Boost Your shelving Business: Google Ads Success Case Study
$142K revenue and 3000% ROI
from targeted Google Ads campaigns
When this shelving company first reached out, competitors were aggressively bidding on their brand name and capturing traffic that should have been theirs. They wanted to understand their options, and more importantly, reclaim their market share through strategic Google Ads management.
3000% ROI
In 12 months of Google Ads management
$142,102 Rev
Gross Revenue from 8 months of Google Ads
423 Leads
423 Leads generated in 12 months of Google Ads
$46.31 CPL
Average cost of $46.31 per lead from Google Ads
about the shelving company
This Australian shelving supplier provides custom storage and display solutions for both retail and commercial spaces.
They specialise in gondola shelving, shop fittings, and modular display systems for businesses across multiple industries.
The company’s goal was straightforward: to stop competitors from outbidding them on branded searches, protect their digital presence, and grow sales through precise, performance-based campaigns.
The problem
Before partnering with us, the business was losing valuable traffic to competitors who were bidding directly on their brand name.
Potential customers searching specifically for their company name were being redirected to other competitor sites.
While the company had experimented with Google Ads in the past, they lacked a structured strategy, conversion-focused ad copy, and keyword control.
There were no dedicated brand campaigns, and without strong negative keyword management, much of their budget risked being wasted on irrelevant or competitor-driven clicks.
what Bel. Digital found
- No dedicated brand campaign, leaving the business exposed to competitor bidding.
- Missing or weak ad assets: incomplete callouts, sitelinks, and structured snippets.
- Limited ad copy that failed to communicate the product range or competitive advantages.
- Broad, unfocused keyword targeting
- No competitor or industry negative keyword lists, allowing poor-quality traffic to slip through.
- Campaign goal set incorrectly, optimising for clicks instead of sales conversions.
- No regular search term report audits or data-driven exclusions.
brand protection
Launched a dedicated brand campaign to reclaim traffic and prevent competitors from bidding on the company’s name.
negative keyword strategy
Built industry and competitor negative keyword lists to block irrelevant searches and reduce wasted ad spend.
targeted expansion
Added tightly related general keywords to capture more qualified searchers while maintaining campaign precision.
scalable growth
After early success, the client increased ad spend from $600 to $1,600 monthly, leading to 1000% ROI and long-term scalability.
structured campaign setup
Separated brand and gondola shelving campaigns to ensure clear campaign tracking & prevent keyword overlap.
performance optimisation
Set campaign goals to “Sales” and performed regular search term audits to maintain traffic quality and performance.
our solution
We began by creating a dedicated brand campaign to reclaim ownership of the company’s name and protect its search visibility. A well-written responsive search ad (RSA) was developed, supported by complete campaign assets — including callouts, sitelinks, structured snippets, and call extensions.
To improve traffic quality, we introduced both industry and competitor negative keyword lists. These excluded unrelated searches, DIY content, and competing platforms like Amazon and Temu. The campaign goal was set to “Sales,” allowing Google’s algorithm to optimise for revenue rather than clicks. Regular search term report audits were implemented to refine traffic further and maintain conversion efficiency.
Once early results showed promise, we gained approval to expand slightly beyond the brand name, incorporating tightly related general keywords to capture broader intent while maintaining relevance. Encouraged by success, the client agreed to launch a second campaign focused on gondola shelving, which produced three conversions within its first week.
To ensure clear performance tracking, we excluded brand terms from the gondola shelving campaign, keeping the two campaigns independent and accurately measurable. As results continued to improve, the client increased their ad spend from $600 to $1,600 per month — a confident move that reflected their growing trust in the process and the measurable returns they were seeing.
results
Over 12 months (1 February 2025 – 31st January 2026), the campaigns turned a $19,566 ad spend into $142,102 in revenue, delivering an impressive 741% return on investment.
This means for every $1 spent, the company generated $7.41 in sales.
In total, the campaigns produced 423 leads at an average cost of $46.31 per lead. Of these, 191 were direct online conversions, and 232 were offline or bulk orders not included in revenue tracking or the ROI calculations.
Based on historical averages, these offline orders suggest the real ROI was likely closer to 3000%, given their larger transaction values.
Initially, one of the company’s owners was sceptical about what Google Ads could deliver. However, the results speak for themselves.
As confidence grew, the client expanded into a new product category, with future campaigns already in motion for the next quarter, leading into 2026.
Ready to come up with a plan of attack?
