Trade Signz

The Challenge

Trade Signz Manufacturing Limited, founded in the early 90s, is a UK-based company specialising in designing and producing custom, high-quality signage solutions and projecting brackets, recognised for their affordable prices.  

When Trade Signz first partnered with Vagabond, they had minimal experience with digital marketing and were unsure if it would be worthwhile investing in Vagabond’s services (spoiler alert: it absolutely was). Their primary goal was to increase ROAS and overall revenue across Google Ads. The biggest challenge we faced was building trust and demonstrating the potential of digital marketing for their business.

At the time, their marketing efforts were mainly focused on standard shopping campaigns and search ads, but lacked effective segmentation and optimisation for their niche market. There was uncertainty about whether spending time and money on Google Ads would truly lead to results. Introducing new strategies, such as Performance Max campaigns and more granular product feed optimisations, was initially challenging due to previous bad experiences and trust. However, through regular meetings and a collaborative approach, we were able to share insights on performance and educate the Trade Signz team on how different elements worked, gradually building the confidence needed to make meaningful improvements.

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Our Solution

When we first partnered with Trade Signz, the marketing landscape was dominated by standard shopping campaigns and search ads. However, as new campaign types like Performance Max (PMAX) were introduced, we saw a unique opportunity to shift strategies. Back when PMAX was still a fresh concept in the Google Ads space, we embraced it as a test alongside refining product segmentation to target specific collections. This marked the beginning of a more nuanced approach to marketing strategy, allowing us to optimise with greater precision.

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To ensure the success of these new strategies, we utilised custom scripts to analyse performance data and identify what was working for us to consider optimising the feed at a more granular level and introducing supplemental feeds for further segmentation. 

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Along with optimising the feed, we were in constant communication to enhance their website user experience (UX). This vastly supported all the work we were orchestrating from a PPC perspective. As we know, branding and website functionality are key for a seamless customer journey, leading to a higher number of new and returning customers due to building trust through our consistent and cohesive methods. 

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Understanding the seasonality of the business, we collaborated with Trade Signz to find creative ways to drive sales during typically slower months (typically colder seasons), like introducing a Summer Sale. This initiative proved to be a game-changer, allowing us to maintain consistent revenue growth even during low-traffic periods. We also continuously tested different creative approaches and messaging, refining our strategies based on what resonated most with their audience.

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From the very beginning, regular meetings helped establish clear expectations, allowing us to understand the intricacies of Trade Signz’s business and how to best support their growth. This communication helped the Vagabond team deliver a 40-50% revenue increase consistently YoY. Leveraging market research and AI tools to help understand marketing growth and history, ensuring we remained on the cutting edge and delivered tangible results.

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Through this methodical and collaborative approach, we built a strong foundation for sustained growth, solidifying a long-term partnership with Trade Signz that continues to deliver impressive results year after year.

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Results

PPC Campaign Performance: Year-on-Year Growth

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November 2024 vs. November 2023

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• Revenue from PPC increased by 52%
  
  
• Return on Ad Spend (ROAS): 11
  
  

Performance significantly outpaced the same period in 2023, driven by strategic campaign optimisation and peak seasonal alignment. Entering the lighter seasonality period post-November, where performance historically trends downward due to reduced consumer demand.

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March 2024 vs. March 2025

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• Revenue from PPC increased by 42%
  
  
• Return on Ad Spend (ROAS): 6
  
  
• Despite the seasonal dip, March performance showed sustained year-on-year growth, maintaining strong efficiency and conversion delivery.