RATTAN DIRECT
Google Ads, Facebook & More
Discover how One PPC helped Rattan Direct grow from an eBay seller into a market leader generating over £10 million in annual sales—achieving a 700% ROAS with £1 million in Google Ads spend.
RATTAN DIRECT
Back Story & Challenge
Rattan Direct is now one of the UK’s leading online retailers of rattan furniture. Since day one, they have remained committed to delivering exceptional value—with the goals of consistently outperforming established brands on both quality and price. Although they achieved decent sales through marketplaces like eBay and Amazon, their website had not yet become their primary sales channel.
At the time, Rattan Direct relied heavily on Amazon and eBay, with a basic brochure website and no e-commerce functionality—sales were handled entirely by phone. They needed a strategic partner to transform their site into a major revenue driver, build brand awareness, and scale fast. After discovering One PPC through a job marketplace and reading excellent reviews, they decided to partner with us to launch their e-commerce journey.
The primary objective was to maximise online sales while maintaining a minimum ROAS of 7.0 (£1 spent = £7 return). Secondary goals included growing brand awareness and building an email subscriber list using Google Search and Display. Then as the business grew, we added platforms like Facebook, Microsoft, YouTube, and Twitter to expand the advertising strategy.
During our initial analysis, we identified these key challenges:
- No historical conversion tracking in the Google Ads account—either for online or offline sales
- Performance of individual products varied
- An extensive but inaccurate keyword list with no prioritisation of top-performing outdoor versus indoor
- A niche target audience and a brand with limited market recognition
Solution
To reach Rattan Direct’s goals, we started by laying the foundations—restructuring the Google Ads account with a scaled, thematic campaign structure to improve ad relevance, CTR, and Quality Score. This significantly reduced CPC and helped secure top ad placements across the majority of target keywords.
Even before full e-commerce tracking was in place, we saw a rapid increase in offline sales attributed to the improved campaign structure. Over 95% of keywords began appearing in the top position with high-quality scores.
To scale effectively, we didn’t just build campaigns for thousands of keywords—we expanded into YouTube Ads, Google Display Network, and advanced audience targeting. The first major revenue spike came from our planning and testing approach, which was continuously refined to incorporate emerging business opportunities and platform upgrades.
This ongoing strategy has maintained a consistent average ROAS of 7.0+, driving millions in annual revenue since our partnership began.
Other Steps
Our next step was to launch standard Google Search campaigns targeting users actively searching for relevant products. We carefully configured each campaign’s settings to maximise return on ad spend, focusing on structure, targeting precision, and ad relevance.
We implemented a range of campaigns, including:
- Product Category Campaigns Each major product category was given its own dedicated Search campaign. We built extensive keyword lists and organised them into tightly themed ad groups, each paired with highly relevant ad copy and landing pages
- Targeted known competitor brand names using tailored ads and landing pages designed to highlight Rattan Direct’s unique selling points and superior value.
- Google Shopping: Implemented a tiered strategy by testing high-priority (top-of-funnel) and low-priority (bottom-of-funnel) Shopping campaigns to optimise performance across the buying journey.
- RLSA( Remarketing Lists for Search Ads): Retargeted past website visitors as they searched again on Google—often with broader keyword coverage to recapture interest and increase traffic efficiency.
- DSA (Dynamic Search Ads): Combined Dynamic Search Ads with remarketing audiences to expand reach and capture additional long-tail searches, while still focusing on qualified traffic.
After achieving strong results with Google Search and Shopping campaigns, Rattan Direct looked to diversify their digital advertising channels and tap into Facebook’s vast audience network. With a premium product offering and a highly visual product range, Facebook Ads was the ideal platform to reach new customers and retarget existing visitors across the funnel.
- Built a full-funnel Facebook Ads strategy to complement Google’s intent-driven traffic with discovery-based audience targeting
- Leveraged Facebook’s visual ad formats to showcase lifestyle imagery and high-ticket product bundles
- Created dynamic retargeting ads using the product catalogue to re-engage users who viewed or added items to their basket
- Tested multiple audience types, including interest-based, lookalike, and website custom audiences, to identify scalable segments
- Used seasonal promotions and urgency-based messaging to increase click-through rates and drive conversions
It was essential to achieve the required return on ad spend while simultaneously increasing customer volume. Over time, we tested a range of bidding strategies to determine the optimal approach for each campaign.
- In-house Google Ads script with bidding rules for achieving a target cost per lead(CPA), combined with bid modifiers.
- Adjusting bids manually to maintain top ranking for all keywords.
- Later on… we also tested smart bidding such as target CPA).
- RLSA (Remarketing for Search): Targeting past website users as they search again in Google, sometimes with wider keywords that are not part of the main keyword list for increasing traffic.
- DSA (Dynamic Search Ads)- We set this up combined with search remarketing to increase the qualified audience.
Results
This strategy has delivered exceptional results for Rattan Direct throughout our partnership. As performance improved, we scaled the Google Ads budget accordingly—leading to sustained growth and continued acceleration. Since working with Rattan Direct, we have:
Over 4 years, helped Rattan Direct grow from 4 people to a +10 Million revenue per annum business.
Managed all advertising spend across Google, Microsoft Bing, and Facebook.
Consistently achieved the profit target of 700% ROAS (spend £1, get £7 back—also written as 7.0).
Launched campaigns across multiple platforms, including Facebook Ads, Twitter Ads, and YouTube Advertising (via Google Ads).
Achieved a fast Return On Investment with consistent growth year on year.
Executed targeted campaigns using Search keywords, Google Shopping, and Dynamic Remarketing to re-engage website visitors.
Set up Google Display Network campaigns utilising a full range of targeting options.
Developed consistent and compelling ad creatives focused on key USPs and brand messaging.
Google Display & YouTube Ads
After achieving significant success with Google Search campaigns, Rattan Direct was eager to expand into Google Display and YouTube advertising to reach a broader audience and build brand awareness beyond Search traffic. The objective was to create a full-funnel strategy targeting cold, warm, and hot audiences, with a target ROAS of 700%.
By covering all stages of the customer journey, we were able to accelerate sales growth more effectively than relying on Search alone. We set up tailored campaigns for each funnel stage, including:
Contextual advertising
Displayed ads on relevant websites by targeting keywords and topics, ensuring ads appeared in a highly relevant and topical environment.
Managed Placements
Ran ads on major UK online newspapers and media sites, combined with contextual targeting, to reach high-value audience segments more precisely.
In-Market Audiences
Targeted users actively researching products in categories such as garden furniture and outdoor living. This approach quickly generated millions of impressions and exceeded the ROAS target over time.
Similar Audiences
Built lookalike audiences based on previous purchasers. We tested both dynamic and static ad creatives to find the most effective combinations.
Website Remarketing
Implemented a comprehensive remarketing strategy, including short-term (recent visitors) and long-term audiences (up to 540 days), to re-engage potential customers throughout their decision-making journey.
Gmail Ads
Used Gmail Ads to reach both the existing email list and new Display audiences. A range of ad formats was tested to determine the most effective for engagement and conversions.
YouTube Ads / Video Adverts
Launched YouTube video ads for remarketing and brand awareness, targeting past website visitors and custom audiences. Multiple ad formats were tested to optimise for engagement and conversion performance.
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