Coffee House – Boosting Conversions in the Coffee Equipment Market

Key results

4,712

Total conversions

30%

Reduction in average CPC

x2

Increase in conversion rate

coffee equipment case study

Summary

Our client is a well-known retailer of premium coffee equipment and coffee, representing the finest Swiss coffee culture since 1997.
Although their website’s organic visibility was on the rise thanks to a successful SEO initiative, they sought a strategic PPC approach to strengthen their digital advertising presence.
Cooperation Period
Ongoing
Location
Eastern Europe
Services
PPC
Industry
Food & Beverage

Business Challenge

Despite an increase in website visibility, Coffee House’s paid search structure lagged behind those of its competitors. The company required a more sophisticated digital advertising strategy to capture a greater share of the coffee equipment market and to convert visitors more effectively. The main goal was to increase the market reach of their coffee machines, capitalizing on high-intent customer segments.

Solutions

To address these needs, we designed a phased PPC strategy for maximum impact:

  • 1

    Preparation

    – Conducted a user experience audit to identify improvements.
    – Compiled actionable fixes for the shopping cart, order completion, and phone number capture for abandoned carts.
    – Optimized the website for PPC performance.
    – Prepared advertising, remarketing, and Google Display Network campaigns.

    Preparation

    – Conducted a user experience audit to identify improvements.
    – Compiled actionable fixes for the shopping cart, order completion, and phone number capture for abandoned carts.
    – Optimized the website for PPC performance.
    – Prepared advertising, remarketing, and Google Display Network campaigns.

  • 2

    Campaign Launch

    – Launched Google Ads campaigns focused on high-priority coffee equipment models.
    – Set up dynamic ads to reduce competition for specific models.
    – Expanded reach with GDN keyword campaigns tailored to customers’ interests.
    – Enabled Google Shopping ads for coffee machine models to capture high-conversion searches.

    Campaign Launch

    – Launched Google Ads campaigns focused on high-priority coffee equipment models.
    – Set up dynamic ads to reduce competition for specific models.
    – Expanded reach with GDN keyword campaigns tailored to customers’ interests.
    – Enabled Google Shopping ads for coffee machine models to capture high-conversion searches.

  • 3

    Review & Intensification

    – Rolled out ads on comparison sites to broaden visibility.
    – Activated call tracking to gain insights into customer behavior.
    – Adjusted budget allocation for top-performing keywords and improved landing page quality.
    – Tested purchase patterns based on time and day variations and added scripts to enhance campaign automation.

    Review & Intensification

    – Rolled out ads on comparison sites to broaden visibility.
    – Activated call tracking to gain insights into customer behavior.
    – Adjusted budget allocation for top-performing keywords and improved landing page quality.
    – Tested purchase patterns based on time and day variations and added scripts to enhance campaign automation.

Project Results

As a result of our targeted PPC strategy, Coffee House experienced substantial growth in conversions while keeping costs low. The results exceeded initial targets through advanced and flexible paid search methods:
Conversions Growth
Total conversions: 4,712
Conversion rate: Doubled compared to initial campaign metrics
Cost Efficiency
Average CPC: Reduced by 30%, improving overall cost-efficiency for lead generation.