Redline Steel has exploded in size in the last three years, creating home decor made from attractive, modern materials. But with the competitive market for their unique, often bespoke products splintered across several small peer-to-peer marketplaces, Redline needed to shift customer awareness of their brand into overdrive while staying below a strict target cost per acquisition (CPA) figure. If successful, Redline hoped to scale up massively for the holidays.
increase in holiday revenue
decrease in CPA
scaling of ad spending
To unify their splintered market, Redline captured shopping intent at the source with Google Smart Shopping campaigns. They identified shoppers searching for keywords like “metal wall art,” and served them ads for matching products across Google Shopping, YouTube, and the Google Display Network, while automatically optimizing to their target CPA and return on ad spend (RoAS). On YouTube, Redline ran product-specific video ads with unique product pages just one click away.