Bulk Coffee is a wholesale coffee brand that sells without a minimum order quantity. Gravytrain partnered with Bulk Coffee for Shopify and Google Ads management as it launched into the market. Starting from scratch, it needed to build awareness and drive sales at the same time, on a modest budget, in one of the most crowded categories in ecommerce.
Bulk Coffee's range spans specialty hand-roasted coffee, barista equipment and disposables, serving both hospitality professionals and home coffee lovers. Behind the brand is an independent, family-run roaster with more than 25 years in the trade. Online, however, Bulk Coffee was entirely new, with no search history, no existing customer base and no brand recognition to lean on. It was also launching into a market with no shortage of competition. Established roasters, large wholesale suppliers and online coffee retailers all compete for the same searches and audiences, and many are willing to bid heavily to win them, pushing up the cost of every click. Trying to match that spend on a modest budget would have been a fast way to burn through it.
Bulk Coffee's real advantage was its offer: wholesale pricing with no minimum order, a proposition that appeals to trade and home buyers alike. Rather than competing head-on for every search, the strategy needed to put that offer in front of the people most likely to value it, and to scale only what had proven it could pay its way.
Because Gravytrain manages both Bulk Coffee's Shopify store and its Google Ads, the account was built with the whole customer journey in view from day one, from the search that brings someone to the site through to checkout. Ad spend and the shopping experience could be improved together, rather than one working against the other.
The starting point was careful keyword and audience planning. Instead of chasing the broadest, most contested terms, we focused on high-intent searches where the no-minimum wholesale offer would stand out. This kept costs below the market average from the outset and gave the account a solid, profitable base to grow from
With that base in place, we expanded the account in a controlled way:
Since launching in December 2025, the account has reached a ROAS of 11.36, a strong sign that the traffic reaching the site is relevant and ready to buy. Month on month we have seen increases of 45% in revenue, 25% in conversions, 30% in ROAS and 20% in average order value.
Click-through rates have improved steadily while cost per acquisition has fallen, showing that the account is reaching the right audience and turning that interest into sales without overspending.
Bulk Coffee wanted consistent growth and a strong return, not growth at any cost. In less than a year, it has gone from a brand-new name to a sustainable online business, despite launching into a saturated market against competitors with deeper pockets.
It's a pattern we see in crowded categories: new brands rarely win by outspending established competitors. They win by knowing exactly who their offer is for, reaching those people efficiently and expanding only as fast as the results allow. That's the principle we apply to every account we run.
Get in touch with Gravytrain to find out what a full-funnel Google Ads strategy could do for your brand.
