Google Ads plan

Prepared by Wyze Digital · 6 November 2026 · account 210-016-7619

Christmas 2026, then every day after

One Performance Max campaign for the candles and diffusers and a small brand campaign, both running all year. For Christmas we change what they say and show, and spend hard enough to unlock Google's £1,500 credit before the last order date for Christmas delivery. After that the same structure settles to £650 a month, and the credit pays for it into March.

Spend by 15 Dec£1,257unlocks £1,500 (needs £1,200)
November and December£1,353two months at £650 is £1,300, front-loaded
Google credit£1,500about 2.3 months of media at £650
Launch13 NovFriday, 27 products, 4 asset groups

The credit

The promotion was chosen on the onboarding call on 2 November, when Stephen created the account. It is in the account now under Billing, Promotions:

OfferSpend £1,200, get £1,500 credit
Redeemed2 November 2026
Spend needed by1 January 2027 (60 days)
StatusRedeemed, working towards the spend (£0 so far)
Once earnedUse the credit within 60 days

Google's deadline is 1 January, but we plan to pass £1,200 by 15 December. After the last order date for Christmas delivery the same money buys far fewer sales, so spending it in the last fortnight of December to hit the threshold would waste it. VAT does not count towards the spend. Google applies the credit within about 35 days of the threshold, so it should land by about 19 January and be usable until about 19 March.

Pace to £1,200 by 15 December

  • 20 Nov£272
  • 27 Nov£510
  • 4 Dec£784
  • 11 Dec£1,085
  • 15 Dec£1,257

The orange line is the £1,200 threshold. The plan spends £57 over it by 15 December, about a day and a half of buffer in case Performance Max underspends while it learns on a new account. The weekly checkpoints catch anything bigger.

Why 15 December

Orders are packed in Ballycastle within 3 working days, and Royal Mail's last recommended 2nd Class posting date is Friday 18 December. An order on Tuesday 15 December is the last one we can safely promise for Christmas. If Stephen can pack faster in December, this moves to the 17th. Stephen to confirm.

13 Nov to 15 Dec

Christmas push

Spend past Google's £1,200 threshold before the last order date for Christmas delivery, with Christmas images, video and headlines in every asset group. Black Friday and Cyber Monday fall in the first fortnight.

Phase spend£1,257
DatesDaysPerformance MaxBrandPer dayTotalRunning total
13 Nov to 30 Nov18£33£1£34£612£612
1 Dec to 15 Dec15£42£1£43£645£1,257

What to set up

  • Launch Friday 13 November with all four asset groups live. Black Friday (27 Nov) and Cyber Monday (30 Nov) fall inside the first fortnight, which helps Performance Max learn quickly.
  • Bidding: Maximise conversion value with no target while the account has no sales history.
  • Every asset group carries the 15 December order-by line in one headline and one description.
  • Checkpoints on 20 Nov, 27 Nov, 4 Dec and 11 Dec against the pace line. If spend is behind, raise the Performance Max budget by the shortfall spread over the days left. If it runs ahead, leave it: the extra stays inside November and December's £1,300.
  • Christmas stock is thin: Winter Nights 7, Gingerbread 6, Home for the Holidays 10 at 6 November. Stephen to pour more or tell us a ceiling, and we pause the Christmas group the day stock runs out.
Performance Max

TWP | PMax | Candles & Diffusers

£33 a day then £42 a day

One Performance Max campaign for the whole range. With 27 products and about £35 a day, splitting into several campaigns would leave each one too little money to learn from. The asset groups inside share the budget, and Google moves it towards whichever group sells.

Video: Christmas film, 15 seconds
16:9, YouTube in-stream
9:16, YouTube Shorts
Video: Candles for him, 12 seconds
16:9, YouTube in-stream
9:16, YouTube Shorts

Christmas Candles

Winter Nights (cinnamon, clove and orange), Home for the Holidays (citrus, cinnamon and vanilla) and Gingerbread (caramel, vanilla and warming spice). £25 each, 250ml, about 40 hours.

