Callow Retail | Google Ads
Callow Retail sells firewood online as UK Firewood Logs. We took over their Google Ads and rebuilt the account around profitable sales.
The brief.
Callow Retail sells firewood online as UK Firewood Logs, a business at the mercy of the weather and the seasons. Their Google Ads were spending without returning enough. Return on ad spend sat at 1.60x against a 3x target, and the account ran on a single catch-all campaign set up years earlier. Margins on logs are tight, so every pound of ad spend had to earn its place.
What we did.
Hannah audited the account, then rebuilt it around profit rather than volume. The catch-all campaign became focused campaigns for the highest-margin products, such as birch crates, boot bags and wood-fired ovens. Local Lincolnshire targeting went in to take advantage of much cheaper van deliveries.
We set up click-to-call tracking through Google Tag Manager, because phone orders were a big source of local sales that had never been measured. We also built a live Looker Studio dashboard so Callum can see exactly what’s happening at any time.
Comparing September and October 2026 with May to July, return on ad spend rose from 1.60x to 4.13x, beating the 3x target. Monthly ad revenue grew from £943 to £6,249, the conversion rate rose from 0.66% to 2.08%, and cost per sale fell by 46%. Against the same months last year, return on ad spend is up 48% on 55% less spend.
The results.
Return on ad spend, up from 1.60x
Monthly ad revenue, £943 to £6,249
Cost per sale, £136 to £74
How we keep working together.
We manage the account monthly. Against the same months last year, return on ad spend is up 48% on 55% less spend.
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A Lincoln-based design, web and digital marketing studio building work that grows medium-sized businesses across the UK and beyond.
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