UKElectroCity.ie
SUMOBLUE Ignites ElectroCity.ie's Google Ads Performance with Explosive ROAS Growth
Results
989.37%
increase in ROAS (Q4 2023 vs. Q4 2022)
551.83%
increase in ROAS (Q1 & Q2 2025 vs. Q1 & Q2 2024)
The Challenge: Stagnant Growth & Untapped Potential
ElectroCity.ie, a leading Irish electronics retailer, needed to significantly boost their online revenue and efficiency from Google Ads. They faced the common challenge of maximising return on ad spend while navigating a competitive e-commerce landscape. SUMOBLUE stepped in during July 2023 with a mission to not only grow revenue but to do so with strategic reductions in overall ad spend.
Our Strategic Approach: Precision, Seasonality, and Creative Excellence
SUMOBLUE’s success with ElectroCity.ie wasn’t about simply spending more; it was about spending smarter. Our multi-faceted strategy focused on intelligent campaign structuring, leveraging seasonal trends, and enhancing ad creative to maximise impact.
How we did it
- Strategic Optimisation: Our Blueprint for Success
- Precision Targeting & Creative Excellence
- Data-Driven Strategies, Unrivalled Results
When we took over the ElectroCity.ie Google Ads account in July 2023, our core objective was to transform their digital advertising into a powerful engine for sustainable, profitable growth. This meant not only significantly increasing Return on Ad Spend (ROAS) and driving substantial Google Ads revenue, but also achieving these results while strategically optimising and reducing overall ad spend. Our aim was to establish ElectroCity.ie as a dominant player in the Irish electronics market by maximising their online efficiency and ensuring every ad investment yielded exceptional returns.
Key Strategies Implemented
PMax Optimisation & Budget Reallocation
We identified that branded traffic within Performance Max (PMax) campaigns was inefficiently consuming budget. By excluding branded terms and linking negative keyword lists, we redirected budget to high-potential product areas, significantly improving overall account efficiency.
Strategic Seasonal Gifting Campaigns
Recognising the high potential of gifting seasons, we launched dedicated Google Search campaigns for Q4, focusing on specific gifting items. This “Q4 – Seasonal Gifting” campaign, using phrase and exact match bidding, delivered exceptional results.
Dynamic Seasonal Segmentation with Custom Labels
We implemented a sophisticated segmentation strategy using custom labels within Google Merchant Center and Shopping-only PMax campaigns. This allowed us to align ad spend and product promotion with ElectroCity’s fluctuating seasonal demands (e.g., “Refrigeration & Cooling” in summer, “Dryers” in winter, “Tech” from August through Christmas), ensuring maximum visibility for relevant products at optimal times.
Enhanced Creative Services
Beyond technical campaign management, SUMOBLUE provided integrated graphic design, video production, scriptwriting, and voice-over services. This ensured ElectroCity’s promotions were visually appealing and highly engaging, directly contributing to improved ad performance and sales during critical sale events.
The Results
Since taking over in July 2023, SUMOBLUE has driven continuous, substantial growth in revenue and Return on Ad Spend (ROAS) for ElectroCity.ie, all while strategically reducing overall Google Ads spend.
Q1 & Q2 2025 vs. Q1 & Q2 2024:
Q3 2023 vs. Q3 2022
Q4 2023 vs. Q4 2022
Campaign Spotlight: Strategic Seasonal Gifting
Our focused “Q4 – Seasonal Gifting” campaign delivered outstanding results:
Recognising the immense potential of key retail periods, our team strategically launched a dedicated “Q4 – Seasonal Gifting” campaign. This focused initiative was meticulously designed to target relevant gifting items during the crucial fourth quarter. The results were outstanding, demonstrating a remarkable return on every euro invested and significantly contributing to ElectroCity.ie’s revenue during this peak season. This success powerfully illustrates the effectiveness of precisely targeted campaigns that align with seasonal consumer demand, turning timely insights into exceptional performance.
Conclusion
SUMOBLUE’s partnership with ElectroCity.ie exemplifies how a strategic, data-driven approach to Google Ads can lead to significant and sustained growth in both revenue and return on ad spend, even while optimising spend. Our commitment to understanding client needs, implementing intelligent strategies, and delivering exceptional creative services has yielded remarkable results.
We would be happy to do a FREE Google Ads audit for you – this tells you your Google Ads strengths and weaknesses, and compares you to your competitors. Want to find out more? Schedule your free strategy session with us today.