Products
3 products
Listing filter
custom_label_0 = christmas
Final URL
thewoodpileprovisions.com/collections/christmas
Search themes (UK searches in December 2025, Google Keyword Planner)
christmas candles 49,500christmas scented candles 5,400christmas smelling candles 5,400gingerbread candle 5,400cinnamon candle 2,900winter candles 1,900christmas candle gift
Headlines
  • Christmas Candles, Hand Poured30/30
  • Gingerbread Soy Wax Candle26/30
  • Winter Nights Candle Tin24/30
  • Cinnamon, Clove & Orange24/30
  • Christmas in a Paint Tin24/30
  • Order by 15 Dec for Christmas29/30
  • Hand Poured in Ballycastle26/30
  • Christmas Candles £2521/30
  • Soy Wax, About 40 Hours23/30
  • Free UK Delivery Over £3025/30
  • 3 Candles for £6517/30
Long headlines
  • Winter Nights, Gingerbread and Home for the Holidays: Christmas candles from Ballycastle88/90
  • Cinnamon, clove and orange in an illustrated tin. Light it before the tree goes up82/90
  • Three Christmas scents, hand poured in soy wax on the North Coast of Northern Ireland85/90
Descriptions
  • Three Christmas scents, hand poured in Ballycastle.51/90
  • Winter Nights, Gingerbread and Home for the Holidays in 250ml soy wax tins, 40 hours each.90/90
  • Order by 15 December for Christmas delivery. Packed by hand on the North Coast.79/90
  • Soy wax in an illustrated tin. Free UK delivery over £30, or 3 candles for £65.79/90
Images
Light it before the tree goes up
Christmas, hand poured in Ballycastle
Gingerbread and hot chocolate weather

Candle Gifts

The fresh, coastal and sweet candles: High Tide, Fresh Meadows, Fresh Linen, Morning Dew, Canadian Mornings, Cabin in the Woods, Supper at the Cabin and Grandma's Greenhouse. £25, 250ml, about 40 hours. Citronella and It's Fall Ya'll are held back as out of season.

Products
8 products (+2 held)
Listing filter
custom_label_0 = candles
Final URL
thewoodpileprovisions.com/collections/candles
Search themes (UK searches in December 2025, Google Keyword Planner)
scented candles 27,100candle gift set 27,100candle gifts 12,100luxury candles 6,600soy candles 6,600tin candles 1,600handmade candles 1,000candle gifts for her 880sea salt candle 720fresh linen candle 720
Headlines
  • Scented Candles in Paint Tins29/30
  • Soy Wax Candle Gifts20/30
  • Hand Poured in Ballycastle26/30
  • High Tide: Sea Salt & Sage26/30
  • Candles From the North Coast28/30
  • Illustrated Candle Tins £2527/30
  • Soy Wax, About 40 Hours23/30
  • A Provision Worth Keeping25/30
  • Order by 15 Dec for Christmas29/30
  • 3 Candles for £6517/30
  • Free UK Delivery Over £3025/30
Long headlines
  • Hand poured soy wax candles in illustrated tins, each scent named after the North Coast87/90
  • High Tide, Morning Dew, Canadian Mornings and more: candle gifts from Ballycastle81/90
  • A candle gift that looks good on the shelf long after it is lit: soy wax, about 40 hours88/90
Descriptions
  • Soy wax candles in illustrated tins, from Ballycastle.54/90
  • Hand poured soy wax candles in 250ml illustrated tins, about 40 hours of burn each.83/90
  • Scents named after places and moments on the North Coast of Northern Ireland.77/90
  • Pick any three candles for £65. Free UK delivery over £30.58/90
Images
Wrapped in brown paper, lit by Boxing Day
A provision worth keeping
Wood sage and sea salt, worth lighting before sundown

Candles for Him

The woody, leathery and smoky scents: Road Trippin' (black fig and vetiver), Journey's End (frankincense and patchouli), Vintage Bookstore (leather and sandalwood), The Trading Post, Right Away, Great Captain!, Nordic Cedar, Sweater Weather and Calm Before the Storm. £25 each.

