I was so surprised by the number of sales that came from Google Ads. I looked at the data after six, seven, eight months–it was really incredible!
Founder & Owner
Leo Lukidi owned a kitchenware store in 2016, when he hosted a tea sampling so popular that it convinced him to switch gears. Knowing little about tea, he planned to model Tea and Whisk on popular mall tea chains, where fruit-forward teas take center stage. “People treat me like I’m a tea master, like I’ve been drinking tea since I was a little kid, and it wasn’t like that at all,” Leo admits. “But I soon discovered premium teas and the history of the tea ceremony, and I really fell in love.” Today, Tea and Whisk focuses on introducing customers to the real deal. “As soon as people try premium teas, they’ll never go back,” he says. Tea and Whisk began as a cafe, but COVID-19 led Leo to pivot to sales and one-on-one sessions, where he can educate customers on brewing and enjoying tea as it was done 2,000 years ago. “I’m growing a tea culture that has been missing from the industry,” he says. That meant fewer customers, but each interaction had more value.
Leo’s Google Business Profile helps customers find the store: Three to five people a day use it to contact him. In 2020, he began using Google Ads to find more future tea lovers for both in-store classes and website sales. “I use Google Analytics to look at the sales that come from Google Ads, and it always beats the organic sales,” Leo says. Google Analytics also helps Tea and Whisk understand its international clientele in places like Ireland, where Leo has a small but growing contingent of fans. Website sales have increased more than 1500 percent since 2019, and now account for 60 percent of the company’s business. Next up for Tea and Whisk is a possible membership plan that incorporates workshops, special seasonal offerings, and even a tea farm tour. “I want to show my customers how the leaves are cleaned, how they’re roasted–because they have become so passionate about tea,” Leo says. “It’s our life now.”