208% Revenue Growth in 5 Months for The Tool Store Canada
organic revenue growth
Google Ads ROAS
monthly Google Ads revenue
The Challenge
Following the shift to ecommerce during the pandemic, The Tool Store Canada needed to turn online sales into a meaningful growth channel. Their ambition was to double overall monthly revenue, but online sales were contributing only a small proportion of the business.
The challenge was made harder by a limited advertising budget. Every marketing dollar needed to generate measurable returns, requiring a highly targeted strategy that could increase revenue quickly, maximise Google Ads performance, and create repeat sales without wasting spend on low-intent traffic.
The Business
The Tool Store Canada is a family-owned hardware store selling high-quality woodworking tools in Canada. They were initially a physical store only, but COVID-19 forced them to focus more on online sales.
The Goal
The objective was to double overall monthly business revenue from CA$100,000 to CA$200,000 while increasing online sales to at least 25% of total revenue. Within PPC specifically, the target was to generate CA$20,000 in monthly revenue within six months despite a limited advertising budget.
The Strategy
Step 1: Focus Budget on High-Intent Buyers
Rather than spreading the PPC budget across awareness campaigns, we concentrated our Google Ads strategy on highly commercial product searches and branded traffic. Google Shopping campaigns became the foundation of the strategy, allowing us to showcase products, pricing, and availability while targeting the highest-converting SKUs.
Step 2: Optimise Every Click
With limited ad spend, campaign efficiency was critical. We continually refined product targeting, search terms, and bidding strategies to reduce acquisition costs while increasing return on ad spend (ROAS) as Google’s machine learning gathered more performance data.
Step 3: Increase Customer Lifetime Value
Alongside paid search, we introduced email marketing and Conversion Rate Optimisation (CRO) to encourage repeat purchases and recover additional revenue from existing customers. This created a second growth channel that complemented Google Ads while improving long-term profitability.
The Results
Result 1:
Within four months, monthly website revenue increased from CA$17,600 to CA$54,000, representing a 208% revenue increase. Google Ads alone generated CA$27,700 in monthly revenue from an ad spend of just CA$1,691, comfortably exceeding the original campaign target of CA$20,000.
Result 2:
Campaign optimisation reduced cost per acquisition (CPA) from CA$189.79 to CA$23.56 while delivering an exceptional 1,583% ROAS. Overall marketing activity generated an ROI of 110%, proving that highly targeted campaigns can outperform significantly larger budgets.
Result 3:
During the first six weeks, the new email marketing programme achieved a 41% average open rate and a 1.46% conversion rate. The channel generated CA$3,624 in revenue, including assisted conversions, creating an additional source of profitable growth beyond paid search.
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