How Brace Helped Water Tanks Midlands Scale Google Ads From A Standing Start
+269%
Increase in Google Ads order value year on year
5x+
Return on ad spend, grown from under 1x
Standing Start
Grown from a brand-new business into a scaled, profitable channel
Water Tanks Midlands are water storage specialists based at Blackminster Business Park in Evesham. They supply steel tanks, moulded tanks, water pumps and agri gear to customers across the UK.
The Challenge
Water Tanks Midlands came to Brace very early in their business story.
They had only just started trading, and wanted to grow revenue through Google Ads without fully knowing whether the channel would pay off for them. The task was simple to describe and harder to action. Prove that Google Ads could work before scaling the spend. That meant resisting the urge to go wide, and instead building data up over time.
How We Did It
We started small, completely on purpose. With a limited budget and a young business to build around, the priority initially was to gather as much revenue data as possible for the account to learn from. We completed initial keyword research and recommended a modest starting budget, focusing purely on a handful of locations and a very targeted product range to start.
A Targeted Start To Prove The Channel
- Began with a modest budget and a focused set of products
- Researched which products and locations were most likely to convert
- Built tightly targeted campaigns rather than spreading spend thin
Testing To Find What Works
- Trialled several campaign types, including Performance Max, Shopping and Search, to find what worked best
- Tested different headlines and descriptions to see what resonated with the audience
- Fixed Shopify and GA4 tracking issues
- Fixed feed problems so the campaigns could be fully optimised
Scaling In Step With The Business
- Met the client every month to set focuses, respond as priorities shifted and recommend budgets for the month ahead
- Recommended website and CRO changes to convert more of the traffic being sent to the site
- Grew the budget, product range and target locations in small increments, proving return before levelling up
The Results.
The growth has been steady, and it has compounded. In July 2024, one of the first full months running, the account returned under 1x on its spend as the campaigns found their feet. A year later, by July 2025, return on ad spend had climbed to around 4x. By July 2026 it had passed well over 5x, and the account reached that figure while spend grew considerably over the same period. Return improved as the budget scaled.
Spend has grown, but conversion value has grown much faster, with Google Ads order value up 269% year on year. The campaigns are built up by data, and they work hard for every penny they spend.
Google Ads has a reputation as a quick win. Sometimes that is true. More often the best results come from patience and a targeted approach, and that is exactly how this account was built. By proving return on revenue at every stage before scaling, Water Tanks Midlands now have a channel that grows with their business rather than one that burns through budget.
Having outgrown their current website, Water Tanks Midlands will soon be launching a brand new site with Brace Creative.
Get In Touch TodayThe Brace Team
A small, senior team ran the account end to end, from strategy through to hands-on optimisation and reporting.
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