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Consumer packaged goods · Google Ads & Microsoft Ads

Reynolds & Hefty

Search advertising across two of America's best-known household brands, from aluminum foil and parchment paper to trash bags and party cups.

Client
Reynolds Consumer Products
Brands
Reynolds, Hefty
Platforms
Google Ads, Microsoft Ads (Bing)
Role & timeframe
Completed in an agency setting · Sept 2025 – July 2026
Performance data for this engagement is confidential at the client's request. This case study focuses on scope, approach and key wins.
ReynoldsReynolds HeftyHefty
Scope

Brands & products

I managed paid search across the full Reynolds and Hefty product portfolios on Google Ads and Microsoft Ads. The most popular product lines included:

ReynoldsReynolds
  • Wrap (aluminum foil)
  • Parchment paper
  • Disposable bakeware
  • Cooking bags
  • Air fryer cups
  • Kitchen paper
HeftyHefty
  • Trash bags
  • Party cups
  • Tableware
  • Slider bags
  • Press-to-close bags
Approach

How I worked

Working as part of the agency team, I managed search campaigns across both brands and both platforms, keeping each product line's keywords, ad copy and budgets focused on the shoppers most likely to buy.

Campaigns were first organized by keyword match type, giving a clean view of how each type of search performed. From there, audiences and keyword profiles were refined product by product.

Ongoing optimization targeted ad relevance and cost efficiency: refining keywords and search terms, testing creative and ad copy, and shifting budget toward what performed best.

Insight

Creative that connects

Creative testing surfaced a clear pattern: ads with human elements, especially family-style creative, earned more clicks and higher click-through rates than product-only creative. That insight shaped creative recommendations across both brands.

Spotlight

Launching a new product

One of the biggest wins was the introduction of countertop prep paper, a brand-new Reynolds product. A new product has to find its audience, so I identified different groups of shoppers who could use it and tailored the keywords and messaging to each one.

Results

Key wins

Higher click-through ratesSharper keyword targeting and people-focused creative drove stronger engagement across product lines.
Lower cost per clickA match-type structure and refined keyword profiles reduced spend on low-intent searches.
Greater ad efficiencyBudget consistently moved toward the products, audiences and keywords that performed best.
New product launchAudience-specific messaging introduced countertop prep paper to new shoppers.

Specific figures can't be disclosed due to client confidentiality.

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