SurPrep Sanding

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Canvas By Numbers (CBN)

Client Overview

Canvas By Numbers (CBN) is a D2C paint-by-numbers brand selling customizable and ready-made painting kits online. The brand operates in highly competitive international markets, targeting hobbyists, gift buyers, and relaxation-seeking audiences through Google Ads.

Initial Challenges

• Strong demand existed, but impression share was limited due to budget caps
• Competitors consistently outbid CBN in high-intent Search & Shopping auctions
• Remarketing potential was underutilized despite strong visitor volume
• Seasonal demand fluctuations were not fully leveraged
• Opportunity to further reduce CPA and scale volume during peak months

Objectives

• Increase impression share across high-intent keywords Lower CPA by
• improving auction coverage and remarketing efficiency
• Scale conversions profitably during peak demand periods
• Strengthen brand presence against dominant competitors
• Capture full-funnel demand (Search → Shopping → Remarketing)

Ad Budget Evolution

• Early 2025 average spend: ~$25K–$40K/month
• Peak scaling months (Q4):
• November: $56,977 I December: $59,935

Strategy Implemented

Search & Keyword Scaling

• Increased budgets on top-converting keywords
• Expanded long-tail and competitor keywords
• Maintained consistent coverage in high-intent auctions

Shopping & Performance Max

• Improved product feed structure Expanded asset
• groups with additional creatives Leveraged
• Performance Max for cross-channel visibility

Remarketing & Customer Match

Activated CRM-based remarketing Focused on repeat touchpoints and return buyers Strengthened mid- and lower-funnel performance

Seasonal Budget Allocation

Controlled spend during summer slowdown Aggressively scaled during Q4 peak demand Captured year-end gifting and hobby demand

Results Achieved (2025 Performance)

Bonus Impact

Conversions nearly 4x from mid-year to December CPA reduced by ~50% compared to early 2025 Remarketing conversion rates projected to improve 3x–5x Strong lift in branded and competitor search presence Established a scalable structure for future growth

Key Takeaway

CBN’s growth was not limited by demand — it was limited by coverage. By strategically increasing budgets, strengthening Shopping & remarketing, and aligning spend with seasonality, Canvas By Numbers unlocked significant scale, stronger ROAS, and long-term growth efficiency.

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About the Company

Our client was an independent family-owned liquor store located in Wyoming, USA. With their Invigorating Tasting Events or intriguing Calendar Gift Offerings for every palate-type imaginable; they have been able to successfully cater to the tastes and needs of every connoisseur.

“The Ads team at Ebizon Digital was able to create an amazing holiday campaign(which is the most competitive time to run a campaign) for our website. We saw a tremendous increase in sales 5-6% ACOS(Around ~20X Return on Adspend) and new clients purchasing.
We are very excited at the prospect of growing our website sales by leveraging Google Ads”

-Owner

158%

Increase in ROI

75%

Increase in Sales

1Mn plus

Unique traffic in 3Months

The Challenge

Our client already had a Google Ad campaign running for its products. But the sales numbers were good but nothing out of the ordinary. They realized if they wanted to grow and thrive in the online liquor market, they needed to do something which they had not been able to achieve before- get more than 10x ROI during the most competitive period (Nov-Jan) but also potentially the most profitable one.

In the 3 months window, they were looking for 

1. Minimum of a 10-to-1 Return On Ad Spend (ROAS) 
2. Reduction in current CPC by 20%
3. Attract more online traffic

The Solution

Many companies prefer to use guesswork to generate a list of keywords that they “feel” will generate good results.

At AdsCrayon, we prefer to use real data to test assumptions instead.

Before we did any work on the site, we ran a baseline GoogleAds report to establish how the site ranked for various keywords, its customer profile, and other important metrics. That way, we could make sure that the changes we made had an effect (positive or negative).

We also ran a competitive analysis, to see how the current website performed against its top five competitors. This helped us know what keywords to focus on, and where there was room for improvement.
We also verified that statistics tracking and analytics were working properly on the site.

It’s easy to generate traffic to a site. It’s much harder to know what keywords actually generate sales.

We created several small-scale Pay Per Click (PPC) campaigns using Google Ads, and cast a wide net with keywords. What we found were not just keywords that drove increased traffic to the site, but we were able to identify days and timings for which the number of impressions will be highest.

