Mudd Concrete

Founded in 2020, Mudd Concrete is a bespoke concrete sink manufacturer based in Ontario, Canada.

Each sink is made to order with concrete made up of a unique blend of natural materials and high-quality additives, turning utility into art.

Mudd came on board with Add People’s Ecommerce Team in mid-October 2023, seeking to improve their Google Ads campaigns and meet their growth targets. 

Chloe Torely, their Ecommerce Account Manager and Google Shopping Ads Guru, was on hand to provide a comprehensive digital marketing strategy which proved fruitful for Mudd Concrete.

Read on to find out how she did it 👇

The Challenge

Before partnering with Add People, Mudd Concrete had paused their Google Ads campaigns to focus on an extensive website overhaul.

This overhaul was a crucial part of their strategy to establish growth, strengthen their brand identity, and enhance their advertising campaigns with a newly optimised website.

In addition to the website revamp, Mudd Concrete wanted to realign their Google Ads campaigns with their existing advertisements on Pinterest and Instagram to maximise reach and conversions.

Esther, Mudd’s Owner, was keen to leverage Add People’s expertise for SEO advice, best practice tips, and broader marketing strategies to help the business achieve its goals.

Another significant challenge was managing the ever-changing seasonal trends. Chloe needed to create consistent product messaging throughout these periods to maintain strong engagement and sales.

Our strategy

From the outset, Chloe aimed to build immediate trust with Mudd Concrete by ensuring a collaborative approach to their new Google Ads strategy.

Chloe prioritised optimising Mudd’s website. She made recommendations to enhance the website content, improving the customer journey. This included adding detailed product descriptions, sizes, and delivery times, which would form a solid foundation for their Google Ads campaigns.

Chloe assessed the effectiveness of Mudd Concrete’s existing Google Ads campaigns. She found competing keywords across their campaigns, which meant that Mudd’s ads were bidding against each other, leading to higher costs and less effective ad performance.

She restructured these campaigns by removing overlapping keywords and ensuring the budget was focused on products that would yield the highest returns.

Chloe addressed seasonal trends by adjusting the advertising budget to reflect the peaks and troughs throughout the year. During busy periods, she increased spending to capture more sales, while during slower months, she reduced the budget to avoid unnecessary costs, ensuring efficient spending.

Throughout the campaign, Chloe continually monitored ad performance and made strategic changes based on data. For instance, she noticed certain sink colours were selling well and prioritised more budget towards these colours in the ads.

This data-driven approach allowed her to optimise the campaigns, achieve better results, and ultimately scale their returns more effectively.

The results

Since coming on board, Mudd Concrete has gone from strength to strength and seen some quite remarkable results.

– Return On Ad Spend (ROAS) increased by 265% (on top of the 850% that Mudd were initially looking for!)

– Decreased ad spend by 19%, while increasing revenue by 34% (1st April – 30th June 2024, compared to January – March 2024)

– Overall revenue is up 23% year-on-year (January – July 2024, compared to the same period in 2023)

These transformational results have enabled Mudd Concrete to confidently expand into the US market and explore new advertising platforms, such as Microsoft ads.

It’s been truly fantastic to see Mudd Concrete overcome their previous advertising experiences and achieve their goals.

We are excited about their potential for further growth and look forward to continuing our partnership and helping them achieve their long-term business goals.