Bajooun

Google Ads

Bajooun is a South African furniture brand founded in 2021, dedicated to transforming living spaces with high-quality, custom-made furniture that blends traditional craftsmanship with modern design. Based in Johannesburg, Bajooun offers a diverse range of pieces – including couches, coffee tables, armchairs, TV units, and bedroom furniture – each crafted to reflect individuality and style. Their commitment to excellence is evident in their use of premium materials such as high-resilience foam, durable fabrics, and sturdy plywood, ensuring both comfort and longevity.

3,253.63%

increase in conversions in 6 months

14.58%

increase clicks in 6 months

7.71%

click-through-rate achieved in 6 months

Brief & Objectives

Bajooun approached Ruby Digital to manage their PPC (Pay-per-Click) campaigns aimed at driving sales and generating leads through their newly launched e-commerce website. Before launching any PPC campaigns, we took a strategic approach by first collaborating on the website’s SEO and overall design. We conducted a comprehensive review of the website’s wireframes and functionality, focusing on improving e-commerce-specific features. Additionally, we integrated all relevant information to optimise the performance of the upcoming PPC campaigns, facilitating smoother execution and more accurate targeting.

Challenges

When Bajooun approached Ruby Digital, they were faced with two main challenges. The first was the absence of historic data, making it difficult to navigate and make data-driven decisions. Without past data to compare, we couldn’t analyse trends or assess seasonal variations in Google Ads data versus the trend data provided by Bajooun themselves.

The second challenge was the highly competitive nature of Bajooun’s industry. Competing against companies that have been established for decades, Bajooun had to contend with brands that had already built strong reputations and significant brand awareness, which added an extra layer of complexity to the PPC efforts.

Our Solutions

To combat the first challenge (which was no historic data) we essentially relied on trends and data stated by the client and industry benchmark data to further understand the industry and what we expect overall.

Regarding the second challenge (which was the fact that the industry is competitive), we created and implemented a strategy (stated below) that would help Bajooun first generate visibility and then be reconfigured to focus on generating revenue.

Creation of optimised campaigns focused on products: We designed and created specific campaigns targeting the available products on the website, following specific keyword clusters, intent-driven ad copy and precise geographic location targeting based on user behaviour and demand.
Creation and optimisation of Google Merchant Centre account: With an optimised Google Merchant Centre, this allows products to be displayed freely on Google Shopping while also setting the stage for a creation of a shopping campaign (once all the products are available).
Deployment of the PPC campaign: With the deployment of our proven PPC strategy, we’ve confirmed that the connectors are properly configured on the website and with other tools, conversion tracking and e-commerce tracking were set up correctly, and both the Google Ads and GA4 accounts were optimised.

Results

We have seen significant growth over the 6-month period following Ruby Digital’s management of the Bajooun portfolio and the implementation of our Google Ads strategy.

Many metrics have seen substantial growth, with the main ones being:

14.58% increase in clicks over a 6-month period, despite a lower-end budget.
3,253.63% increase in conversions during the same period, with a modest budget and significant competition. Note: This increase reflects growth from a small number of conversions to triple digits.
Achieved a 7.7% CTR over the past 6 months, indicating strong engagement with our ads.

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