Client Overview
Stone & Tile Shoppe (stoneandtileshoppe.com) is a major flooring and wall covering retailer offering an extensive range of tiles and flooring solutions. As a large-scale reseller, they focus on competitive pricing and comprehensive product selection, serving both residential and commercial customers with thousands of flooring options.
The Challenge
When Stone & Tile Shoppe approached us, they faced significant obstacles:
- Zero Google Ads experience - complete reliance on organic traffic only
- Merchant Center account suspended due to "Misrepresentation" policy violations from previous self-setup attempts
- Massive product catalog (~100,000 SKUs) requiring sophisticated organization
- Complex website architecture with extensive custom fields and meta-data incompatible with standard feed tools
- Aggressive ROAS target of 20x - exceptionally high standards for the flooring industry
- Need to scale paid acquisition while maintaining profitability in a price-competitive market
Our Strategy & Implementation
Phase 1: Foundation Recovery & Technical Integration
- Successfully appealed and restored suspended Merchant Center account through policy compliance audit
- Collaborated with client's development team to create custom feed integration solution
- Developed unique data mapping system to handle complex product attributes and custom meta-fields
- Started with conservative $100/day budget targeting 20x ROAS as primary KPI
Phase 2: Product Architecture & Initial Launch
- Structured 100,000+ products by material types, sizes, and application categories
- Created separate asset groups for major product categories (ceramic, stone, vinyl, etc.)
- Launched comprehensive "PMax - General" campaign to gather initial performance data
- Separated branded traffic into dedicated Search campaign for optimal brand protection
Phase 3: Performance Testing & Segmentation
- Implemented "PMax - FeedOnly" campaign without additional assets for pure Shopping performance comparison
- Tested various product segmentation strategies based on price points and material types
- Launched Dynamic Search Ads targeting product brand names for expanded reach
Phase 4: Advanced Campaign Expansion
- Developed cold traffic acquisition through "Search - General" campaigns targeting category keywords
- Implemented remarketing campaigns for users who viewed high-value product categories
- Optimized bid strategies based on seasonal demand patterns in construction and renovation markets
- Fine-tuned budget allocation across campaigns based on profitability and scale potential
Phase 5: Optimization & Scale
- Continuously refined product feed optimization based on search query performance
- Implemented advanced audience targeting using customer purchase behavior data
- Tested promotional strategies during peak renovation seasons
- Gradually scaled daily budget from initial $100 to support $3.7M+ annual revenue while maintaining target ROAS
Results Achieved
| Metric | Target/Baseline | Achieved | Performance |
|---|---|---|---|
| ROAS | 20x target | 22.38x | +12% above target |
| Total Ad Spend | $100/day start | $167k total | Successful scaling |
| Revenue Generated | - | $3.7M | Massive scale achievement |
| Total Conversions | - | 7,785 | Strong conversion volume |
Key Achievements:
- ROAS achieved 22.38x (nearly 12% above 20x target)
- Recovered suspended Merchant Center account
- Generated $3.7M revenue from $167k spend
- Built custom integration for 100k SKU catalog
Key Takeaways
The successful recovery from Merchant Center suspension and development of custom feed integration proved crucial for this complex catalog. Our systematic approach to testing Performance Max with and without assets provided valuable optimization insights. Starting with a conservative $100/day budget and scaling to support over $3.7M in annual revenue while exceeding the ambitious 20x ROAS target demonstrates that technical expertise combined with strategic campaign architecture can deliver exceptional results even in price-competitive industries like flooring and building materials.
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We took Stone & Tile from a suspended account to $3.7M in revenue. Let's talk about what we can do for you.
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