Doubling revenue at an 11x return for a four-generation Chicago florist
How we grew ad-driven revenue and return on ad spend by moving spend out of broad, low-value reach and into high-intent search.
The partner
Ashland Addison is a family-owned Chicago florist with roots going back to 1932. Four generations later, they combine small-business care with large-scale capability: expert floral design, same-day delivery, and multiple retail locations serving the city and suburbs.
With a busy retail and events operation, every advertising dollar needs to drive genuine, high-value orders, not just clicks.
Quick look at the results
2x
Year-over-year revenue
11x
Return on ad spend
+56%
YoY Conversion rate increase
+93%
Sales vs the previous period
The challenge
When we took over the account, the spend was working hard for volume but not for value. The previous setup was exceptionally bloated, with hundreds of broad keywords added to ad groups in some instances.
For a florist with strong average order values and a premium events arm, the opportunity was clear: trade raw conversion volume for conversion quality, and grow the revenue and return the account actually delivers.
Our approach
We refocused the account on high-intent search demand, pulling spend away from 100% broad dependency and low-value reach – and concentrating it on the searches most likely to produce valuable orders.
We also rolled out our ad copy testing framework, involving pinned headlines and descriptions based on historic performance.
As that shift took hold, click-through rate climbed sharply and the value of each conversion roughly doubled.
Alongside the structural work, we tightened conversion tracking so the account optimises toward revenue and order value rather than raw ‘conversion’ count, and aligned bidding with the return targets that matter to the business.
Since partnering with GMM, we've seen huge improvements in both performance and efficiency. They identified areas where we were spending too much on branded searches and helped us shift our budget toward reaching new customers instead. Their communication is clear, their recommendations are backed by data, and they genuinely feel like an extension of our marketing team.
— Diane Meifert, Sales & Marketing Manager
The results
Comparing January to May 2026 against both the previous period and the same months a year earlier, the core KPIs moved strongly in the right direction.
- Revenue was up 87% on the previous period and up 100% year-over-year. Ad-driven revenue doubled YoY.
- Return on ad spend reached 11x, up 33% on the previous period and 18% year-over-year.
- Conversion rate rose sharply, up 92% on the previous period and 56% year-over-year.
- Click-through rate climbed, up 35% on the previous period and more than twelvefold year-over-year, as broad low-value impressions were replaced with high-intent search.
The headline is quality, not just quantity: by moving away from cheap, low-value conversions and toward high-intent demand, the account now returns far more revenue for every dollar spent.
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