HelloGravel: Scaling Growth in Home Improvement Ecommerce
About
The Challenge
The goals were clear:
- Drive consistent revenue and purchase volume growth through paid media.
- Strengthen non-brand acquisition while maintaining high ROAS.
- Build a campaign structure that aligns spend with profitability and intent.
- Integrate offline high-intent signals from quotes and project submissions to improve optimization accuracy.
Our Strategy
We focused on precision, scalability, and profitability — leveraging both Google Ads and Bing Ads through Search and Shopping campaigns to capture intent at every stage of the homeowner journey.
Search & Shopping Integration
Built an intent-based campaign architecture separating branded, non-branded, and discovery segments.
– Applied appropriate keyword structuring to balance efficiency and reach.
– Scaled non-brand campaigns to capture incremental market share.
– Used dynamic ad copy to reflect location, delivery speed, and pricing advantages.
Feed Optimization & Profit Alignment
Enhanced shopping feed quality with improved titles, attributes, and product categorization to boost visibility and conversion rate.
Introduced profit factor indexing, weighting bids and budgets toward product categories with stronger margin contribution.
Data-Driven Optimization
Integrated offline high-intent signals — such as estimate completions and confirmed deliveries — back into Google and Bing for smarter automation.
Continuous bid, budget, and creative optimization ensured ongoing efficiency while scaling volume.
We focused on precision, scalability, and profitability — leveraging both Google Ads and Bing Ads through Search and Shopping campaigns to capture intent at every stage of the homeowner journey.
Search & Shopping Integration
Built an intent-based campaign architecture separating branded, non-branded, and discovery segments.
– Applied appropriate keyword structuring to balance efficiency and reach.
– Scaled non-brand campaigns to capture incremental market share.
– Used dynamic ad copy to reflect location, delivery speed, and pricing advantages.
Feed Optimization & Profit Alignment
Enhanced shopping feed quality with improved titles, attributes, and product categorization to boost visibility and conversion rate.
Introduced profit factor indexing, weighting bids and budgets toward product categories with stronger margin contribution.
Data-Driven Optimization
Integrated offline high-intent signals — such as estimate completions and confirmed deliveries — back into Google and Bing for smarter automation.
Continuous bid, budget, and creative optimization ensured ongoing efficiency while scaling volume.
The Outcome
- 38% increase in purchases
- 62% growth in revenue
- 3.0x overall ROAS,
