£400k coffee brand in need of an ecommerce strategy

For an ecommerce business like this understanding which products to give the spotlight and refining your Google Ads is key.

Here’s a brief overview of what we got into with Copper Coffee Roasters!

Understanding the business

• They’re doing about £400K total revenue, with £120K from online sales
• Currently spending about £1,500/month on Google Ads
• Struggling to compete in a saturated coffee market

Marketing strategy advice

• Focus on higher-priced items (£80-100+) rather than just coffee
• Use these products to acquire customers, then upsell coffee and subscriptions
• Calculate and understand customer lifetime value
• Aim for break-even or small profit on first transaction, focusing on long-term value

Google Ads optimisation

• Consolidate campaigns due to limited budget (£50/day)
• Separate branded and non-branded campaigns
• Optimise product titles and images in shopping feeds
• Focus on best-selling products (e.g., Wilfa coffee grinders)
• Use Google Search Console data to inform keyword strategy

Website optimisation

• Align website structure with how people search (e.g., create a dedicated Wilfa coffee grinders page)
• Improve product categorisation and navigation

Subscription model

• Make growing subscriptions a key focus, customers are worth more in a subscription model
• Offer incentives to encourage sign-ups (e.g., free V60 with subscription)
• Track average subscription length and value

Social media and retargeting

• Use 80% of budget for targeted search marketing
• Allocate 20% for retargeting on social media platforms
• Use retargeting to keep the brand top-of-mind for interested customers

General advice

• Set clear revenue goals and work backward to determine ad spend
• Analyse past performance, current state, and future plans
• Understand the split between brand and non-brand performance in ads
• Focus on acquiring new customers through non-branded searches
• Consider economies of scale as the brand grows

The overall recommendation was to be more strategic with ad spend, focus on higher-value products initially, and build a strong foundation for growth through subscriptions and customer retention.

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