Gelmar

Google Ads

Gelmar is a trusted name in South Africa’s home renovation and DIY industry, with over 80 years of experience in providing high-quality handles, fittings, and home accessories. Catering to kitchens, bathrooms, bedrooms, and offices, Gelmar offers a diverse range of locally and internationally sourced products to help you create the perfect finish for your living space. With 46 stores nationwide and an easy-to-use online platform, customers can enjoy the convenience of shopping in-store or online, with options like Click-and-Collect and direct delivery.

298%

increase in conversions

65.9%

decrease in cost per conversions

213.9%

increase in search impression share

Gelmar

Google Ads

Gelmar is a trusted name in South Africa’s home renovation and DIY industry, with over 80 years of experience in providing high-quality handles, fittings, and home accessories. Catering to kitchens, bathrooms, bedrooms, and offices, Gelmar offers a diverse range of locally and internationally sourced products to help you create the perfect finish for your living space. With 46 stores nationwide and an easy-to-use online platform, customers can enjoy the convenience of shopping in-store or online, with options like Click-and-Collect and direct delivery.

298%

increase in conversions

65.9%

decrease in cost per conversions

213.9%

increase in search impression share

Brief & Objectives

Gelmar approached Ruby Digital for PPC (Pay-per-Click) Services to assist in the improvement of their online store sales.

Ruby Digital developed a comprehensive PPC strategy focused on specific goals and key success metrics. These included, increasing the number of purchases around branded and non-branded terms. The strategy also aimed to improve click-through rates and the conversion rate for high-intent actions. Additionally, it seeks to enhance website engagement metrics from paid traffic, such as bounce rate, average session duration, and percentage of new sessions, while driving more traffic to the website.

Challenges

Since Gelmar approached Ruby Digital, there have been three main challenges.

One of the primary challenges we faced was the absence of historical Google Ads data. Without previous performance insights, we were required to develop a strategy from the ground up, relying heavily on initial data collection and ongoing real-time adjustments to optimise campaign performance.

A second obstacle involved an attribution error within Google, which prevented accurate import of conversion data from Google Analytics to Google Ads. As a result, we were initially unable to fully confirm the number of purchases, complicating efforts to assess campaign success.

Additionally, despite Gelmar’s strong position as a leading brand in the home improvement sector, they operate in a highly competitive space dominated by large national brands with more established digital advertising strategies.

In response to these challenges, Ruby Digital developed and implemented a comprehensive strategy that yielded strong results. We saw significant improvements in the performance of product-specific ads and a notable increase in search impression share. This created more opportunities for ad placements, resulting in enhanced impressions, clicks, conversions, and revenue, all while achieving a lower cost per conversion.

Our Solution

We designed and created specific campaigns targeting the various products offered by Gelmar

We created relevant ad copy and assets that not only attracted potential customers to the ads but also effectively communicated the expertise and quality offered by Gelmar.

We have optimised the campaigns to help improve the ad quality leading to higher impression share, which has led to an improvement in impressions and clicks at a lower cost-per-click leading to a better ad spend, which leaves more budget for conversions spending.

Results

We have seen impressive growth over the 7-month period that Ruby Digital has managed the Gelmar portfolio and implemented our Google Ads strategy.

Many metrics have improved substantially. Starting with conversions, the total number of conversions increased by 298%, with an improvement in revenue of 1928.84%, while the cost per conversion decreased by 65.9%.

Ad impressions increased by 16.5% and clicks increased by 47.1%. The average cost of click decreased by 9.6%, while the Search Impression share increased by 239%.