Products
8 products
Listing filter
custom_label_0 = for-him
Final URL
thewoodpileprovisions.com/collections/woody (or a new gifts-for-him collection)
Search themes (UK searches in December 2025, Google Keyword Planner)
candles for men 6,600masculine candles 6,600stocking fillers for him 6,600stocking fillers for men 110,000fig candle 880cedar candle 260leather scented candle 140
Headlines
  • Candles for Men, Hand Poured28/30
  • Leather & Sandalwood Candle27/30
  • Black Fig & Vetiver Candle26/30
  • A Candle He'll Actually Light29/30
  • Woody Scented Candles £2525/30
  • Vintage Bookstore Candle24/30
  • Gifts for Him Under £3023/30
  • Hand Poured in Ballycastle26/30
  • Order by 15 Dec for Christmas29/30
  • 3 Candles for £6517/30
Long headlines
  • Leather, cedar, black fig and frankincense: candles for men, hand poured in Ballycastle87/90
  • Road Trippin', Journey's End and Vintage Bookstore: woody candles in illustrated tins85/90
  • The candle he will keep on the desk: soy wax in an illustrated tin, about 40 hours82/90
Descriptions
  • Woody, leathery scents in illustrated tins.43/90
  • Leather and sandalwood, black fig and vetiver, frankincense and patchouli. £25 each.84/90
  • Hand poured soy wax in 250ml tins on the North Coast of Northern Ireland.73/90
  • Order by 15 December for Christmas delivery. Packed within 3 working days.74/90
Images
For the desk, the shed and the long drive home
Leather, cedar and a good book
Kick the boots off

Reed Diffusers

Six reed diffusers in 200ml tins, in the same scents as the candles: Calm Before the Storm, Canadian Mornings, Journey's End, Morning Dew, Road Trippin' and Vintage Bookstore. £35.

Products
6 products
Listing filter
custom_label_0 = diffusers
Final URL
thewoodpileprovisions.com/collections/diffusers
Search themes (UK searches in December 2025, Google Keyword Planner)
reed diffuser 33,100room diffuser 5,400home diffusers 4,400diffuser gift set 3,600christmas diffuser 3,600candle and diffuser set 2,400reed diffuser gift set 1,600luxury reed diffuser 880
Headlines
  • Reed Diffusers in Paint Tins28/30
  • Reed Diffusers £3518/30
  • Candle & Diffuser in One Scent30/30
  • Leather & Sandalwood Diffuser29/30
  • From Ballycastle, North Coast29/30
  • 200ml Reed Diffuser Gifts25/30
  • Six Scents, Matching Candles28/30
  • Order by 15 Dec for Christmas29/30
  • Free UK Delivery Over £3025/30
Long headlines
  • Reed diffusers in illustrated tins, in the same scents as our hand poured candles81/90
  • Vintage Bookstore, Canadian Mornings, Morning Dew: reed diffusers from Ballycastle82/90
  • Pair a reed diffuser with its matching candle: one scent for the hall, one for the evening90/90
Descriptions
  • Reed diffusers in illustrated tins, £35.40/90
  • Six reed diffusers in 200ml tins, each matching one of our hand poured candles.79/90
  • Leather and sandalwood, maple and vanilla, lemongrass and ginger, jasmine and cedar.84/90
  • Order by 15 December for Christmas. Free UK delivery over £30.62/90
Images
One for the hall, one for the evening
The same scent, all day long
Six scents, each with a matching candle
Search

TWP | Search | Brand

£1 a day then £1 a day

Searches for the name itself, for pennies. It protects the name, catches people moving from the old Squarespace links, and keeps brand sales out of the Performance Max numbers so that campaign is judged on new customers. Performance Max gets a brand exclusion list.

Keywords: [the woodpile candles], "woodpile candles", [the woodpile provisions], "the woodpile ballycastle", [woodpile reed diffuser]. Negative: firewood, logs, kindling, timber. One responsive search ad and four sitelinks (Candles, Reed Diffusers, Christmas, Our Story). Maximise clicks with a £0.50 cap.