We found that ads that run on Fridays and Saturdays have the highest impressions. After midday, a 6-hour window from 1 pm to 7 pm was also ideal for displaying ads to potential customers.

The Results

One of the misconceptions about Google Ads is that once a campaign is optimized, there’s nothing more that can be done. The continual performance improvements in this campaign prove that even a highly profitable advertising program needs constant tweaking and overhauling in order for its efficiency levels not only to meet but exceed those of competitors!

Compared to the previous year, the 3-month ad campaign showed that

1. ROI increased by more than 158%
2. CPC went down from 43% to 12%
3. 5x more online traffic

The post How a growing liquor retailer beat the odds and achieved 18x ROI during the most competitive festive season appeared first on Get Better Click-Through Rate.

Therefore, it’s vital to understand the makeup of an excellent Google Ad copy. This way, you can put a strategy in place to consistently write copies that get your business 2X CTR and 10X ACOS. But Google has a very diverse ad copy configuration. They have different types of ads targeting different audiences. They also allow a variety of ad formats that can be used to reach prospects effectively. 

 
This marketing guide will provide you with nine valuable strategies for creating excellent Google Ad copies. Since different ad types target different audiences, these strategies vary to cover the various ad types.  

Let’s get started.  

1. Focus on Improving Your Quality Score 

Quality score is a metric of utmost importance to your Google Ad copy. It’s the number that determines whether your ads will show up on Google or not. This is why it’s essential to make sure that your ad copy has a high-quality score. 

An ad’s quality score is calculated by analyzing its text and content, including the headline’s length, body text, and URL. The higher the quality score, the higher ranking your ad will get along with more clicks and conversions. 

To improve your quality score, you should keep these tips in mind: 

• Write concisely: The shorter your ad text, the better it will perform in CTR (click-through rate). People don’t have much time when they’re searching for a product or service on Google, so make sure your ad is short and sweet. 
• Use keywords where applicable: Keywords are crucial for any search engine optimization strategy. They help generate traffic to your website from organic search engines like Google. 
• Make your headline stand out: Your headline should be the first thing that online visitors notice seeing your ad, so it needs to stand out from other ads on the search results page. 
   

2. Leverage Top Ad Extensions 

Ad extensions are a set of tools the advertising industry provides to help brands create more relevant ads during the writing process. To this end, using ad extensions to mirror the user’s goal during Ad copywriting is one of the most effective methods to deploy.  

They help marketers create interactive ads embedded in websites, apps, and other digital platforms. They also provide a range of creative options such as video, audio, animation, and more. 

This list is not all-inclusive, but it does highlight some of the best ad extensions that you can use for Google ad copy. 

Sitelink Ad Extensions 

This additional line of text is shown to your audience each time your ads are among the first three on SERPs. They bear a close resemblance to organic search sitelinks.  

Call Extensions 

With call extensions, your adverts become easier to use for contacting your business since this extension adds a number to your ads. If your business’s sales process relies heavily on customer calls, call extensions are worth checking out. 

Promotion Extensions 

Promotion extensions enable you to be in the spotlight on special offers or deals placed below the actual ad copy. There exist four types, namely: 

• Percent discount 

• Money discount 
• Up to monetary discount 
• Up to percentage discount 

Price Extensions 

Price extensions are direct links to a dedicated product page within your advertisement. They usually display different pricing tiers or different service plans of a business. Adding a price extension can also boost your Quality Score and click-through rate.  

Apart from these four, other extensions include callout, location, lead form, and app extensions. Feel free to use them per your advertising objectives.  

 
3. Test Ads of Different Types 

It is crucial to test different ads to determine which one is the best for your business. You can run A/B tests or split tests to determine which ad works better for you. 

Some various ad types are: 
 

– Display Ads: These ads show up when a user clicks on your website search engine results, sponsored posts, and other places where people are looking for information. 

– Native Ads: These ads appear in the same space as other content on your site and are not shown due to someone clicking on your website search engine results. 

– Video Ads: These ads show up before or after a video play when someone watches YouTube videos or other videos online. 

