Case Study | Google Ads
Butterfly Bakery of Vermont: Google Ads Case Study
Read how we built a structured Google Ads engine for a US specialty eCommerce brand that scaled to 5x+ ROAS in three months.
About Butterfly Bakery
Butterfly Bakery of Vermont is a US specialty food brand known for its hot sauces and Fat Toad Farm goat's milk caramel, looking to build a structured Google Ads paid acquisition channel to grow direct-to-consumer eCommerce sales.
The Google Ads Challenge
Moving into structured growth required a paid advertising engine across multiple product lines, but there was no defined Google Ads strategy to support scalable PPC performance.
- No structured campaign framework
- Limited conversion data
- No clear path to scale
Without structure, Google Ads spend would fragment, conversion data would stay limited, and growth would rely on testing instead of a repeatable paid advertising system.
The Google Ads Strategy
We built the Google Ads account from the ground up with structured search campaigns, a phased bidding strategy, and Performance Max campaigns aligned to each product line to drive scalable eCommerce growth.
Structured Campaign Setup
Keyword research, conversion tracking, and search campaigns built from scratch to create a clean Google Ads performance foundation.
Phased Bidding Strategy
Google Ads campaigns moved from Max Clicks to Max Conversions as data matured to improve PPC efficiency and performance.
Product Line Segmentation
Separate Google Ads campaigns for hot sauce and caramel with dedicated Performance Max structures to scale each product category independently.
The Google Ads Results
Within the first three months, Google Ads campaigns delivered profitable performance across both product lines, with strong ROAS across search, Performance Max, and brand campaigns as data matured and PPC optimisation took effect.
5.2
ROAS
PMax Hot Sauce
3.3
ROAS
PMax Caramel
8
ROAS
Search Hot Sauce
6–7
ROAS
Brand Campaigns
3+
ROAS
Non-Shop PMax
Strategic Takeaway
Scaling eCommerce with Google Ads starts with building a clean performance foundation and allowing data to guide optimisation.
By structuring Google Ads campaigns around product lines, introducing a phased bidding strategy, and layering Performance Max once signals were established, the account moved from launch to consistent profitability, creating a scalable paid advertising channel for future growth.
John's approach to Google and Facebook ads is diligent and strategic. I've worked with him on a number of successful projects and would recommend him to any business looking for long-term sustainable growth through performance marketing.
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An Agency With Clarity
Clear Pricing
One simple monthly fee. No long contracts. No surprise add-ons.
Built by PPC Specialists
Millions in ad spend managed. We know what scales, what stalls, and where to push for profit.
Performance Visibility
Clear reporting so you always know what's working and what comes next.
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