Farm Marketplace · Case study

Google Ads for Farm Marketplace

ExtraDigital helped Farm Marketplace increase conversions by 21% and return on ad spend by 105% through Google Ads campaign optimisation.

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Farm Marketplace eCommerce Google Ads case study

Client: Farm Marketplace
Platform: Google Ads
Services: Lead Generation PPC

Key results

Click-through rate (+41%): 1.9%Click‑through rate (+41%)
Conversions (+21%): 136Conversions (+21%)
Return on ad spend (+105%): 19Return on ad spend (+105%)

Overview

Farm Marketplace’s relationship with ExtraDigital began with CS-Cart development to improve the website experience. Following that work, the client asked us to support its marketing and grow its Google Ads account.

The project brought together an improved shopping experience and ongoing paid advertising. Our earlier Farm Marketplace case study covers the website UX work.

The challenge

Farm Marketplace needed its Google Ads account to support growth. As an eCommerce business, its products were central to revenue, making an effective Shopping campaign a priority.

The challenge was to improve campaign performance: attract shoppers, increase conversions and strengthen return on ad spend.

The solution

Prioritising Google Shopping

We reviewed the account and made campaign optimisations and recommendations, with the main focus on Google Shopping. This kept product advertising at the centre of the work.

Alongside Shopping, we ran Dynamic, Search and Display Remarketing campaigns as part of the account’s wider advertising activity.

Preparing for Performance Max

In 2022, Google was replacing Smart Shopping with Performance Max, with automatic upgrades scheduled between July and September. We had already set up Performance Max campaigns for our clients in preparation for the change.

Our separate Performance Max case study shares early findings from another eCommerce campaign.

The results

A year into managing the account, the month-on-month results showed improvements in click-through rate, conversions and return on ad spend:

1.9% click-through rate — an increase of 41%.
136 conversions — an increase of 21%.
19 return on ad spend (ROAS) — an increase of 105%.

The account generated more conversions while improving the return on its advertising spend.

What’s next

Explore our PPC management services or discuss your eCommerce advertising with our team.

Frequently asked questions

What should an eCommerce Google Ads campaign focus on?

Start with the commercial priorities: which products you want to sell, the conversions you need and the return on ad spend the business requires. For Farm Marketplace, Shopping was the main focus, supported by Dynamic, Search and Display Remarketing campaigns.

How do you measure eCommerce Google Ads performance?

Review conversion volume and return on ad spend alongside click-through rate. Click-through rate shows how often people click an ad; conversions show completed tracked actions; ROAS relates the tracked conversion value to advertising spend. Reading them together gives a clearer view than clicks alone.

Can website improvements support paid advertising?

Yes. Advertising brings shoppers to the website, but the buying experience still matters. Clear navigation, useful product information and a straightforward checkout help shoppers move towards a purchase. ExtraDigital’s relationship with Farm Marketplace began with CS-Cart development before extending into Google Ads management.