The Green Reaper has been supplying quality garden machinery to consumers in the UK for many years. Realising the opportunity to engage end users, they became one of the first companies to offer products online, and have since established themselves as a successful ecommerce brand for more than 20 years.
Boasting an online catalogue of more than 3,500 products from top brand manufacturers, which stand out for their high performance and quality build, the Green Reaper is a well-known, trusted brand for both the domestic gardener and the professional user.
The key issue
While the Green Reaper had tried paid ads previously, they weren’t seeing the results they needed from their activities and in December 2023, approached us with a clear objective to grow their annual revenue by 20%
In order to achieve these ambitious targets they needed to push the brand on in 2024 to take advantage of peak season opportunities and knew our combination of strategy-first, paid media and creative services could help them reach their goals.
The solution
Our first step was to review not just revenue per unit, but also profitability on a per-brand and per-category basis. This informed our account structure and ensured we were able to drive sales to the most profitable products rather than being solely focused on revenue generation.
Using a combination of both first-party and third-party data, alongside custom intent audiences, we were also able to create high-intent, in-market audiences, enhancing the ads conversion rate and delivering an improved ROAS.
Our paid search strategy was to adopt an audience-centric approach, fuelled by our early implementation of Performance Max, which quickly became a key campaign format for The Green Reaper.
For more higher-ticketed items, we introduced campaigns designed to keep The Green Reaper at the forefront of consumers’ minds as they move through their decision-making process. While Google Ads often provide the first touchpoint for new customer acquisition, higher-priced items are less of a spontaneous purchase, so we used a combination of remarketing audiences, customer lists for search ads, and Meta ads to keep audiences engaged throughout the buying process.
For the first time, we also introduced paid social ads campaigns on Meta. By utilising remarketing campaigns and some very targeted prospecting ads, based on interests and demographics, we were able to drive significant traffic volumes, leading to increased sales but are also positioning The Green Reaper as an industry leader and a reliable, credible source of information, nurturing potential new customers and enhancing the lifetime value of past purchasers.
The results
The period from early spring through the summer months is a key time for The Green Reaper as UK households’ demand for gardening equipment reaches a peak.
Fortunately, with our support, The Green Reaper is now reaping its own rewards of a well-targeted paid marketing strategy.
The Green Reaper has seen its Google Ads revenue increase 39% year-on-year during the peak season, while also maintaining a very healthy 14x ROAS.
These results are reflected by an improved conversion rate which increased by 23%, making the client’s Google Ads budget work harder.
Having launched Meta ads for the first time, we have also seen a ROAS of 21.5x
With the help of these paid media campaigns, alongside Evergreen’s digital consultancy services, The Green Reaper has seen a year-on-year increase in peak revenue of 79%.
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