Cheapest Liquor entered Australia’s online liquor market as a new challenger competing against major incumbents. They needed a Google Ads growth system that could scale revenue while staying commercially viable on thin margins.
Scope of work
Paid Media, Google Ads, CRO Strategy
The client launched with low performance and needed profitable growth.
With thin margins, scaling required profit control, not vanity metrics.
A 0.3% CVR meant traffic could not monetise at scale.
How we built a scale engine inside a price-war category.
We started wide to collect meaningful performance data, then segregated campaigns by category to isolate what drove profitable sales across thousands of SKUs.
We developed competitor pricing intelligence to identify where Cheapest Liquor could win demand against major retailers. This guided product focus and pricing decisions.
We isolated top performers (including the top 1,000 products) and reduced underperforming assets so budget flowed into products that could actually carry growth.
We diagnosed friction using behaviour analytics, then redesigned UX and checkout flow, adding objection handling (USPs, FAQs, shipping and returns) to lift conversion rate materially.
We launched high-demand product initiatives, tested single-product approaches, then consolidated into structures that scaled reliably while maintaining strong unit economics.
We built a Google Ads growth system that turned a new market entrant into a high-volume retailer, with conversion efficiency engineered to support scale.
This was achieved by forcing efficiency at product and category level, then fixing conversion rate so traffic could actually monetise. Once the store converted at a commercially viable rate, scaling spend became a controlled decision tied to margin reality, not a gamble.
01
Achieved from launch date momentum.
02
Conversion rate improvement unlocked scale.
03
Sustained growth beyond the first milestone.
04
Spend concentrated into proven winners.
05
UX friction removed to lift revenue.
06
Profitability protected while growing.
