MagnusGoogle Ads for a full-range musical instrument store
Magnus has sold instruments and audio equipment online and in physical stores since 1990. Since 2022, we have run Google Ads so everyday accessories and professional equipment are advertised according to very different buying patterns.
Brand context and starting point
Magnus sells guitars, keyboards, drums, wind and string instruments, DJ and studio gear, stage lighting and PA systems. The business has traded since 1990 and combines an online store with physical retail. Customers often know the brand and model they want, although the value of one order can be many times that of another.
Engagement priorities
- Make an exact brand and model easy to find within the broad range.
- Keep advertising profitable against strong price competition, including marketplaces.
- Treat a quick accessory purchase differently from an instrument considered for several weeks.
- Check competitor prices and real margin before increasing bids.
The business challenge
A set of strings may be bought in minutes. A professional instrument can be compared for weeks. Both appear in the same store but carry different margins and very different acquisition costs. Popular models can also be price-checked on marketplaces within seconds. The campaigns therefore need to reflect the differences between parts of the range instead of treating the entire catalogue alike.
How we set up the work so results repeat.
Shopping and Performance Max rely on product names, prices and availability. We make sure someone searching for an exact brand and model reaches the right item rather than a general category.
Strings, cables and stands are bought more often and more quickly than professional instruments. Separating these groups allows the budget and profitability of each to be judged properly.
We compare the Magnus offer with other retailers and give more support to products with a competitive price and sufficient margin. Not every model should receive the same spend.
Interest rises before Christmas and when students return to music schools. Budgets are prepared for those moments rather than spread evenly through the year.
From strategy to ad accounts and creative.
Structure with clear roles
Each campaign type had a clear role in the funnel and its own way of being judged.
Products across the range
Narrowest intent
Repeat purchases
High-value consideration
Messaging angles
This wasn't about polishing single lines. Each angle had to spark the right image of the brand, reinforce positioning, or help the buyer move to a decision.
The exact model, not the category
Product ads show the relevant model, price and availability.
Visible for exact brand and model searches
Exact searches are handled separately from broader category queries.
The small purchase that comes back
Accessories use a different budget and performance view from high-value instruments.
Outcomes that mattered to the business.
Sales figures and budgets are not public. The client does, however, report satisfaction with the campaign results, deadlines and the team’s commitment. Within the account, each important part of the range has its own budget and performance view, so low-cost accessories do not obscure professional equipment.
- The client reports being pleased with the results of the campaigns.
- Customers can reach the brand and model they searched for directly from an ad.
- Accessories and high-value instruments use separate budgets and performance criteria.
- Competitor and product-positioning analysis informs where bids should be increased.
We are pleased with the results of the campaign.”
“We are pleased with the results of the campaign.”
Magnus has traded in this category since 1990 and knows its customers well. Our job was to turn that experience into campaigns: make exact models easy to find, treat a quick accessory purchase differently from a professional instrument and avoid overspending where the offer cannot compete on price.”
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