Lone Star Marine AU
Google Ads - Niche Marine Product Campaigns
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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 conversions on $699.07 spend - $21.89 cost per conversion
15,394 impressions - 27% growth indicating expanding brand visibility
Efficient $0.65 average CPC for marine equipment - well below industry average
Branded Search delivered 15.98 conversions with 20.78% CTR
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
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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