eCommerce / Marine Equipment

Lone Star Marine AU

Google Ads — Niche Marine Product Campaigns

Lone Star Marine manufactures premium anchor winches, bow sprits, and marine accessories in Australia. As a niche manufacturer selling high-ticket products ($500–$5,000+), they needed Google Ads to capture the limited but high-intent search demand for anchor winches, marine equipment, and specific product models.

A Performance Max and Branded Search strategy delivered 31.93 conversions at $21.89 CPA on just $699.07 spend — proving that niche manufacturers can achieve strong results with modest budgets when traffic quality is ruthlessly maintained.

+31.93

31.93 conversions on $699.07 spend — $21.89 cost per conversion

+27%

15,394 impressions — 27% growth indicating expanding brand visibility

+$0.65

Efficient $0.65 average CPC for marine equipment — well below industry average

+20.78%

Branded Search delivered 15.98 conversions with 20.78% CTR

+Performance Max

Performance Max generated 15.95 conversions capturing broader intent signals

Platforms Used

•Google Ads
•Performance Max
•Google Search (Branded)
•Negative Keyword Management

Services Outline

•Google Ads Management — Performance Max and Branded Search campaign structure
•Performance Max Campaigns — Product feed-driven campaigns capturing broader intent signals
•Branded Search — High-intent branded campaigns with 20.78% CTR
•Negative Keyword Expansion — Blocking low-intent marine and fishing queries
•Conversion Tracking — Locator-based tracking system monitoring and optimisation

The Challenges

1.Capturing limited but high-intent search demand for a niche product category

2.Maintaining traffic quality in a marine equipment category with broad unrelated searches

3.Achieving meaningful conversion volume with a modest advertising budget

4.Managing a locator-based conversion tracking system for accurate attribution

Our Solution

We structured campaigns into Performance Max for broader discovery and Branded Search for high-intent captures, with aggressive negative keyword management to maintain traffic quality.

Campaign Structure

•Performance Max: product feed-driven campaigns capturing broader intent signals
•Branded Search: high-intent brand-specific searches with 20.78% CTR
•Split between channels captures both discovery traffic and high-intent searchers
•Each campaign type optimised independently for its specific role

Traffic Quality Management

•Aggressive negative keyword expansion blocking irrelevant marine and fishing queries
•Regular search term report reviews to maintain niche traffic quality
•Locator tracking disruption identified and escalated for immediate resolution
•Ongoing monitoring of CPA efficiency despite small overall spend

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