From a sales standpoint, Google is our No. 1 traffic referrer.”Amy Walsh Stock
In December 2016, Amy Walsh Stock received an artisanal candle that she fell in love with. When it burned to the bottom, she looked for a replacement and was shocked by the cost. “That piqued my interest — what made this candle so much better than a candle I could purchase at the mall?” she wondered. Turns out, it was the way the candle was made and the ingredients it was made with. After some research, Amy realized there was a market for handcrafted candles made naturally, and she began to explore doing it herself. “I actually started my company searching through Google and watching YouTube videos of how people made candles,” said Amy. “I learned about different ingredients, purchased a kit online, and was able to start dabbling in my kitchen.” The next year, Amy and her husband, Travis, launched Charlotte Candle Company, which sells small-batch, eco-friendly candles to consumers across the U.S.
Amy initially struggled with building a professional website and search engine optimization. When she eventually launched her page, she noticed that she wasn’t ranking at the top of Google Search, so she turned to Google Ads to make her website more visible. With Google Ads, Charlotte Candle Company has generated more than 127,000 impressions, resulting in around 2,300 clicks. The platform is responsible for 23% of the company’s revenue and almost 30% of referrals to the site. “From a sales standpoint, Google is our No. 1 traffic referrer,” said Amy. The business uses Google Analytics to track and optimize its search campaigns, as well as G Suite apps like Gmail, Docs, and Calendar to stay organized. “I use Docs to go back and forth with my husband on orders and things that we need to accomplish daily,” Amy said.
Amy is happy to report that Charlotte Candle Company is growing at a rapid rate, and she anticipates adding a part-time employee this year. “We’re bursting at the seams at this point,” she said. “To be able to say that is a good problem to have — we’ve reached our max capacity, and now we have to expand and grow.” Part of that growth involves donating candles to charitable causes and partnering with the organizations, which offer curated products from local vendors. Amy also hopes to open a brick-and- mortar location and expand into other product lines that feature natural ingredients. For now, though, Amy is focused on her online business and continuing to grow with Google. “Google is the expert in helping people grow their business online,” said Amy. “It’s invaluable.”