Why this structure

Twenty-seven products and about £35 a day is a small account. Every split we add divides the money and the data Google learns from, so there is one Performance Max campaign and four asset groups, each with its own images, words and search themes, all drawing on the same budget. The groups follow how people search, not how the range is filed:

The groups are split by a feed label (custom_label_0) that we have already written onto every product, so the listing filters stay correct as products are added. Citronella and It's Fall Ya'll carry the label off-season and are left out until their season comes round.

Product titles and descriptions

Written and saved into the Wyze Digital Connection app on 6 November, for all 27 products. The feed sends these to Merchant Center instead of the shop titles. The words people search come first (the scent notes, then "scented candle" or "reed diffuser"), the scent name second, then size and burn time. The brand is left off because Google shows it separately. Only the three Christmas scents carry the word Christmas, so the titles work into the new year and Merchant Center never has to re-review them mid-campaign.

ProductAdvertising title (characters)Feed label
Gingerbread CandleGingerbread Christmas Candle | Caramel, Vanilla & Warming Spice Soy Wax | 250ml Tin (83)
Advertising description

Gingerbread is a sweet Christmas scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of caramel, vanilla and warming spice. Gingerbread cookies and hot chocolate by the fire, with a favourite Christmas film on. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits anyone with a sweet tooth, and the tin is worth keeping once the wax is gone.

christmas
Christmas Candles
Home for the Holidays CandleHome for the Holidays Christmas Candle | Citrus, Cinnamon & Vanilla Soy Wax | 250ml Tin (87)
Advertising description

Home for the Holidays is a Christmas scented candle for frosty mornings and full tables. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of citrus, cinnamon and vanilla. Bright citrus over warm cinnamon and soft vanilla. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits a Christmas host or a stocking, and the tin is worth keeping once the wax is gone.

christmas
Christmas Candles
Winter Nights CandleWinter Nights Christmas Candle | Cinnamon, Clove & Orange Soy Wax | 250ml Tin, 40 Hour Burn (91)
Advertising description

Winter Nights is a Christmas scented candle inspired by stormy nights by the wood stove. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of cinnamon, clove and orange. Warm and spiced, like mulled wine while the lights flicker. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits anyone who loves the cosy end of winter, and the tin is worth keeping once the wax is gone.

christmas
Christmas Candles
Cabin in the Woods CandleCoconut, Walnut & Coffee Scented Candle | Cabin in the Woods Soy Wax | 250ml Tin (80)
Advertising description

Cabin in the Woods is a warm, nutty scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of coconut, walnut, musk and coffee. It smells good enough to eat, which you should not. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits a coffee lover, and the tin is worth keeping once the wax is gone.

candles
Candle Gifts
Canadian Mornings CandleMaple & Vanilla Scented Candle | Canadian Mornings Soy Wax with Sugar | 250ml Tin, 40 Hour Burn (95)
Advertising description

Canadian Mornings is a sweet maple scented candle and a firm favourite. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of maple, sugar and vanilla. Pancakes with far too much maple syrup on a family trip to the Rockies. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits anyone who likes a warm, sweet scent, and the tin is worth keeping once the wax is gone.

candles
Candle Gifts
Fresh Linen CandleFresh Linen Scented Candle | Citrus, Violet & Musk Soy Wax | 250ml Tin, 40 Hour Burn (84)
Advertising description

Fresh Linen is a clean, fresh scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of citrus, violet and musk. Fresh whites drying on the line in the sun with a slow breeze. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits a bedroom or a bathroom, and the tin is worth keeping once the wax is gone.

candles
Candle Gifts
Fresh Meadows CandleFresh Meadows Scented Candle | Lime, Basil & Mandarin Soy Wax | 250ml Tin, 40 Hour Burn (87)
Advertising description

Fresh Meadows is a fresh, herbal scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of lime, basil and mandarin. The morning after a night of rain: bright and green, with enough citrus to cut through a room. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits a kitchen or a home office, and the tin is worth keeping once the wax is gone.

candles
Candle Gifts
Grandma's Greenhouse CandleTomato & Oregano Scented Candle | Grandma's Greenhouse Soy Wax | 250ml Tin (74)
Advertising description

