Hermanos Colombian Coffee Roasters - 227% Revenue Growth with Google Ads & CRO
Challenge
Hermanos Colombian Coffee Roasters sells premium, ethically sourced coffee direct to consumers online. Their product is exceptional - but their Google Ads account wasn't performing, their website was losing potential buyers before they could check out, and they had no clear system for tracking what was actually driving revenue.
The e-commerce coffee market is intensely competitive. Generic advertising with no margin awareness, no audience strategy, and no conversion rate focus meant money was being spent without a reliable return. The client needed someone to take ownership of the full picture - not just manage campaigns in isolation, but connect advertising, website performance, and data tracking into one coherent growth strategy.
Hermanos Colombian Coffee Roasters sells premium, ethically sourced coffee direct to consumers online. Their product is exceptional - but their Google Ads account wasn't performing, their website was losing potential buyers before they could check out, and they had no clear system for tracking what was actually driving revenue.
The e-commerce coffee market is intensely competitive. Generic advertising with no margin awareness, no audience strategy, and no conversion rate focus meant money was being spent without a reliable return. The client needed someone to take ownership of the full picture - not just manage campaigns in isolation, but connect advertising, website performance, and data tracking into one coherent growth strategy.
Solution
We started where the money was: understanding Hermanos' product margins in detail. This allowed us to identify which products could sustain aggressive advertising and which needed to be positioned differently. With that financial foundation in place, we built the Google Ads strategy around it.
We fully set up their Google Merchant Center account and product feed, rewriting product titles and descriptions with carefully researched keywords to improve both visibility and relevance. We then launched and continuously optimized a Performance Max campaign - using advanced audience signals, segmented customer lists, and A/B testing of product structures and value propositions to maximize return on every dollar spent.
Alongside the advertising, we developed a detailed conversion rate optimization plan and managed its implementation directly with a specialist Shopify development team. This included: adding upsell and cross-sell paths (particularly highlighting the coffee subscription to improve customer lifetime value), improving mobile experience, optimizing site speed, and installing GA4 for accurate cross-channel tracking.
We tied everything together with UTM tracking across Facebook and Google to map the full customer journey - so every touchpoint that contributed to a sale was visible and measurable. Monthly reports delivered clear data, analysis, and the next set of actions.
We started where the money was: understanding Hermanos' product margins in detail. This allowed us to identify which products could sustain aggressive advertising and which needed to be positioned differently. With that financial foundation in place, we built the Google Ads strategy around it.
We fully set up their Google Merchant Center account and product feed, rewriting product titles and descriptions with carefully researched keywords to improve both visibility and relevance. We then launched and continuously optimized a Performance Max campaign - using advanced audience signals, segmented customer lists, and A/B testing of product structures and value propositions to maximize return on every dollar spent.
Alongside the advertising, we developed a detailed conversion rate optimization plan and managed its implementation directly with a specialist Shopify development team. This included: adding upsell and cross-sell paths (particularly highlighting the coffee subscription to improve customer lifetime value), improving mobile experience, optimizing site speed, and installing GA4 for accurate cross-channel tracking.
We tied everything together with UTM tracking across Facebook and Google to map the full customer journey - so every touchpoint that contributed to a sale was visible and measurable. Monthly reports delivered clear data, analysis, and the next set of actions.
Results
227% revenue increase in 4 months, driven by the combination of Performance Max optimization and conversion rate improvements on the website.
Beyond the headline number: the client gained a fully functioning data infrastructure - proper GA4 tracking, UTM attribution across channels, and monthly performance reporting they could act on. The Google Search Ads structure (Dynamic Search Ads + exact match campaigns) was planned and handed over for ongoing use. And the CRO changes made their existing traffic worth significantly more, compounding the impact of every advertising dollar.
Over 18 months of collaboration, Jade Antlers served as the client's primary external marketing partner - supporting Google Ads, Facebook Ads, SEO auditing, page speed optimization, and omnichannel strategy. As Jim Kersey, Head of Marketing at Hermanos, put it: "Monthly performance reports were always delivered diligently and promptly, and we felt we could always reach out to JA for additional support and input when needed."
227% revenue increase in 4 months, driven by the combination of Performance Max optimization and conversion rate improvements on the website.
Beyond the headline number: the client gained a fully functioning data infrastructure - proper GA4 tracking, UTM attribution across channels, and monthly performance reporting they could act on. The Google Search Ads structure (Dynamic Search Ads + exact match campaigns) was planned and handed over for ongoing use. And the CRO changes made their existing traffic worth significantly more, compounding the impact of every advertising dollar.
Over 18 months of collaboration, Jade Antlers served as the client's primary external marketing partner - supporting Google Ads, Facebook Ads, SEO auditing, page speed optimization, and omnichannel strategy. As Jim Kersey, Head of Marketing at Hermanos, put it: "Monthly performance reports were always delivered diligently and promptly, and we felt we could always reach out to JA for additional support and input when needed."
