PrimeFish Seafood Co.

PrimeFish Seafood Co. ships premium fish and shellfish direct to the customer's door. It is a considered purchase with a high order value and a perishable product, and the account started with almost nothing: a $50-a-day budget and no track record.

The Challenge

Seafood shoppers search with intent, but the terms are expensive and the margin on a mis-targeted click is gone the moment the box ships. The account had to prove a return on a tiny budget before it could earn a bigger one, and then scale that budget many times over without the return falling apart.

The Solution

• Foundation: launched tightly targeted Search and Shopping campaigns on the highest-intent product terms and used the $50-a-day budget to learn which species and order sizes converted
• Testing and optimization: expanded the keyword set and the Shopping feed around what the first phase proved, and pruned everything that did not clear the return target
• Full scale: raised budgets steadily as each increase held its return, keeping brand demand in its own campaign so it never masked the performance of prospecting

The Results

Across the program the campaigns produced $3.42M in revenue on $582K in spend, a 5.88x return on ad spend. Monthly revenue grew from the first small wins of the foundation phase to a peak month of $246K at full scale, and the return held as the budget grew.