Blue Grouse Wine Cellars came to Brandcamp in January 2026 looking to turn Google Ads from an afterthought into a real revenue channel. Their online sales relied almost entirely on repeat customers and word of mouth from the physical cellar door, with no consistent way to reach new buyers actively searching for wine online. We rebuilt their Google Ads account from the ground up, structuring Shopping campaigns around their actual product catalog and margins rather than a generic setup, and treating the channel as an ongoing sales engine instead of a one-time campaign. Within a few months, Shopping ads had gone from an unused line item to one of their most reliable sources of new customers.
Blue Grouse sells both off-the-shelf wine racking and shelving, and fully custom cellar builds, but their Google Ads account treated it all like one product. The feed listed racking systems with thin, generic titles, missing the material, capacity, and style details people actually search for when they're planning a cellar. Meanwhile, custom build inquiries, which are the highest-value part of the business, were competing for the same budget as a $200 shelving unit, with no way to tell which campaigns were actually generating quote requests versus just clicks. Search terms weren't split by intent either, so someone shopping for a small countertop rack and someone looking to hire a contractor for a full basement cellar build were funneled through the same ads and the same landing page. Without separate conversion tracking for purchases versus quote requests, there was no way to see that a handful of custom build leads were worth more than all the shelving sales combined.
"Blue Grouse had two completely different businesses running through one account. Once we split the shelving side from the custom build side and gave each one its own targeting and its own value, the account stopped fighting itself. That's really where the ROAS came from."
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We split the account in two, matching how the business actually makes money. Shopping campaigns were rebuilt around the racking and shelving products, with feed titles and attributes rewritten to reflect material, finish, capacity, and style, so those products could actually compete in Shopping results. Custom cellar builds were moved into their own Search campaigns targeting high-intent terms like "custom wine cellar builder" and "wine cellar installation," geo-targeted to the areas Blue Grouse actually builds in, rather than shipping nationally like the shelving products. We set up separate conversion actions for product purchases and quote requests, and assigned each a different value, so budget could be weighted toward what was actually driving revenue rather than what was generating the most clicks.
Since accurate conversion tracking meant custom build quote requests were finally valued at what they were actually worth instead of being counted the same as a shelving sale, budget could shift toward the campaigns generating those leads rather than the campaigns generating the most clicks. Combined with tighter geo-targeting on the build side, so ad spend stopped chasing customers outside the areas Blue Grouse could actually service, and a cleaner Shopping feed that stopped burning budget on mismatched searches, the account started returning revenue that was actually being tracked correctly for the first time. Once even a small number of custom build leads closed at their real project value, blended ROAS across the account crossed 10x, with the custom build campaigns doing most of the heavy lifting and the shelving Shopping campaigns providing a steady, lower-cost baseline underneath it.
"We came to Brandcamp not really knowing what we were missing, and they turned our Google Ads into something that actually brings us business. We've had customers find us through ads who ended up booking full cellar builds. Couldn't be happier working with this team."
