The Client
The Tea Can Company is a specialty tea brand in Pipersville, Pennsylvania, selling whole-leaf tea in signature tins and gift sets online across the US. We run their Google Ads, and in our second month the account brought in $5K+ in revenue from 90+ orders, its best month on record.
The brand sells two ways at once. Retail customers buy floral teas, children's teas, mocktail blends and holiday gift sets. Cafes, gift shops and other brands buy wholesale tea and private label programs. Both need Google Ads, and they need it in different ways.
"About $2.5K a month in Google Ads revenue before us. $5K+ in September 2026."
The Challenge
Google Ads for a tea brand is a small-ticket, gift-driven business:
- Small orders. A tin of tea sells for about $15. Every click has to be cheap, and every campaign has to earn its spend in orders.
- Gift seasons drive the year. Mother's Day, Halloween and the holidays bring the spikes. Products missing from the feed miss the season.
- Two businesses in one account. A $15 retail order and a wholesale inquiry worth hundreds of times more were running side by side, judged by the same numbers.
- Products that can't be advertised. The store also sells hemp tea, which Google restricts. Those products have to stay out of every campaign, feed and landing page.
What We Built
1. A Performance Max campaign on the products that sell
We built Pmax Campaign - LPA in late July 2026, bid to maximize conversion value against real purchases. Instead of the whole catalog, it runs on an allowlist of the store's proven products, with more than 120 campaign negatives and the brand's own video and image assets.
2. Brand search, tested and tightened
The brand campaign protects searches for "the tea can company," "tea can company" and "theteacancompany." We ran an A/B test on its bidding in August 2026 and kept the winner, which now runs in its place.
3. A dedicated wholesale and private label campaign
In September 2026 we replaced the older wholesale campaigns with Lead Campaign - LPA: one Search campaign, two ad groups (Wholesale and Private Label), each sent to its own landing page, built on exact-match keywords from two years of search history. It bids on real inquiries only: contact-form submissions, calls from ads and website calls, with new wholesale and private label application conversions set up for the next step.
4. Negatives that protect the business
A shared competitor negative list, plus more than 300 unique campaign negatives across our campaigns. Terms like "private label," "white label," "wholesale" and "tin" stay open on purpose, because those are the customers the brand wants.
5. Meta Ads to build the audience
In August 2026 we launched Facebook and Instagram: an Instagram engagement campaign built on the brand's best posts, and a sales campaign for the store's teas and gift sets.
6. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed every business day through Ad Campaign Concierge™, our proprietary optimization system: search terms, negatives, bids and budget pacing.
The Results
The numbers below are Google Ads purchase revenue as the account reports it. Our campaigns started on July 22, 2026.
- Since we took over (July 22 to October 3, 2026): $9.3K+ in revenue from 180+ orders, from our campaigns.
- September 2026: $5K+ in revenue from 90+ orders, the account's best month. The previous record was about $3.8K in May 2026, a Mother's Day month.
- Against the average before us: about $2.5K and 50 orders a month before, nearly double the revenue and about 75% more orders in September.
- Performance Max: $5.4K+ in revenue from 110+ orders since it launched at the end of July.
- Brand search: about 6x its cost in revenue.
Meta Ads: A Growing Instagram Audience
- 66,000+ impressions reaching 37,000+ people on Facebook and Instagram in under two months
- 880+ new Instagram followers, at about 66 cents each
- 15,000+ engagements and 3,600+ full video views on the brand's posts
- 18 orders from Meta sales ads so far, with the holiday season still ahead
Key Takeaways
- Point Performance Max at proven sellers. It spends where you point it. Aimed at the products that already sell, it has orders to learn from from day one.
- Protect the brand name. Brand searches are the cheapest orders a small store gets. Here they returned about 6x their cost.
- Separate retail from wholesale. A $15 order and a wholesale inquiry need separate campaigns, separate goals and separate landing pages.
- Negatives are business decisions. The words that look like waste in one store, like "wholesale" or "white label," are the target market in another.
Frequently Asked Questions
How quickly can Google Ads results change after a new agency takes over?
For The Tea Can Company, within two months. Before us the account averaged about $2.5K a month in Google Ads revenue and about 50 orders. We took over in late July 2026, and September 2026 brought in $5K+ from 90+ orders, the best month the account has recorded.
Does Performance Max work for a small tea brand?
It did here. The Performance Max campaign we built at the end of July 2026 has produced $5.4K+ in revenue from 110+ orders so far, running on a hand-picked list of the store's best products rather than the whole catalog.
Should a small e-commerce brand pay for its own brand searches?
In this account, yes. The Tea Can Company's two brand search campaigns spent about $620 since we took over and returned $3.9K+ in revenue, about 6x what they cost.
Can one Google Ads account sell retail tea and win wholesale clients?
Yes, as long as the two never share a campaign. Retail runs on Performance Max and brand search, bid on purchases. Wholesale and private label run in their own Search campaign with separate ad groups, landing pages and lead goals, so a $15 online order and a wholesale inquiry are never judged by the same target.
About This Campaign
Google Ads for a tea brand, built and managed with our proprietary Ad Campaign Concierge™ optimization system.
Industry: E-Commerce (Specialty Tea & Gifts) Platforms: Google Ads (Performance Max, Search), Meta Ads (Facebook and Instagram, since August 2026) Location: Pipersville, Pennsylvania, shipping across the US Account Duration: July 2026 (still running today)
Revenue is Google Ads purchase conversion value from the store's Google Analytics purchase event, rounded down. "Before us" is the account from December 2025 to July 21, 2026, all campaigns. Results since July 22, 2026 are our campaigns only. Wholesale and private label inquiries are tracked separately and are not included in revenue. All amounts are in US dollars. Meta figures are as reported by Meta Ads Manager for our two campaigns since August 2026.