaign Structure with Multiple Ad Groups
  A more granular campaign structure allows for greater relevance in ad copy and landing pages. This improves quality scores, reduces CPCs, and enhances the overall ad experience for users.
• Expand Keyword Coverage with Dynamic Search Ads
  DSA campaigns help uncover high-performing non-branded keywords, automatically matching search queries to relevant pages. We used DSA as a mining strategy to find new high-converting keywords.

Tracking & Measurement

• Improve Data Accuracy with Google Ads Conversion Tracking
  Switching from Google Analytics goals to Google Ads conversion tracking ensures more precise attribution from all ad clicks. More data means more learnings and the algorithms have more to optimise with. 
• Track Phone Calls to Capture More High-Intent Leads
  Adding call tracking helps measure phone-based conversions, providing a clearer picture of lead generation and enabling smarter campaign optimisations.