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Transforming Google Ads Performance with Precision and Dedication for Big Blanket Co.
Big Blanket Co's Google Ads account wasn't reflecting the strength of the brand. Grayvault rebuilt the account from the ground up - fixing conversion tracking, separating brand and non-brand campaigns, and launching Performance Max and Shopping campaigns - turning a stagnant account into a scalable growth channel.
Client Background
Challenge
Big Blanket Co had built a genuinely differentiated product in a market largely defined by generic offerings. But their Google Ads account wasn't reflecting the strength of the brand. Campaigns were underperforming, the brand vs. non-brand distinction wasn't being managed strategically, conversion tracking had discrepancies that made it difficult to understand true performance, and the account lacked the structure needed to scale efficiently. They needed a complete overhaul, not incremental tweaks.
Objectives
Craig Graham conducted a comprehensive audit of Big Blanket Co's Google Ads account and rebuilt it with a focus on structural clarity, accurate measurement, and scalable architecture. Brand and non-brand campaigns were separated and managed with distinct strategies. Bidding and budget allocation were restructured around granular performance data rather than broad averages.
Ad copy was refreshed and A/B tested to identify the messaging that resonated most with Big Blanket Co's audience. Performance Max and Google Shopping campaigns were launched to extend reach across Google's network. Critically, conversion tracking discrepancies were identified and fixed - giving the team a reliable foundation for ongoing optimization decisions. Throughout the engagement, Craig maintained clear communication with the Big Blanket Co team, ensuring every change was understood and every recommendation was actionable.
Figo Pet Insurance is growing. Fast. Customers are increasing steadily, along with insurance orders and service-related engagements.
How Unprecedented Visibility is Driving Better Business Outcomes
With that charter in mind, Fausel had two choices: "I could either go the traditional method and hire a team of quality assurance specialists to evaluate interactions and get insights," said Fausel. "Or I could go the technology route and as a technology-first company, we were ready to put our money where our mouth is."
Improving Efficiency with Targeted Coaching
With that charter in mind, Fausel had two choices: "I could either go the traditional method and hire a team of quality assurance specialists to evaluate interactions and get insights," said Fausel. "Or I could go the technology route and as a technology-first company, we were ready to put our money where our mouth is."
Solution
Evaluating 100% of contact center interactions is an impressive achievement, but what really matters is how the insights from that visibility are leading to better business decisions, operations, and outcomes at Figo.
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Results
The partnership between Big Blanket Co and Grayvault Consulting evolved into a long-term collaboration. Craig's strategic thinking, transparent communication, and hands-on approach became a consistent part of how Big Blanket Co approaches paid search - not just a one-time fix, but a system designed to grow with the business.
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Grayvault Consulting Inc.
Systems-First Paid Media for Complex Organizations
Serving healthcare and enterprise organizations across North America.
Based in Victoria, BC.
Founded by Craig Graham
Enterprise Paid Media Strategist
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