Case Study | Google Ads
Butterfly Bakery of Vermont
We built a structured Google Ads engine that scaled performance from launch to 5x+ ROAS across hot sauce and caramel product lines within three months.
About Butterfly Bakery
Butterfly Bakery of Vermont is a US-based specialty food producer known for its hot sauces and goat’s milk caramel sold under the Fat Toad Farm brand, and at this stage was looking to build a structured paid acquisition channel to support direct-to-consumer growth across both product lines.
The Challenge
Moving into structured growth required a paid acquisition engine across multiple product lines, but there was no defined Google Ads strategy to support scalable performance.
- No structured campaign framework
- Limited conversion data
- No clear path to scale
Without structure, spend would fragment, data would stay limited, and growth would rely on testing instead of a repeatable system.
The Strategy
We built the 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 growth.
Structured Campaign Setup
Keyword research, tracking, and search campaigns built from scratch to create a clean performance foundation.
Phased Bidding Strategy
Campaigns moved from Max Clicks to Max Conversions as data matured to improve efficiency and performance.
Product Line Segmentation
Separate campaigns for hot sauce and caramel with dedicated PMax structures to scale each category independently.
The Results
Within the first three months, campaigns delivered profitable performance across both product lines, with strong ROAS across search, Performance Max, and brand campaigns as data matured and 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 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 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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