Northern Woodsmen

Northern Woodsmen are a Wisconsin-based go-to sustainable source for low-impact forestry supplies and firewood packaging.

Prior to partnering up with Add People, they were experiencing a dip in their year-on-year revenue.

This all changed when we levelled up their strategy with Performance Max Campaigns…

The challenge

Northern Woodsmen were previously working with another agency, but their overall ad performance was suffering. The challenge for us was to rectify these issues and help Northern Woodsmen achieve the growth they were capable of.

The team identified that their data was misleading, due to multiple conversions being tracked and labelled as ‘primary’. This meant that their performance was looking good, but their results did not align due to the incorrect data.

Their budget was also being used sparsely, with a large number of campaigns operating at once with no clear strategy and minimal bespoke audience targeting.

Our challenge was to become more reactive to products in demand and be agile with the targeting…

Our strategy

Performance max is an automated machine learning campaign, that can increase leads and conversions by optimising the budget & bids across all of Google’s ad platforms. Our approach was to make improvements to parts of the campaign that had previously been successful.

There were already 5 shopping campaigns operating on a small budget on different product ranges which is not a smart approach, particularly for such a niche market.

By collating high & low-performing products into the campaigns our aim was to control spending and increase growth, utilising the budget in a more efficient way.

We also created ad copy and separated asset groups within one campaign, that utilised audience signals, meaning that the brand and products were targeting the right people.

The results

Northern Woodsmen are now consistently above revenue from the previous year by 8% with a 12.8% increase in traffic.  This is a result of an optimised performance max campaign!

Their growth has transformed from volatile to steady and the results have been spectacular…

Following this success, Northern Woodsmen continue to partner with Add People, aiming to enhance the growth of their business even more.