Niche: Candy & Confectionery (eCommerce)
Client Location: UK
Platform: Google Ads (Search + Shopping + YouTube)
Date Range: 18 April – 19 May
Ad Spend: £33,800 GBP
Clicks: 242,000
Impressions: 19.5 Million
Conversions (Sales): 5,520+
Average CPA (Cost per Acquisition): £6.12
CTR: 8.24%
Conversion Rate: 5.28%
🍭 The Problem:
The client—a rising UK-based candy brand—had a vibrant product line and growing organic fan base on social media. Their candies were colorful, Instagram-worthy, and packed with nostalgia. However, despite all the visual appeal and offline success, they struggled to scale paid traffic profitably.
They came to DGTAL GROW with a common but serious concern:
“We’ve tried Google Ads before. We got some traffic but nothing consistent. We need to build a machine that can bring in daily sales without losing money.”
Challenges:
High competition in the candy/snack market from both global giants and low-cost local sellers
Low average order value made keeping cost per conversion down critical
No prior Shopping Ads success – product feeds were messy and disapproved
Campaigns were unstructured, and audiences weren’t segmented
Little performance data to build from—everything needed to start nearly from scratch
🔍 The Solution: What DGTAL GROW Did Differently
At DGTAL GROW, we believe in turning chaos into strategy. Here’s how we tackled the campaign to get results quickly without burning the client’s budget.
✅ 1. Deep Brand, Product & Buyer Research
Before touching Google Ads, we spent a week learning:
The top-selling SKUs (sour belts, retro bundles, halal gummies)
The highest-margin combos to push for profitability
The brand story — and why their products were loved
The ideal customer profile: fun-loving, 18–35, gifting, parents ordering for kids, or bulk-buying candy lovers
🛠️ 2. Full Shopping Feed Optimization
We rebuilt their Google Merchant Center from the ground up:
Cleaned up all product titles, making them keyword-rich
Added custom labels to segment products by margin, bundle size, and promotional status
Complied with Google’s strict feed policies (no more disapprovals!)
Included high-res images and lifestyle product photos
Used sale price annotations to highlight time-sensitive offers
✅ Result: 100% of the catalog got approved and listed in Shopping results within 72 hours.
| Funnel Stage | Campaign Type | Goal |
|---|---|---|
|
Top of Funnel |
YouTube Ads (in-stream, bumper ads) |
Brand awareness & demand creation |
|
Mid Funnel |
Discovery + Display Ads |
Retargeting product viewers
|
|
Bottom of Funnel |
Search Ads + Smart Shopping |
Drive conversions
|
Each campaign was further segmented by:
Branded vs non-branded traffic
Product category (gummies, lollies, gift packs)
Device (mobile/desktop)
Geo (top 10 UK cities for sweets demand)
✍️ 4. Creative That Converts
Our ad creatives weren’t robotic—they were fun, colorful, and irresistible.
🎉 “Sour, sweet, chewy, gone. UK’s most loved halal candy is back in stock – Shop Now!”
🍬 “Throwback Treats, Delivered Fast. Pick Your Mix of 90s Candy Today.”
Plus, we used promotion extensions like:
Buy 2 get 1 free
Free delivery over £20
“Sweet Deal” countdown timers
📈 5. Performance Monitoring & Optimization
We tracked everything from first click to final checkout. Our routine included:
Daily review of top-clicked products & ad copy
Audience pruning: removing non-converting age groups/locations
Keyword-level bidding adjustments
Auto rules: pause underperformers after £20 spend with no conversion
Smart retargeting using dynamic product ads
| Metric | Performance |
|---|---|
|
Total Clicks |
242,000 |
|
Impressions |
19.5 Million |
|
Sales (Conversions) |
5,520+
|
|
Ad Spend |
£33,800 GBP
|
|
Avg. CPA |
£6.12
|
|
Conversion Rate |
2.28%
|
|
ROAS (Estimated) |
7.2X |
🧠 What Made It Work
✔ Precision targeting — we didn’t try to reach everyone, only those who were most likely to buy candy online
✔ Creative storytelling — we turned ads into fun, crave-worthy moments
✔ Product segmentation — used Google’s tools to promote high-ROI items
✔ Daily optimization — campaigns weren’t left untouched; we improved constantly
✔ Full-funnel strategy — awareness to purchase, we handled it all
💬 Client Feedback
“We were amazed at how quickly sales picked up. The ads felt fun, not annoying. What impressed us most was how every pound spent was tracked. We knew what worked and where we should scale.”
🍭 Final Thoughts
Selling candy online isn’t just about having a sweet product—it’s about being seen, clicked, and trusted. At DGTAL GROW, we helped this brand become a daily delight in thousands of households across the UK.
If you’re in food, FMCG, or eCommerce, and want to turn ad spend into repeat customers and bulk orders, let’s make your next campaign a success.
📩 Want Similar Results for Your Brand?
Schedule a free consultation with our team today