Fuelling Growth with PPC: Custom Oil Drums’ Journey to Building Brand Awareness

14/11/2024

Custom Oil Drums, founded by Chris Nelson, is a unique business that repurposes recycled oil drums into customised furniture and decor. What began as a part-time creative outlet during the COVID-19 pandemic has grown into a passionate venture, where Chris’ love for motorcycles and design shines through each product. Chris learned about Accelerate Ashington’s support programme through a chance conversation, ultimately connecting with Allies Group to run a targeted PPC campaign to boost Custom Oil Drums’ brand visibility.

Challenge

While Custom Oil Drums had a steady foundation, Chris wanted to elevate the business, attract more customers, and build brand awareness beyond his existing reach. Previously, he has described himself as ‘plodding along’, and although he hadn’t struggled significantly, he saw this campaign as an opportunity to grow and engage a wider audience. The challenge was to connect with potential customers who valued sustainable, custom-made furniture, all while maintaining the business as a part-time venture.

Solution

Allies Group was appointed to implement a Google Ads Performance Max campaign to target users searching for products similar to those offered by Custom Oil Drums. Running from 27 February to 25 March 2024, the campaign focused on driving website visits, calls, and emails, ensuring that interested audiences could connect directly with the business.

The campaign reached users on mobile devices, a key insight given that most engagements occurred on this platform. High engagement was also noted in specific regions, with London showing the highest impressions, while users in Durham and Falkirk demonstrated the strongest click-through rates.

Results

The campaign delivered strong results, increasing Custom Oil Drums’ visibility and engagement:

Increased Traffic: Over the campaign period, 3.6K users visited the Custom Oil Drums website, a significant boost in traffic and potential customer interest.
Conversions: The campaign generated 24 leads and one purchase, indicating solid conversion rates from ad engagement.
Click-Through Rate (CTR): A CTR of 3.95% showcased high engagement and alignment with user interests.

Chris Nelson expressed his satisfaction with the campaign, noting that it not only drove immediate results but also provided lasting visibility: “Even to this day, I’m still getting results and a lot of business coming in my way that I wasn’t necessarily getting beforehand.”

He was equally pleased with his experience working with Allies Group, highlighting their clarity and support throughout the campaign: “The service was excellent; I couldn’t fault anyone I was dealing with. Everything was explained well, and I felt guided every step of the way. They were approachable, proactive, and went above and beyond by offering advice beyond the campaign. I truly felt they cared and were invested in the success of my business.”

Overall, the campaign successfully broadened Custom Oil Drums’ audience, helping Chris take a meaningful step forward in growing his business. Allies Group’s recommendation to incorporate Google Shopping listings and a Search Text Only campaign in the future will ensure continued visibility and engagement for Custom Oil Drums.

Accelerate Ashington is a business support programme, run through Business Northumberland funded by the UK Government through the UK Shared Prosperity Fund with the North East Combined Authority as the lead authority.

For more information on how to apply for support contact Accelerate@businessnorthumberland.co.uk