£400k coffee brand in need of an ecommerce strategy

For an ecommerce business like this understanding which products to give the spotlight and refining your Google Ads is key.
Here's a brief overview of what we got into!
Understanding the business:
They're doing about £400K total revenue, with £120K from online sales
Currently spending about £1,500/month on Google Ads
Struggling to compete in a saturated coffee market
Marketing strategy advice:
Focus on higher-priced items (£80-100+) rather than just coffee
Use these products to acquire customers, then upsell coffee and subscriptions
Calculate and understand customer lifetime value
Aim for break-even or small profit on first transaction, focusing on long-term value
Google Ads optimisation:
Consolidate campaigns due to limited budget (£50/day)
Separate branded and non-branded campaigns
Optimise product titles and images in shopping feeds
Focus on best-selling products (e.g., Wilfa coffee grinders)
Use Google Search Console data to inform keyword strategy
Website optimisation:
Align website structure with how people search (e.g., create a dedicated Wilfa coffee grinders page)
Improve product categorisation and navigation
Subscription model:
Make growing subscriptions a key focus, customers are worth more in a subscription model
Offer incentives to encourage sign-ups (e.g., free V60 with subscription)
Track average subscription length and value
Social media and retargeting:
Use 80% of budget for targeted search marketing
Allocate 20% for retargeting on social media platforms
Use retargeting to keep the brand top-of-mind for interested customers
General advice:
-Set clear revenue goals and work backward to determine ad spend
-Analyse past performance, current state, and future plans
-Understand the split between brand and non-brand performance in ads
-Focus on acquiring new customers through non-branded searches
-Consider economies of scale as the brand grows
The overall recommendation was to be more strategic with ad spend, focus on higher-value products initially, and build a strong foundation for growth through subscriptions and customer retention.
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Evergreen is a growth marketing agency for home, garden, and lifestyle brands.
Our most recent accolades include:
🏆 Best PPC Campaign in Europe 2024
🏆 Paid Media Agency of the Year 2024
🏆 Best Integrated Search Agency in the UK
Our clients include The Easy Garden Group, The Green Reaper, Hot Tubs Oxfordshire, The Granite House, Hudson Home, Nu Look Roofs, and Aqua Warehouse to name but a few.
We're proudly a boutique agency, not a big agency. We like to think of our agency as being 'big enough to cope, small enough to care'.
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