 
You can assess the effectiveness of separate ads by using real-time bidding software. This software allows you to compare the CTR of your ad with other similar ads in your market. To ensure that they get a good CTR, marketers need to understand how their competitors are advertising and what they are doing right or wrong.  

The information gathered from competitors will also inform how you craft the copy for your ads. However, you’ll need a systematic approach.  

 
4. Use Spyfu to Scan Competitor Ad Copy 

Spyfu is a powerful tool that helps you monitor your competitors’ ads and learn about their strategies. It offers a data-driven approach to competitive intelligence and marketing research. You can use it to find out what your competitors are doing, how they are doing it, and what you should do next. 

First, to use Spyfu, you need to install it on your computer or mobile device. It also has a Chrome extension that makes it easy to analyze competitor Ad content without leaving your browser. However, you’ll need to create an account with Spyfu and enter the URL of the competitor’s website. After that, Spyfu will monitor their Ad copy for specific keywords and phrases. 

As part of the regular monitoring process, you can use this tool to find similar keywords and phrases highly relevant to your Ad. Furthermore, it can also enable you to identify the analytics and key performance indicators of your site’s content.  

This way, you’ll be able to see which keywords and phrases are converting the best and ensure that your ad is optimized for conversions. 

5. Tweet And Test Your Ad Headlines 

Many people don’t realize how important the headline is for an ad. It’s the first noticeable thing from a potential buyer’s point of view, and it sets the tone for what they might expect from your company.  

It helps create an outstanding first impression, leading to a sale in the long run. Writing great headlines takes time, effort, and creativity. However, you can save yourself time and money by starting on the right foot. This is the use of tools like AdWords, which provide suggestions for ad headlines.  

However, these are just that – suggestions. Therefore, you need to improve them and tailor them to fit your marketing objective, audience, and brand voice. 

As you already guessed, the idea is to write multiple headlines for a single ad. Then you need to test each one. This will help you find out which one performs better than the others so that you can use it in your next campaign.  

Doing this will also help you find a headline that will resonate with your audience and boost conversion rates for your ads. While you’re at it, it’s also helpful to add dynamic keyword insertion (DKI) within your headline to increase the relevance of your ad campaigns to more search queries.  

6. Split Test Ad Copy 

Many businesses attempt to leverage the testing features of Google Ads to their advantage. This is not a new practice. However, with the increasing sophistication of Google’s tools, you can take full advantage of experiments in your campaigns.  

Thanks to these tools, it is now easier to conduct these experiments and split tests. The key to success with these experiments is having a clear idea of what you want your ad copy to do. For example, if you wish your ad copy to generate leads for your business, you should ensure that the ad has a call-to-action that will entice people to click on it.  

Ultimately, these tests allow you to access the performance of different combinations of elements, such as visuals, text, and calls-to-action, finding the ones that get the best response from your audience and generate the most leads.  

After your test runs for the needed amount of time, it’s okay to pause the least converting ads, craft new variations and repeat the split test all over. Remember, you don’t want too many keywords in your ad group, so switching off the least converting ads after creating new ads is a crucial step.  

Why? 

Too many ads mean lower ad relevance, and your CTR will take a nosedive.  

 
7. Avoid Industry Jargon But Backup Every Claim 

No doubt you’re an expert. However, your ad copy isn’t the place to flex your muscles of expertise. So, you don’t want to sound like an expert. Instead, you want to speak with the clarity of a native speaker, so you must avoid industry jargon and write in layman’s terms. 

This is a simple and easy rule to follow.  

When you are trying to write a commercial ad, you want to ensure that your audience understands what you are trying to say. As such, industry jargon can be tricky to understand for the audience. It can also lead to the audience feeling alienated or confused if they don’t understand what you are talking about. 

If you want your ad copy to be understood, use everyday language and make sure that you back up your claims with evidence. So always use concise and straightforward language. This prevents any confusion, which will only serve as barriers that prevent your audience from taking the desired action, reducing your CTR.  

8. Mention Pricing in Ad Copy 

 
Pricing is a key factor in getting a higher CTR. Yet, this part is perhaps the easiest part of the ad copy to get wrong simply because it can be challenging to incorporate into the rest of the copy.  

