Founded in 2004 by Tom Sobey, Origin Coffee is an independently owned specialty coffee roaster. We were recommended to Origin initially for training, enabling its in-house team to develop their own paid media strategies. While working with Origin Coffee, we recommended adding Google Shopping to their paid media mix – and got to work helping the brand grow its direct-to-consumer sales.
Initially we focused on selling Origin’s ground and whole bean coffee, but tough competition from other brands made the return on ad spend too low. Instead, we designed a strategy to combine prospecting with support from remarketing to increase conversion rates. Together with moving focus to high-value products and new product lines, we were able to increase the return on ad spend to a level that made additional investment worthwhile.
Between June and September, Origin’s Google Shopping activity achieved a return on ad spend of 281%, with 50% of sales coming from non-equipment purchases, such as coffee bags and capsules. All thanks to a strategy that avoided simply throwing money at competition and instead pivoting to get great results in a competitive market.
