Coffee roasters marketing agency

Coffee shoppers on Google are specific. They type the origin, the process and the roast level, and they expect the Shopping tile to show a bag size and a price they can compare. We structure your Shopping campaigns so each origin and format is its own product group, with search terms mapped to the bags that actually match them.

Brand searches for your roastery are treated separately from generic searches like single origin coffee beans or fresh roasted espresso. The brand terms get a small always-on budget so a competitor cannot sit above your own name. The generic terms get the bulk of the spend, filtered by the bag sizes and roast levels that convert for first-time buyers.

Seasonality is built in. Holiday gifting brings searches for coffee gift sets and subscriptions from people who do not drink your coffee themselves, so those campaigns point to gift pages with a message field and a delivery-date promise rather than to a single bag.

Coffee sells on process and place. Short video of the roaster at the drum, a cupping table, or a bag being sealed on roast day does more than any lifestyle shot. We build creative around those moments and test hooks that lead with something concrete: the roast date, the farm, the brew method the coffee was chosen for.

On Meta the audiences that work for roasters are usually people who already buy specialty coffee gear, people who have visited your site and looked at a bag without buying, and lookalikes built from subscribers rather than one-time buyers. That last distinction matters because subscribers share a habit, not just a purchase.

TikTok works for roasters with a founder or head roaster willing to appear on camera. Brew tutorials, dialling in an espresso, and side-by-side tastings drive traffic that converts on a sampler pack rather than a single bag, so we point that traffic at a page built for tasting several origins.

Merchant Center treats coffee as a food product. Each variant needs an accurate net weight, and a title that tells the shopper what is in the bag: origin, process, roast level and size, in that order, before your brand name. A title that only reads as your blend name gives Google nothing to match against a shopper's search.

Grind is a variant that trips feeds up. Whole bean and each grind setting should share an item group so Google understands they are the same coffee, and each variant should carry its own image or the whole group risks disapproval for mismatched data. Unit pricing helps in markets that require it, and it helps shoppers comparing a 250 gram bag against a 1 kilogram one.

Subscriptions cannot be sold through Shopping directly, so the feed carries the one-time bag and the product page offers the subscription toggle. We also keep availability accurate around roast days so a bag that ships next Tuesday is not advertised as in stock today.

Coffee shoppers ask AI assistants and search engines the same things: how long after roasting is coffee best, what grind for a French press, which origin tastes chocolatey rather than fruity, and how much caffeine is in a cup. A roaster's collection and product pages should answer those questions in plain text so they are quoted rather than skipped.

We rebuild collection pages around how people shop, by roast level, by brew method and by flavour family, rather than a single wall of bags. Each product page carries the roast date policy, the ship-within window, the recommended brew ratios and the tasting notes in prose rather than an icon strip.

Brew guides earn links and assistant citations when they are tied to specific products. A guide to dialling in espresso that names the bag you roast for espresso brings a shopper from the answer to the cart in one click.

Email and SMS are where roasters win the second order. The first flow starts on delivery, not on purchase: a brew guide for the bag that arrived, a note on how the flavour changes over the first two weeks off roast, and a request for a tasting note.

The replenishment flow uses bag size and grind to estimate when the customer is running low and sends a reorder prompt a few days before that. For a 340 gram bag that is often around day ten to twelve. The message offers the same origin again and one adjacent origin, plus the subscription option with the interval the customer's buying already implies.

Subscribers get their own flows: a heads-up before each charge with the option to swap origin or skip, a new-release note when a seasonal lot lands, and a save flow if they pause. Gifting-season emails go to past gift buyers, who are a different audience from your daily drinkers.