How Google Ads Campaigns Helped Revitalise Profitability

with Artisans of Scotland

Artisans of Scotland, deeply rooted in Edinburgh’s cultural heritage, faced a challenging year in 2023 with rising costs and dipping profitability. However, through a targeted and diversified advertising strategy, Yatter helped to turn the situation around, achieving significant growth and enhancing their bottom line.

57% Uplift in Revenue YoY

74% Increase in ROAS

106% Increase in Purchase Volume

About Artisans of Scotland

Artisans of Scotland is a company that thrives on the rich cultural tapestry of Scotland. Based in the historic city of Edinburgh, the three founders Ben, Stuart & Neil  are constantly inspired by the city’s history and vibrant craft scene. Their love for Scotland and its artisans led them to create a bespoke service platform that connects customers directly with makers, offering a unique blend of traditional craftsmanship and modern technology.

“Yatter have been instrumental in helping us boost our sales, delivering impressive results that have exceeded our expectations even at a lower ad spend. We’re excited to continue our partnership and can’t wait to see what they can achieve for us in the future.”

Neil Roger, Director of Artisans of Scotland

The Challenge

In 2023, Artisans of Scotland encountered significant financial challenges, with rising spending and declining profitability. The company needed a strategic shift to regain its financial health without compromising on the values and quality that define its brand.

Our Approach

Recognising the importance of their custom sporran builder, a key feature of their business, we made it the central focus of their marketing strategy. We also initiated campaigns to highlight their broader inventory, recognising the need for a diversified approach.

To accomplish this, we utilised Google’s Performance Max campaigns, leveraging their advanced machine learning to target audiences more effectively. These campaigns were designed with specific objectives, helping to broaden the company’s advertising reach and showcase the full spectrum of their offerings. 

Results​

The strategic approach yielded impressive results. Between January 1st and July 31st, Artisans of Scotland reduced their spend by 9.8% compared to the previous year, while simultaneously increasing their revenue by 57%. Their Return on Ad Spend (ROAS) also saw a substantial rise of 74%, and the number of purchases made jumped by 106%.

These outcomes reflect a successful turnaround, demonstrating how targeted advertising and a diversified approach can drive growth and profitability.

 

Next Steps

Looking ahead, we plan to continue utilising Performance Max to ensure steady, sustained growth. Additionally, we are preparing for the upcoming gifting season and ‘Black Week’ by focusing on more inspirational and awareness-driven advertising campaigns. This strategy aims to capture the festive market while continuing to showcase the exceptional craftsmanship of Scottish artisans.

By staying true to their values while embracing modern marketing strategies, Artisans of Scotland is well-positioned to continue their upward trajectory, delivering quality products and memorable customer experiences.

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Edinburgh Facebook Ads Team