Grandma's Greenhouse is a green, herbal scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of tomato, oregano and soft woods. Summer days picking ripe tomatoes in a greenhouse. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits a gardener, and the tin is worth keeping once the wax is gone.

candles
Candle Gifts
High Tide CandleSea Salt & Wood Sage Scented Candle | High Tide Soy Wax Candle | 250ml Tin, 40 Hour Burn (88)
Advertising description

High Tide is a coastal scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of wood sage and sea salt. Earthy but open, with salt air for a room with the windows cracked and the light going golden. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits anyone who misses the sea, and the tin is worth keeping once the wax is gone.

candles
Candle Gifts
Morning Dew CandleLemongrass & Ginger Scented Candle | Morning Dew Soy Wax with Cedar | 250ml Tin, 40 Hour Burn (93)
Advertising description

Morning Dew is a crisp, fresh scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of lemongrass, ginger and cedar. Spring mornings, wet grass and a deep breath of clean air. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits anyone who likes a fresh, uplifting scent, and the tin is worth keeping once the wax is gone.

candles
Candle Gifts
Supper at the Cabin CandleRhubarb, Brown Sugar & Clove Candle | Supper at the Cabin Soy Wax | 250ml Tin, 40 Hour Burn (91)
Advertising description

Supper at the Cabin is a sweet, spiced scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of rhubarb, brown sugar and clove. A hot rhubarb pie out of the oven on a cold night, with cream or custard. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits anyone who likes a dessert scent, and the tin is worth keeping once the wax is gone.

candles
Candle Gifts
Calm Before the Storm CandleJasmine & Sandalwood Scented Candle | Calm Before the Storm Soy Wax with Cedar | 250ml Tin (90)
Advertising description

Calm Before the Storm is a rich, woody floral scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of jasmine, sandalwood and cedar. The stillness before a storm, when the quiet falls and every smell sharpens. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits a quiet evening in, and the tin is worth keeping once the wax is gone.

for-him
Candles for Him
Journey's End CandleFrankincense & Patchouli Scented Candle | Journey's End Soy Wax with Vetiver | 250ml Tin (88)
Advertising description

Journey's End is a deep, woody scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of frankincense, vetiver and patchouli. Light it at the end of the day and kick the boots off. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits anyone who likes a rich, smoky scent, and the tin is worth keeping once the wax is gone.

for-him
Candles for Him
Nordic Cedar CandlePine & Cedarwood Scented Candle | Nordic Cedar Soy Wax with Fir Balsam | 250ml Tin, 40 Hour Burn (96)
Advertising description

Nordic Cedar is a fresh forest scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of pine needles, cedarwood and fir balsam. A walk through the forest after the rain. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits the walkers and adventurers, and the tin is worth keeping once the wax is gone.

for-him
Candles for Him
Right Away, Great Captain! CandleJuniper & Seaweed Scented Candle | Right Away Great Captain Soy Wax | 250ml Tin (79)
Advertising description

Right Away, Great Captain is a salty, coastal scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of juniper and seaweed. The harbour at low tide, or the moment the wind turns and the weather changes. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits a sailor or anyone who lives by the sea, and the tin is worth keeping once the wax is gone.

for-him
Candles for Him
Road Trippin' CandleBlack Fig & Vetiver Scented Candle | Road Trippin' Soy Wax Candle | 250ml Tin, 40 Hour Burn (91)
Advertising description

Road Trippin' is a dark, earthy scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of black fig and vetiver. The smell of somewhere warm you pass through and want to go back to, on a long drive. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits him, her or anyone with itchy feet, and the tin is worth keeping once the wax is gone.

for-him
Candles for Him
Sweater Weather CandleSweater Weather Scented Candle | Warm Woods & Cashmere Soy Wax | 250ml Tin, 40 Hour Burn (88)
Advertising description

Sweater Weather is a soft, woody scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of warm woods and cashmere. For when the nights get cooler and it is time to slow down and get cosy. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits anyone who lives in jumpers from October, and the tin is worth keeping once the wax is gone.

