SPRINGBRIDGE DIRECT

Despite its strong product range and logistics network, Springbridge’s digital advertising was failing to deliver. The business faced several key obstacles:

• High ad spend with low returns — Campaigns lacked focus, meaning the investment wasn’t generating sufficient profit.
• Weak geographic targeting — Ads weren’t aligned with Springbridge’s delivery model, causing spend in unprofitable areas.
• Limited budget control — Resources weren’t being prioritised in the regions with the highest margins (e.g., free delivery zones).

In short, while Springbridge had the potential to dominate the landscaping supply market, their advertising setup was working against them. They needed a scalable, efficient strategy that maximised sales while protecting profitability.

We developed a location-first Google Ads strategy designed to align ad spend with Springbridge’s logistics model and customer base. The aim was simple: focus budget where margins were strongest, while maintaining visibility elsewhere to capture incremental sales.

Campaign Structure

We launched four tightly controlled campaigns—two Search and two Shopping—split across Free Delivery Zones and Paid Delivery Zones:

• Free Delivery Campaigns — Allocated larger budgets and higher bids to maximise ROAS where profit margins were strongest.
• Paid Delivery Campaigns — Still active but with lower bids to maintain presence in wider areas without compromising efficiency.
• Geo-Targeting & Budget Allocation
  Campaigns were built around postcode clusters, ensuring ad spend was directed toward high-value delivery zones. This approach reduced wasted spend while allowing us to dominate key territories.
• Continuous Optimisation
  We continually tested and refined ad copy, product listings, and bidding strategies. By protecting impression share and ad rank, we ensured Springbridge consistently held top positions in Google Ads, even in highly competitive searches.

The results of this campaign restructure were transformational for Springbridge Direct:

• Ad Spend: £401,030.12 invested into Google Ads
• ROI: 265% (calculated including both ad spend and agency fees)
• Improved Profitability: Strongest growth achieved in free delivery zones, with wasted spend significantly reduced
• Market Impact: Springbridge dominated top ad positions, improving brand visibility and capturing both trade and domestic customers

Beyond the numbers, Springbridge now benefits from a sustainable, future-proof strategy that scales with their business. They have seen consistent month-on-month growth in online sales, while also expanding their customer base to include large trade accounts alongside homeowners and smaller contractors.

By aligning digital advertising strategy with operational strengths, Big Gun Digital helped Springbridge turn a costly, underperforming Google Ads account into a highly profitable growth engine.

Our geographic budget allocation, structured campaign design, and ongoing optimisation didn’t just improve ROAS—it gave Springbridge the clarity, control, and confidence to grow sustainably. Today, the company continues to dominate its market while delivering efficiently and profitably across its entire network.