Table of Contents
Introduction
Breaking through in a competitive market is tough—especially when a dominant competitor has strong consumer loyalty. Lorissa’s Kitchen (LK) found itself in this exact situation after a fresh rebrand. Despite offering high-quality, protein-packed snacks, LK struggled to gain visibility against an established competitor, Chomps.
Through a strategic Google Ads campaign, LK not only increased its brand awareness but also surpassed Chomps in shopping impression share—going from 21.31% to 38.43%, while Chomps dropped from 35.38% to 18.15%.
In this case study, we’ll break down the steps we took to drive a notable shift in market visibility.
The Challenge: Gaining Visibility in a Saturated Market
Lorissa’s Kitchen faced an uphill battle. The brand had just undergone a rebrand, positioning itself as a premium, health-conscious snack option. However, despite this fresh look, LK struggled to make an impact in a crowded space where Chomps dominated.
At the start of our campaign:
- LK’s shopping impression share was just 21.31%, significantly trailing behind Chomps at 35.38%.
- Consumers searching for high-protein, allergen-friendly snacks were still more likely to see Chomps' products over LK’s.
- Despite having a competitive product, LK needed a strategy to boost visibility and win more of the market’s attention.
The challenge was clear: How could we increase LK’s brand presence and market share in a way that would directly compete with Chomps?
Step 1: Leveraging Competitor Keywords to Capture Demand
To gain an edge, we launched a Google Ads search campaign targeting Chomps-related keywords. By bidding on terms that consumers were already searching for in relation to Chomps, we put LK’s products in front of a highly relevant audience.
Why this worked:
- Consumers searching for Chomps were likely already interested in high-protein, clean-label snacks—making them a prime audience for LK.
- We immediately increased visibility among an audience already in the market for this type of product.
- It allowed LK to directly challenge Chomps' dominance in search results.
Step 2: Optimizing Search Terms & Filtering Out Irrelevant Traffic
To maximize efficiency, we continuously optimized search terms by adding negative keywords to filter out irrelevant traffic.
This helped:
- Ensure ad spend was focused on high-intent users by removing low-converting or unrelated searches.
- Improve ad relevance and Quality Score, lowering cost-per-click (CPC) and improving efficiency.
- Drive more qualified users to LK’s product pages—leading to better engagement and conversions.
Through ongoing refinements, we were able to focus LK’s budget on the searches that mattered most.
Step 3: Aligning Messaging with LK’s Unique Value Proposition
We refined the ad copy and keyword strategy to ensure it resonated with LK’s target audience. Instead of just competing on price, we leaned into LK’s strong brand differentiators:
✅ Certified free from top 9 allergens
✅ Free-range chicken
✅ No added nitrites and nitrates
This helped position LK as a strong alternative to Chomps, giving consumers a compelling reason to try the brand.
Step 4: Monitoring & Scaling the Campaign for Maximum Impact
With initial traction building, we closely monitored performance, making frequent adjustments to targeting, messaging, and budget allocation.
Key optimizations included:
- Adjusting bid strategies to capture more impression share as performance improved.
- Doubling down on high-converting search terms while pausing underperforming ones.
- Scaling budget gradually as efficiency improved to maintain momentum.
These refinements helped LK surpass Chomps in impression share in just one month.
The Results: A Strong Shift in Market Visibility
The results of this campaign represented a turning point for LK.
📈 LK’s shopping impression share increased from 21.31% to 38.43%.
📉 Chomps' share dropped from 35.38% to 18.15%.
Before the Campaign:
After the Campaign:
This shift marked a breakthrough in a highly competitive market, proving that a well-executed paid search strategy can directly impact brand visibility and market share.
Conclusion: Winning in a Competitive Market with Smart Strategy
Lorissa’s Kitchen’s success shows the power of a targeted, strategic paid search approach.
By leveraging competitor keywords, refining ad messaging, and continuously optimizing campaign performance, we helped LK gain ground on a major competitor in just one month.
Want to learn how we can do the same for your brand? Let’s chat. Book an intro with Uproer today!
