Sydney String Centre Drives 31% Increase in eCommerce Revenue with Paid Media
About The Sydney String Centre
The Sydney String Centre is Australia’s leading string instrument specialist, offering a wide range of violins, violas, cellos and accessories to musicians of all levels. With a physical presence in NSW and a strong national eCommerce footprint, their customers range from young beginners to professional musicians.
Challenge
When The Sydney String Centre partnered with Rocket, their Google Ads account lacked a clear structure and wasn’t driving the consistent return they needed. While revenue was strong in certain periods, it was volatile and difficult to scale.
They needed a performance-driven digital marketing partner specialising in eCommerce to fine-tune tracking, consolidate their Paid Media structure and help them maintain a ROAS of 3+ while scaling revenue and driving more enquiries.
Solution
Rocket approached the Sydney String Centre Google ads account with three clear priorities:
1. Smarter set-up and tracking
We began by ensuring the technical foundations were in place. We audited and fine-tuned tracking across Google Analytics, GA4 and Shopify and launched Google Merchant Centre to enable shopping ads. This set the stage for a reliable, scalable eCommerce strategy.
2. Strategic campaign segmentation
We implemented a new campaign structure that clearly separated goals - Performance Max campaigns were dedicated to revenue generation, while Brand campaigns were focused on driving form completions and supporting awareness. Over time, we restructured campaigns by product price and location, allowing us to allocate budget more strategically and align investment with product value and geographic demand.
3. Continuous bid and budget optimisation
With the new segmentation in place, we adjusted bidding strategies based on how each segment was performing. Some campaigns used ROAS to maximise efficiency, while others used Max Conversion Value to lift purchase volume. We continually monitored campaign-level ROAS and made dynamic adjustments to spend, ensuring each campaign stayed close to or exceeded the 3.0 benchmark.
The Sydney String Centre saw immediate gains from partnering with Rocket, while scaling the campaign by over 75% in media spend.
Outcomes
200%
growth in revenue in 3 months
>280%
increase in orders from Google Ads
3.9+
ROAS from Google Ads
Final Thoughts
What started as a foundational Google Ads restructure quickly evolved into a collaborative effort to build a strategic engine for growth. With clear tracking, segment-based campaigns and smart bidding strategies, Rocket worked closely with The Sydney String Centre to turn Google Ads into a high-performing channel that consistently balances revenue growth with efficiency. With the right structure now in place, their team is better equipped to scale its eCommerce success in the future.
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Rocket Agency has solved digital marketing challenges for hundreds of Australian businesses and run thousands of successful campaigns across SEO, Google Ads and Social Media to deliver tangible business results. Our case studies reflect our digital marketing expertise across industries and channels.
720%
15.9X
4.2%
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