Previous campaign was not given them the ROI that they were looking for and the campaign management took time away from growing the business. They not only wanted to target customers on a national level to buy directly online, but wanted to also attract local customers to see their selection in person.
Perform a full PPC audit to identify and implement performance improvements. Create separate campaigns to attract the local customer into the store and to attract the national customer to purchase online. Use remarketing to bring customers back to the website for a lower cost per click.