A study by ad tech company Kenshoo found that pricing is a critical factor in CTR (click-through rate) for ads. The study found that if an ad included the word “free” in its headline, it had a CTR of 0%. However, if the price was highlighted in the headline with “$5 off” or “$10 off,” it had a CTR of 8%. 

 
This is because it is easier for people to compare prices when highlighted. They can also see how much they will save. The most common way of highlighting the price is by using a bold font. However, this may not be effective if you have small text or short titles. 

Nevertheless, it renders your offers easier for people to notice, increasing their chances of clicking your ad and making a purchase.  

9. Create Closely Knitted Keyword Groups 

The Google Ads Interface is set up in such a way that encourages marketers to add many keywords to your campaign, Ad Groups, and account. But a common mistake that many people make is to focus on one keyword in their ad copy.  

So, you should not just use one keyword in your ad copy but instead use a combination of words that will be more relevant and targeted to your audience. 

However, there’s an issue that accompanies using a large number of keywords. As most businesses later find out, when one Ad Group has one too many keywords, this affects the relationship between the keywords of each ad group and the actual ad text.  

When users search for a term that belongs to your ad group with over 20 keywords, the displayed ads are unlikely to include the exact keyword in their search query. Consequently, this will adversely affect your keyword, ad click-through rate, and quality ratings.   

To prevent this, simply group closely related keywords into smaller subgroups instead of having many keywords into one ad group.  

Conclusion 

When it comes to attracting high-quality visitors, your marketing message is critical. Hence, optimizing the wording of your ad before publishing is an excellent place to start if you wish to increase the success of your ad campaigns, no matter the ad network.  

The nine ad copy strategies provided in this guide should be more than enough to assist you in crafting enticing ad copy which persuades your prospects and boosts your return on investment.  

The post The 9 Most Effective Google Ad Copy Strategies For 2X CTR And 10X ACOS appeared first on Get Better Click-Through Rate.

Our client manufactures and sells the world’s smartest gear for vehicle-based adventures.

Their roof racks, water tanks, tents, awnings, drawer systems, and camping accessories are enjoyed, and used extensively around the world by casual campers, the U.N., overlanders, NGOs, outdoor enthusiasts, and extreme athletes.

The company’s goal has always been to maintain digital marketing efficiency while driving sales. They contacted us and shared their problem area. Instantly, we could make out that we had to work on  optimizing their search campaigns to increase conversions. We had to keep an eye on their budget too.

Challenge

The main trigger (that led them to us) was that their key competition began advertising on adwords with increased budgets for their relatively low priced products. Our client started experiencing lower ad positions and higher competition for key search phrases.

Their adwords ROI was just 2 times of adspend (so for every $100 adspend, they were selling worth $200 products). With an average product profit of $30, they were actually bleeding. Clearly, they were losing out on their potential customers.

We were posed with a challenge to:

• Bring down the adspend/total conversion value to at least 20% (20/100)
• Get a minimum of 5-7 times ROI through Google adwords

Approach

After a thorough analysis of the user behavior on their site, we started off by realigning their campaigns as per the user searches and their product categories. A brief overview of the same is shown below:

Here is the complete list of activities we performed:

[table id=7 /]

Below is a quick comparison of the objective completion for the period March’17-Oct’17 (when our client was handling adwords on their own) and Nov’18-Jun’18 (This was when we took over their adwords account):

Red Line: March’17-Oct’17

Blue Line: Nov’17-Jun’18

Results

1. In a month, we were able to drive revenue of $123,500 with an adspend of approximately $7181
We started off with Google adwords for our client in Nov’17 and within a few months, they experienced a whopping 17 times return on their investment in Google adwords.

2.CPC reduced rom $0.88 to $0.32

3. Monthly impressions increased from 692K to 1.5M

4. Percentage of adspend/total conversion value reduced to 5.3%

Quality optimization the key to the success of effective online advertising campaigns.

Our team used to monitor the campaigns on a regular basis and adopted different strategies based on competition to make sure we didn’t lose out on any potential customer. Clearly, the results were beyond our client’s expectations and totally worth the effort we had put in.

*Are you planning to run adwords for your automotive aftermarket products website? We’ll be happy to lend you our expertise. For more information, please contact vibhav.gaur@ebizontek.com.

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