About the Client
Frame It All, a leading provider of modular outdoor solutions, specializes in raised garden beds, sandboxes, and landscape edging. Their innovative products cater to gardening enthusiasts and homeowners seeking customizable and sustainable outdoor enhancements. To expand their online reach and drive sales, Frame It All partnered with our agency to develop a comprehensive Google Ads strategy.
Our Approach
Seasonal demand fluctuations for outdoor furniture sellers like Frame It All mean that consumer interest shifts throughout the year, impacting consistent sales and requiring flexible campaign management. The market is also highly competitive, with many brands vying for attention, making it challenging for individual retailers to stand out. Additionally, the wide range of product categories—spanning everything from raised garden beds to modular outdoor furniture—adds complexity, as each product type needs a tailored advertising approach. Finally, visual appeal plays a crucial role in attracting customers, making high-quality images essential to capture attention and showcase the products’ aesthetic and functional qualities. Together, these factors make digital advertising for outdoor furniture both challenging and essential for growth.
WeAdU’s Strategy & implementation
To overcome these challenges and deliver measurable results for frameitall.com, we developed a robust Google Ads strategy built around the following essential components:
What We Did
In our PMax campaigns for Frame It All, we started with feed-only Asset Groups for each product type, focusing on Google Shopping to capture high-intent shoppers and gather quality conversion data. This setup also enabled Dynamic Remarketing, showing product-specific ads to past visitors, which increased conversion rates. Once an Asset Group generated enough conversions, we expanded reach by adding headlines, descriptions, and images to target other networks like Search, Display, YouTube, and Discovery, ensuring each ad extension was driven by high-quality data for effective cross-network engagement.
We used custom audience signals to attract customers interested in outdoor projects, DIY landscaping, and sustainable gardening. By guiding Google’s AI with these audience signals, we reached individuals likely to appreciate Frame It All’s eco-friendly, customizable outdoor solutions, increasing ad relevance and generating high-quality leads from audiences already inclined to invest in outdoor upgrades.
Recognizing that desktop and mobile users interact differently with outdoor products, we created separate Ad Groups for each device in Search and Display campaigns. Mobile ads focused on quick-selling points like “easy setup” and “modular design,” while desktop ads included detailed descriptions and visuals to showcase Frame It All’s product configurations. This device-specific approach provided a tailored user experience and effectively showcased Frame It All’s professionalism and commitment to quality.
To reach customers interested in specific project ideas, we implemented DSAs that generated ads based on Frame It All’s website content. This allowed us to attract users searching for detailed, niche terms like “build your own garden bed kit” or “safe modular sandbox,” expanding our reach without relying on exhaustive keyword lists. DSAs provided an effective way to connect with project-oriented buyers looking for tailored solutions.
We optimized Frame It All’s product feed for Google Shopping with detailed attributes relevant to outdoor projects, such as “UV-resistant,” “tool-free assembly,” and “modular design.” High-quality images showcasing products in real-life outdoor settings helped attract clicks from customers envisioning similar upgrades to their own spaces. This level of feed detail increased visibility and click-through rates, particularly for shoppers looking for robust, weatherproof solutions.
Using geo-targeting, we served ads based on regional demand for specific outdoor products. For instance, we prioritized ads for raised garden beds and edging kits in early spring for warmer climates, while emphasizing sandbox kits during the summer in family-centric regions. This regional approach helped Frame It All’s products appear at the right time and place, increasing ad relevance and engagement.
We adapted our ad strategy seasonally to capture peaks in demand, adjusting bids and budgets during high-traffic periods, such as early spring for gardening products and summer for children’s outdoor play areas. This helped Frame It All capture attention during peak shopping periods for outdoor projects, aligning ad spend with the highest sales opportunities.
We implemented ad extensions to highlight Frame It All’s unique advantages. Sitelink extensions guided users to high-performing categories and product pages, while callout extensions featured benefits like “eco-friendly materials,” “easy assembly,” and “modular design.” Structured snippet extensions allowed us to emphasize product features such as “UV-resistant” and “made for all weather,” effectively communicating Frame It All’s value proposition and increasing click-through rates.
Through in-depth competitive analysis, we identified unique selling points that Frame It All could leverage, such as modularity, sustainability, and durability in all weather conditions. We used these insights to craft ad copy and targeting strategies that positioned Frame It All as the go-to brand for customizable outdoor solutions, helping them stand out in a crowded market.
We closely monitored campaign performance, regularly adjusting targeting, bids, and creative elements to ensure alignment with ROAS goals. This data-driven approach enabled us to scale budgets strategically while maintaining efficiency, delivering sustainable growth for Frame It All across seasons.
The Results
By applying these targeted strategies, WeAdU successfully scaled Frame It All’s Google Ads campaigns, achieving significant growth while maintaining strong ROAS. Our specialized approach helped Frame It All reach the right customers, build brand awareness, and drive sales, all while positioning them as a leader in modular outdoor furniture and gardening solutions.
of customers
see an increase in ROAS
trackable revenue
across our portfolio
Conversions generated
