Seek Marketing Partners
About Urban Outdoor Kitchen (PPC)
Urban Outdoor Kitchen is your premier destination for the finest outdoor kitchen, grills, pizza ovens, and BBQ products in the UK. They are passionate outdoor enthusiasts who understand the joy of creating unforgettable culinary experiences in the great outdoors all year round. They take pride in curating a carefully selected range of top-quality products that are designed to enhance your outdoor cooking adventures.
Their Goals
- Increase ROI
- Increase awareness in the products that are being sold
What We Did
We launched a brand campaign to promote the client’s name and product range, supported by tailored Performance Max campaigns with custom search themes and goals aligned to their offerings. Audience targeting was refined using interest-based segments to reach high-intent users, while negative keywords helped filter out irrelevant traffic. We adjusted campaign goals and bidding strategies to train the algorithm toward conversion-focused outcomes, shifting from “Maximise Clicks” to “Maximise Conversions.” Budgets were carefully managed to maximise results without overspending. In doing so we have created a successful period of advertising their summer products in a short period of time when compared to their previous ad management.
Urban Outdoor Kitchen (PPC) Project Overview
Client Name:
Urban Outdoor Kitchen (PPC)
Client Industry:
eCommerce, Outdoor Furniture
Services Provided:
Google Ads Management
Project Duration:
April - May 2025 & June - September 2024
Case Study Trigger Date:
May 2025
The Challenge
The challenge is creating campaigns and promoting their summer products in a limited amount of time (2 months).
The Strategy
We want to reach as many people as possible and get them interested in our products, so we had a plan that is perfect for those..
- Create a campaign with wide reach and have an audience that has high-intent of converting.
- Make a campaign that has the brand name so we can capitalise on the users that search up our name to buy products.
The Execution
We implemented:
- Creation of a Brand campaign to carry the client name and for the general products to be advertised in their assets.
- “Authentic wood-fired pizza ovens, masonry BBQs & luxury outdoor grills—shop now”
- “Discover top-quality outdoor kitchens, grills & fire pits—perfect for any garden setup”
- etc.
- Created new Pmax campaigns that have custom search themes and goals.
- Pmax Shopping.
- Search themes such as “outdoor furniture and parasols”, “outdoor heating”, “patio heater”. These are based on the client products.
- Application of user Interests has been applied as well to further tighten the scope of the audience and seek out the high-intent users.
- Outdoor Kitchens
- Grilling Tools and Accessories
- Cooking Ranges & Stoves
- etc.
- Pmax Shopping.
- Application of negative keywords sets
- Modifications on the campaign goal to further hone-in their performance by training the algorithm.
- Changing bid strategy for the brand to capitalise on the trained algorithm. From “Maximise Clicks” -> “Maximise Conversions”.
- Budget adjustment to not overspend with the budget given but still make as much conversions as we can.
When the period ended, we ended up with a satisfactory result that is beneficial for the client that seeked out our service.
The Results
May – April 2025 Summary:
- Massive Increase in Interaction Rate: 2.20% (+183.61% compared to the period the client handled their Google Ads).
- Massive decrease on the account overall cost: £996.64 (-72.12% compared to the period the client handled their Google Ads).
- More than doubled in account ROAS / ROI: 6.49 (+164.62% compared to the period the client handled their own Google Ads).
- Outcome: From May to April 2025, the account demonstrated a dramatic performance. Engagement rose significantly, indicating stronger audience interest and more effective ad delivery. At the same time, overall costs were substantially reduced, reflecting improved efficiency and smarter budget allocation. Most notably, return on ad spend more than doubled, showcasing the impact of strategic optimisations and disciplined campaign management. These results highlight the value of expert handling and a data-driven approach to paid media.
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