The Portfolio
We manage Google Ads, Meta Ads, and Microsoft Ads for six online spirits retailers across the United States. These clients range from boutique bourbon specialists to high-volume multi-category liquor stores, each with unique product catalogs spanning thousands of SKUs.
Due to the competitive and regulated nature of the alcohol e-commerce industry, we present these results as an aggregate portfolio rather than individual case studies.
The Challenge
Online spirits retail is one of the most competitive e-commerce verticals in paid advertising:
- Regulatory complexity — alcohol advertising faces strict platform policies on Google, Meta, and Microsoft. Ad disapprovals and policy violations are constant battles that require hands-on management.
- Massive product catalogs — each store carries 2,000-10,000+ SKUs across bourbon, whiskey, tequila, vodka, wine, and specialty spirits. Shopping and Performance Max campaigns must handle this scale efficiently.
- Intense competition — major retailers like Drizly, ReserveBar, and Total Wine dominate the space with significantly larger budgets.
- Seasonal demand spikes — holiday seasons, product launches (e.g., Pappy Van Winkle releases), and cultural events drive massive demand fluctuations requiring agile bid management.
- Shipping restrictions — not all states allow alcohol shipping, requiring precise geo-targeting and inventory-aware campaigns.
Our Approach
Multi-Platform Architecture
Each account runs a carefully architected campaign structure:
- Brand Search — capturing high-intent branded searches with maximum efficiency
- Product-Specific Shopping — segmented by brand, price tier, and product performance
- Performance Max — with audience signals targeting spirits enthusiasts, gift buyers, and high-household-income demographics
- Category Search — targeting "buy bourbon online," "rare whiskey delivery," and similar commercial intent queries
- Meta Ads — prospecting campaigns targeting spirits enthusiasts with product catalog ads and lifestyle creative
- Microsoft Ads — often overlooked by competitors, providing lower CPCs with strong purchase intent from an older, higher-income demographic
Daily Optimization via Ad Campaign Concierge™
Every account receives daily attention through our proprietary system:
- Search term analysis and negative keyword management to prevent waste on irrelevant queries
- Bid adjustments based on time-of-day, device, and audience performance
- Product-level ROAS monitoring in Shopping campaigns — scaling winners, pausing underperformers
- Creative testing across Meta Ads to combat ad fatigue in a visual product category
The Results
Across all six accounts combined:
- $51.4 million in tracked e-commerce revenue
- $7.3 million in total ad spend managed
- 7.0x aggregate ROAS — every $1 spent generates $7 in revenue
- 143,155 total purchase conversions
- 60+ campaigns running simultaneously across three platforms
- Highest individual account ROAS: 10.6x (spirits specialty retailer)
What Sets These Results Apart
The 7.0x aggregate ROAS is remarkable in the spirits e-commerce space, where industry averages typically range from 2-4x. Our approach of treating each account individually — rather than applying a one-size-fits-all strategy — means each retailer's unique product mix, brand positioning, and competitive advantages are leveraged fully.
What the Client Says
"We've worked with three agencies before finding Live PPC Ads, and the difference is staggering. They understand the spirits industry — the regulations, the seasonality, the product complexity. Our ROAS has consistently stayed above 6x, even during competitive holiday seasons. The daily optimization is what makes the difference."
— Owner, Online Spirits Retailer (Anonymized)
About This Campaign
This portfolio of six spirits retail accounts is managed by Live PPC Ads using our Ad Campaign Concierge™ optimization system. Each account receives dedicated daily management across Google Ads, Meta Ads, and Microsoft Ads.
Industry: E-Commerce — Wine & Spirits Platforms: Google Ads, Meta Ads, Microsoft Ads Portfolio Duration: 2021 — Present (ongoing)