Unleashing the potential from PPC

The Darcy Group

The Darcy Group is a British manufacturer and supplier of products to prevent and clean up spills that otherwise could pollute the environment.  They help businesses from multiple verticals to comply with environmental regulation. We have been working together since June 2023, when Darcy recognised a need for a full-service approach to their outsourced marketing activity.

Starting at the beginning

As part of our initial discovery meetings with Mark, the Sales Director at the Darcy Group, we learnt that he’d previously used a different agency to set up and run some PPC campaigns on Google Ads. But after not seeing any results, they’d turned the campaigns off.

We discussed their competitors within the spill care industry and how they were running their Google Shopping ads. It was something that Mark was keen to try but his previous experience meant he was a little hesitant. Wanting to understand what had happened before, we said we’d have a look into it and report back on our findings.

Investigation time

After a thorough PPC audit, we found that the account hadn’t been managed well. There were no conversions being tracked so Mark was left in the dark about whether he was seeing any return from their ad spend. We identified multiple opportunities and recommended to Darcy that we should:

  • Fully restructure and rebuild the Google Ads account
  • Rewrite the ad copy and extensions
  • Build audiences into the account to shape who sees the campaigns
  • Set up Google Merchant Centre and Shopping ads to support the e-commerce side of the business.

2.27 average ROAS in 6 months

Since taking over the PPC account for Darcy, we have reduced cost per click from their previous spend. And with conversion tracking now in place, we can report an average ROAS of 2.27 since we turned the ads back on.

So far, our PPC campaigns have achieved a return of 182%. We generated over 300k impressions, which resulted in £7,460 in new revenue.

The next steps are to continue optimising using the data available. We’re pleased to have shown that Google Shopping ads can work for niche areas such as spill care products.