The Client
Coursey Graves Estate Winery is a Bordeaux-style boutique estate winery in Sonoma County, California, known for its dramatic wine caves, stunning tasting room views, and small-production estate wines. They drive revenue across three streams: tasting reservations, wine club memberships, and direct-to-consumer online wine sales.
In a Sonoma County market saturated with hundreds of wineries — many with century-old brand equity — Coursey Graves needed an online wine store Google Ads management partner who could grow all three revenue streams simultaneously.
The Challenge
Winery and online wine store Google Ads management is a uniquely regulated, multi-objective vertical:
- DTC wine shipping restrictions — many states limit or block direct wine shipments, requiring careful geo-targeting.
- Three different conversion types — tasting reservations, club sign-ups, and online wine purchases each need separate optimization signals.
- "Napa" eclipses "Sonoma" in search volume — even though Sonoma is right next door, searcher behavior heavily favors Napa terms.
- Wine industry compliance — Google's restricted-product policies on alcohol require careful ad copy and targeting.
Our Approach
We built a Google Ads management strategy that captured all three revenue streams without cannibalizing any single one:
- Search campaigns targeting wine tourism keywords ("wine tasting near Napa," "Sonoma winery caves," "Sonoma wine tours")
- DKI ad copy mirroring high-intent search terms —
{KeyWord:Wine Tasting Near Napa}and{KeyWord:Sonoma Winery Caves Near Napa}to capture the Napa-adjacent intent - Tasting-reservation landing page at
courseygraves.com/visit/optimized for booking - GA4 e-commerce conversion tracking — Online Purchase, Reservations, and Mailing List Sign-ups all imported as primary conversions
- Geo-restricted DTC campaigns — wine shipping campaigns only target states where direct shipment is legally permitted
- Local Action conversions layered in — Directions, Calls, and Website Visits all feeding Smart Bidding
- Multi-objective Smart Bidding — Maximize Conversion Value across the blended reservation + purchase + club signup goal stack
The Results
- 333 total tasting reservations and online wine orders generated
- $25,267 in directly-attributed e-commerce revenue (with much more uncaptured — wine club LTV and offline tasting-to-club conversions add significant value beyond reported ROAS)
- $31,204 in lifetime Google Ads spend managed
- 0.81x reported ROAS — but blended with wine club LTV and tasting-room conversions, true ROAS is substantially higher
- 23,689 qualified clicks delivered to the visit and shop pages
Key Takeaways
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Winery Google Ads management means optimizing for what attribution can't see. A tasting reservation becomes a club member becomes a lifetime customer — reported ROAS dramatically understates the full value of paid acquisition.
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"Near Napa" beats "Sonoma" in wine PPC. Searcher behavior tells you what's actually being typed — DKI ad copy that mirrors "near Napa" outperforms pure Sonoma-branded ads.
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A specialized online wine store Google Ads manager understands shipping law. Wine compliance varies by state, and a generalist agency will burn budget bidding in states that can't legally receive shipments.
What the Client Says
"Live PPC Ads understands the wine business in a way most agencies don't. Our tasting room calendar is fuller, our wine club is growing, and our online shop has steady traffic — all from the Google Ads work they do every day."
— Sue, Coursey Graves Estate Winery
About This Campaign
This campaign is managed by Live PPC Ads using our Ad Campaign Concierge™ Google Ads management system with daily optimization, multi-objective bid tuning, and state-by-state DTC compliance.
Industry: Winery & E-commerce — Premium Wine Platforms: Google Ads Location: Sonoma County, CA Account Duration: 2023 — Present (ongoing)