Firetree Google Ads & Shopping Setup
Client Overview:
Client: Firetree
Industry: Premium Bean-to-Bar Chocolate
Service: Google Ads & Shopping Campaign
Goal: Launch a Google Ads presence from scratch to drive online sales and build brand visibility.
Firetree creates exceptional single-estate chocolate, balancing science and artistry to deliver a sensory journey unlike any other. Using only the finest ingredients sourced from remote volcanic islands, their chocolate appeals to discerning chocolate lovers seeking luxury and flavour.
The Challenge:
In 2021, Firetree wanted to establish a paid search and shopping presence for their eCommerce store. Having no prior Google Ads history, the business required a strategic partner to build campaigns from scratch, maximise visibility, and generate immediate sales, all while targeting premium chocolate buyers online.
Our Approach:
We designed and implemented a full Google Ads and Shopping strategy tailored to Firetree’s products and audience.
To start, we conducted in-depth keyword research across generic and brand-specific terms, ensuring we captured users searching for premium chocolate, gift boxes, and specialty flavours. Product titles, descriptions, and categories in the Merchant Center feed were optimised for relevance and discoverability, and all conversion tracking was accurately configured to measure purchases and key interactions.
Campaigns were structured by product category and geographic targeting, allowing precise control over bids and budgets. Shopping campaigns focused on product-level optimisation, while search campaigns targeted both awareness and purchase intent, with separate campaigns for high-value gift sets and single bars. Bid strategies were aligned with Firetree’s margins, ensuring campaigns were profitable from the outset.
Regular monitoring allowed us to identify high-performing keywords and products quickly, adjusting bids and reallocating budgets to drive maximum return. Seasonal campaigns, including Valentine’s Day and Christmas, were implemented to capitalise on peak gifting periods, and search ads were refreshed with compelling ad copy to highlight Firetree’s artisanal approach and premium quality.
The Results:
The campaigns delivered outstanding results within the first year:
Return on Ad Spend (ROAS): Achieved an average ROAS of 420%, with peak campaigns during seasonal periods exceeding 600%
Revenue Growth: Online sales increased by 370% compared to the previous year
High-Value Customer Acquisition: Successfully attracted premium chocolate buyers and repeat customers
Brand Visibility: Firetree’s products consistently appeared at the top of Google Shopping results for key product searches
By combining careful keyword strategy, meticulous feed optimisation, and campaign segmentation, we established a profitable and scalable Google Ads presence that continues to generate revenue and strengthen Firetree’s brand online.