for-him
Candles for Him
The Trading Post CandleHimalayan Cedar & Jasmine Scented Candle | The Trading Post Soy Wax | 250ml Tin, 40 Hour Burn (93)
Advertising description

The Trading Post is a woody, floral scented candle. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of Himalayan cedar and jasmine. A trading post where goods come in from places you have never been, and the stories are better than the products. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits a traveller, and the tin is worth keeping once the wax is gone.

for-him
Candles for Him
Vintage Bookstore CandleLeather & Sandalwood Scented Candle | Vintage Bookstore Soy Wax with Musk | 250ml Tin (85)
Advertising description

Vintage Bookstore is a leather scented candle, and our most nostalgic. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of leather, musk and sandalwood. Grab a favourite book, put your feet up and get lost in a story. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits a reader, and the tin is worth keeping once the wax is gone.

for-him
Candles for Him
Calm Before the Storm Reed DiffuserJasmine & Sandalwood Reed Diffuser | Calm Before the Storm Scent with Cedar | 200ml Tin (87)
Advertising description

Calm Before the Storm is a rich, calming reed diffuser, with a medium strength scent. A 200ml reed diffuser in an illustrated tin, scented with notes of jasmine, cedar and sandalwood, in the same scent as our hand poured candle. A lovely rich scent with a calming effect. Great for bedrooms or living rooms. Made by The Woodpile in Ballycastle, on the North Coast of Northern Ireland.

diffusers
Reed Diffusers
Canadian Mornings Reed DiffuserMaple & Vanilla Reed Diffuser | Canadian Mornings Scent with Burnt Sugar | 200ml Tin (84)
Advertising description

Canadian Mornings is a sweet maple reed diffuser, with a medium strength scent. A 200ml reed diffuser in an illustrated tin, scented with notes of maple syrup, burnt sugar and vanilla, in the same scent as our hand poured candle. Inspired by cinnamon buns and French vanilla coffee in British Columbia. Great for bathrooms or entrance halls. Made by The Woodpile in Ballycastle, on the North Coast of Northern Ireland.

diffusers
Reed Diffusers
Journey's End Reed DiffuserFrankincense & Patchouli Reed Diffuser | Journey's End Scent with Vetiver | 200ml Tin (85)
Advertising description

Journey's End is a deep, woody reed diffuser. A 200ml reed diffuser in an illustrated tin, scented with notes of frankincense, vetiver and patchouli, in the same scent as our hand poured candle. A scent for the end of the day, when the boots come off. Good in a living room or a bedroom. Made by The Woodpile in Ballycastle, on the North Coast of Northern Ireland.

diffusers
Reed Diffusers
Morning Dew Reed DiffuserLemongrass & Ginger Reed Diffuser | Morning Dew Scent with Cedar | 200ml Tin, Strong Scent (90)
Advertising description

Morning Dew is a fresh, crisp reed diffuser, with a strong scent. A 200ml reed diffuser in an illustrated tin, scented with notes of lemongrass, ginger and cedar, in the same scent as our hand poured candle. Sunny spring mornings with a nip still in the air. Great for main rooms and bathrooms. Made by The Woodpile in Ballycastle, on the North Coast of Northern Ireland.

diffusers
Reed Diffusers
Road Trippin' Reed DiffuserBlack Fig & Vetiver Reed Diffuser | Road Trippin' Scent | 200ml Tin (67)
Advertising description

Road Trippin' is a dark, earthy reed diffuser. A 200ml reed diffuser in an illustrated tin, scented with notes of black fig and vetiver, in the same scent as our hand poured candle. Slightly dark and rootsy, the smell of somewhere warm you want to go back to. Good in a living room or a hallway. Made by The Woodpile in Ballycastle, on the North Coast of Northern Ireland.

diffusers
Reed Diffusers
Vintage Bookstore Reed DiffuserLeather & Sandalwood Reed Diffuser | Vintage Bookstore Scent with Musk | 200ml Tin (82)
Advertising description

