Ecommerce / Food & Beverage · Google Ads · Shopping
Harney & Sons: 135% Conversion Lift for a Heritage Tea Brand
A family-owned global tea company moved past a conservative Google Ads program with X-Alpha® and customized Shopping campaigns.
- Conversion increase
- +135%
- Increase in sales
- +67%
- Increase in TCV
- +121%
In short
SalesX increased Harney & Sons' conversion rate 135%, sales 67% and total conversion value 121% using X-Alpha® query promotion and customized Shopping campaigns for top-selling teas.
The challenge
- Harney & Sons, a family-owned global tea company founded in 1983, had run a deliberately conservative Google Ads program that protected efficiency but capped growth.
- The brand was also launching a first-in-market flexible loose tea pouch — a sustainability story that generic catalog-wide campaigns could not tell.
Goals
- Elevate the Google Ads program well beyond its previous conservative performance.
- Give priority products, including the new flexible pouch packaging, dedicated commercial visibility.
- Grow total conversion value, not just conversion count.
What SalesX did
- Deployed X-Alpha® to isolate and scale the queries proving real purchase intent.
- Built customized Shopping campaigns around the highest-demand tea products instead of one undifferentiated product feed.
- Maintained continuous optimization across bids, feed quality and creative so gains compounded.
Results
- X-Alpha® software drove a 135% increase in conversion rate.
- Consistent optimization and SalesX proprietary systems produced a 67% increase in sales.
- Customized Shopping campaigns for popular tea products delivered a 121% increase in total conversion value.
Tools and technology used
Frequently asked questions
What did SalesX do for Harney & Sons?
SalesX rebuilt the Google Ads program with X-Alpha® query promotion and product-specific Shopping campaigns, producing a 135% conversion increase, 67% sales growth and 121% higher total conversion value.
Why build separate Shopping campaigns per product group?
Segmenting Shopping by product demand lets budget and bids follow each product's own margin and conversion value instead of averaging across the whole catalog.
What is total conversion value (TCV)?
Total conversion value is the sum of revenue attributed to conversions, which measures the value of sales generated rather than just the number of orders.
