Revenue Boosted with Smart Campaign Scaling – Ecommerce Food PPC Case Study

How we helped a bulk food eCommerce brand achieve +433% YoY growth using Google, Meta, and Microsoft Ads with a full-funnel PPC strategy.

+433%

Revenue

+51%

AOV

+242%

Orders

About the Client

Cambie is a US-based importer and distributor specializing in premium baking ingredients and confectionery products. Their extensive product range includes chocolates, cocoa products, nut products, pastry items, and more, catering primarily to B2B customers such as bakeries and confectioneries. In recent years, Cambie has also experienced a growing B2C demand from home bakers across the country via its Shopify-powered eCommerce platform.

Revenue growth chart showing +433% YoY growth for Cambie's eCommerce business using Google, Meta, and Bing Ads

Industry:

Food & Beverage

Market:

Platform:

Shopify

Business Model:

Ecommerce

Service:

PPC

Website:

Challenge

From 2021 to mid-2023, Cambie experienced a significant and steady drop in revenue. Their Google Ads account was inefficient, suffering from poor targeting, broad keywords, and minimal segmentation. Additionally, their website had structural issues such as broken pages and empty categories, hurting user experience and conversions.

Despite working with another agency prior, Cambie felt their campaigns lacked the necessary attention and strategy. They approached Midsummer Agency with an urgent need to turn things around: fix inefficient advertising, refine B2B targeting, and drive consistent, scalable revenue.

Solution

Our first goal was to rebuild Cambie’s Google Ads structure from the ground up, creating a scalable, data-driven foundation to support both B2B and bulk sales growth.

1. Google Ads Restructuring & Optimization

We completely redesigned the account architecture to improve control, segmentation, and performance tracking:

Brand Protection: Implemented dedicated brand campaigns to safeguard branded traffic and maintain cost efficiency.
Dynamic Search Ads (DSA): Launched DSA campaigns to capture long-tail queries and improve coverage across the product catalog.
Product Segmentation: Structured campaigns to differentiate between bulk and wholesale products, aligning bidding strategies with business objectives.
Ad Copy Enhancement: Refined ad messaging to better resonate with B2B audiences and highlight Cambie’s value proposition.
Pricing Strategy Support: Provided strategic input on bulk pricing packs to help increase Average Order Value (AOV).

2. Advanced Campaign Expansion

To diversify reach and improve performance consistency, we evolved Cambie’s paid strategy across multiple campaign types:

Shopping Campaigns: Transitioned from Smart to Standard Shopping, introducing single-product campaigns for greater control.
Performance Max (PMax): Implemented structured PMax campaigns tailored to seasonality and product categories for better budget distribution and audience targeting.

3. Cross-Platform PPC Integration

As we gained access to new ad platforms, we adopted a multi-channel PPC approach to reach wider B2B audiences:

Microsoft (Bing) Ads: Launched in October 2024, targeting business-focused search intent to expand reach beyond Google.
Meta Ads (Facebook & Instagram): Introduced in November 2024, running full-funnel campaigns – including Advantage+, Retargeting, and Awareness – supported by video creatives and catalog ads to drive engagement and conversions.

4. Profitability-Focused Measurement Shift

To align marketing decisions with true business outcomes, we redefined how performance was measured:

Metric Evolution: Transitioned from Return on Ad Spend (ROAS) to Marketing Efficiency Ratio (MER) as the primary performance metric.
Profitability Tracking: Integrated with tools like TripleWhale and Lifetimely to correlate ad spend with real profit and customer lifetime value.
Data-Driven Scaling: Enabled real-time budget adjustments based on actual profitability rather than platform-attributed revenue.

This holistic rebuild and integration of platforms, campaign structures, and measurement frameworks transformed Cambie’s advertising ecosystem – shifting it from reactive optimization to a strategic, profit-driven growth model.

Results

Our partnership quickly turned Cambie’s business around. Key highlights include:

Revenue Growth:

Year-over-year growth of +90% after Midsummer’s onboarding.

Post-onboarding period saw a +147% revenue increase in just four months.

The following year, annual revenue grew by +433% compared to the previous year.

Performance Metrics:

Traffic: +314%

Orders: +242%

Average Order Value (AOV): +51%

Brand traffic: +430% year-over-year

Milestone Achievement:

After aiming to break a new monthly sales ceiling, Cambie saw a +103% month-over-month revenue jump following a near-doubling of the ad investment.

Cambie’s product catalog continues to expand, and they are now recognized as a go-to provider for both business and home bakers across the U.S.

+433%

Revenue

+51%

AOV

+242%

Orders

Target ROAS achieved, minimum spend per month in line with budget. Pulling back when needed, or increasing budget when warranted. Midsummer Agency has a desire to constantly improve performance and understands the needs of the client.

David Foley – Founder