Vintage Bookstore is a leather scented reed diffuser, and our most nostalgic scent. A 200ml reed diffuser in an illustrated tin, scented with notes of leather, musk and sandalwood, in the same scent as our hand poured candle. Like the corner of an old bookshop. Good in a study, a hallway or beside the bookshelf. Made by The Woodpile in Ballycastle, on the North Coast of Northern Ireland.

diffusers
Reed Diffusers
Citronella CandleCitronella Candle | Citrus & Grass Soy Wax Candle with Wood Wick | 500ml Tin, 70 Hour Burn (90)
Advertising description

Citronella is a large outdoor scented candle for summer evenings, barbecues and fire pits. A hand poured soy wax candle with a wood wick in a 500ml illustrated tin, scented with notes of citrus and grass. Made for sitting out long into the evening in the garden or on the patio. It burns for around 70 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, and the tin is worth keeping once the wax is gone.

off-season
Held back (out of season)
It's Fall Ya'll CandlePumpkin Spice Scented Candle | It's Fall Ya'll Soy Wax with Caramel | 250ml Tin, 40 Hour Burn (93)
Advertising description

It's Fall Ya'll is a pumpkin spice scented candle for the autumn. A hand poured soy wax candle in an illustrated 250ml tin, scented with notes of pumpkin, spice and caramel. Any excuse for a pumpkin spiced latte. It burns for around 40 hours. Hand poured in Ballycastle, on the North Coast of Northern Ireland, it suits an autumn lover, and the tin is worth keeping once the wax is gone.

off-season
Held back (out of season)

Logo assets

The cream wordmark on woodpile blue, 1:1 and 4:1, as Performance Max asks. The wordmark file on the site is small (477 pixels wide), which is enough for ads but soft at large sizes: Stephen to send the vector original.

The Woodpile logo, 1x1The Woodpile logo, 4x1

Before anything goes live

In order. The first two decide whether Friday 13 November holds.

  1. CriticalThe shop has to be live by Tuesday 10 November. The feed only includes products with a live web address, and while the storefront password is on there are none, so the feed is empty. Domain pointed at Shopify, password off, redirects from the old Squarespace links working.
  2. CriticalMerchant Center: create it under The Woodpile's Google account, verify thewoodpileprovisions.com, add shipping and returns, link it to Google Ads 210-016-7619, and add our connector's feed as the primary feed. Product review can take up to 3 working days. If it is not through by the 13th, Performance Max launches on images, text and video and the products join when approved.
  3. CriticalPurchase tracking: the account only tracks a page view today. The Google tag and a Purchase conversion with enhanced conversions, through Shopify's Google & YouTube app (tag only: it must not send its own product feed). Set the page view conversion to secondary.
  4. Before launchDelivery and offers: free UK delivery over £30 and 3 candles for £65 are in the theme but do not exist in Shopify yet. The lines marked "needs offer live" go in only once they do, and Merchant Center shipping has to match checkout exactly.
  5. Before launchOrder-by date: Stephen to confirm 15 December, and the Christmas delivery wording on the site to match.
  6. Before launchChristmas stock: 23 Christmas candles in stock across three scents. Stephen to say how many more he can pour by mid December.
  7. Before launchVideos uploaded to a The Woodpile YouTube channel as unlisted, so Google uses ours rather than generating its own.
  8. RecommendedA "Gifts for him" collection (a smart collection on a for-him tag) as the landing page for Candles for Him. Until then it lands on Woody.
  9. RecommendedBrand exclusions on Performance Max, auto-apply recommendations left off, and the dud "Campaign #1" from the onboarding call removed.
  10. RecommendedConnect Google Ads to the titles tool (account 210-016-7619), so spend and return show per product.

How we judge it

Performance Max starts on Maximise conversion value with no target, so it can learn quickly on a new account. Once it has about 30 sales we add a target return on ad spend. The targets from our plan: 2.5x in November, 3.1x in December, then 3.3x, 3.5x, 3.8x and 4.0x from January to April. These are targets, not forecasts. Spend, sales and return per product appear in the titles tool once Google Ads is connected to it, and in the Strata portal every month.