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Paper Packaging Place engaged Ruby Digital to build and manage a Google Ads strategy aligned to three core business goals, being to increase sales revenue, increase website traffic, and to generate leads.
Starting from a baseline with limited conversion data, the initial phase focused on establishing tracking infrastructure, testing messaging, and identifying high-value keywords and audience signals. This foundation enabled ongoing data-driven optimisation across the 12-month period.
Several challenges shaped the strategy and optimisation approach across the 12-month period:
Phase 1: Foundation & Data Collection
In order to address the absence of historical performance data, a performance baseline was established through testing ad messaging, evaluating search intent, and identifying high-value keywords and audiences from early campaign data. Conversion tracking was configured to measure purchases, quote requests, calls, add-to-cart activity, checkout steps, and other engagement signals. This provided the Google algorithm with the behavioural signals needed to optimise effectively.
Phase 2: Capturing Demand
Core Search Campaigns were launched to capture existing demand, structured around individual product categories including boxes, tissue paper, ribbons, wrapping paper, cellophane, paper bags, stickers, and custom branded packaging. Branded campaigns were separated into their own ad groups to protect high-intent branded traffic while non-branded campaigns targeted higher-funnel category searches.
Phase 3: Expansion Into Broader Campaign Types
Once sufficient data was collected, Performance Max and Display campaigns were introduced to engage users earlier in the buying journey. The account expanded to 10 active campaigns: 5 Search, 2 Performance Max, 2 Display, and 1 Shopping campaign. Smart Bidding strategies were deployed across the account, with Search campaigns using Maximise Conversions and feed-driven campaigns using Maximise Conversion Value or Target ROAS.
Phase 4: Optimisation & Scaling
With meaningful performance data in hand, efforts shifted to sustained optimisation: budget reallocation toward highest-ROAS campaigns, keyword match type management, negative keyword matching, ad schedule refinement, and ad copy and asset reviews. Micro-conversions were incorporated into optimisation signals to give the platform stronger behavioural data.
Comparing the first six months (May 2025 – October 2025) with the following six months (November 2025 – April 2026), the account delivered substantial and sustained growth across all three primary goals.
