Eclipse Nursery Store - PPC Case Study



Eclipse Nursery Store was established in 2013 by husband and wife team Patrick and Claire when they opened the doors of their 1st store. As parents to 3 children they felt that there was an opportunity for a family run nursery store specialising in top quality products with a 1st class customer experience.

As the business grew so did the team and then in 2016 came their 2nd store based in Lisburn. Within each store they have a highly trained team of staff who have a wealth of experiences, from the latest technology in car seat safety and stylish pushchairs, to the best teething & sleeping  aids available. 

They also operate an ecommerce business running alongside their physical stores.


VROOM were tasked with developing their digital channels to maximise the opportunity to unlock new and returning customer purchases within digital channels such as PPC (Google Ads) helping them to expand their ecommerce business into new households and increase revenue from Digital. From PPC we looked to enable growth from a conversion perspective, reducing average cost per purchase, increasing average order value and revenue. To achieve this we developed an always on way of working, helping to reduce the peaks and troughs of the industry, stabilising business income where possible.


Account and Campaign Audit: We believe there is an importance in following best practice on the PPC platforms, so we ran an account and campaign audit, to help identify what’s working and what isn’t.

This helped us identify quick wins and longer term projects the accounts can benefit on.

Testing: We identified testing opportunities we can take advantage of, for example if we pool our campaigns and budgets into campaigns for all drinks, or if it works better to have specific campaigns for each type of drink.

The results from these tests have informed our strategy and way of working going forward.

Reactive Turnaround Time: We understand that sometimes things need to be actioned quickly to help the business achieve their goals, so we ensure our campaigns are turned around within an agreed time which becomes part of our service level agreements with our clients.

A Focus on Conversion Value: As we know that we need to make the media budget work as hard as it can, we focused our efforts on delivering PPC campaigns that delivered conversion value from a transactional perspective..

Upgraded Shopping Campaigns & Performance Max Development: Google Shopping ads were being phased out in 2022 and a new campaign type (Performance Max) was going to take the role of delivering Shopping Ads, which we could identify were delivering good conversion value for Eclipse.

We put in place a strategic upgrade to their Shopping campaigns by introducing Performance Max into the PPC mix well ahead of the transition time. This allowed us to work with Google’s machine learning to deliver a high ROAS from this campaign ahead of the transition. We consistently test and measure the campaign’s audience signals. to ensure we are delivering the best value possible.

Reporting: In depth weekly and monthly reporting, to identify opportunities for improvement and further expansion. Using a data led approach, to create actionable insights that are fed back into the campaigns.

Team: A highly specialised and cross-functional team work on the account, meaning they drew in inspiration and knowledge from similar accounts they work on, past and current. This means that Eclipse benefits from other work the agency and team are doing within the industry and wider ecommerce space..


Million Impressions


Landing Page Views


PPC Ad Spend


Ecommerce revenue directly from PPC

The Conclusion

Amazing growth and increases in efficiency, with PPC  becoming extremely important contributors to the digital marketing mix, especially the conversion value and ROAS element of the funnel.

Eclipse Nursery Store

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