Scaling E-commerce Revenue Through Google Ads Optimisation
Reworked an inefficient Google Ads account to improve return on ad spend, allocate budget more effectively, and drive profitable online sales.
The Project at a Glance
Reworked an inefficient Google Ads account to improve return on ad spend, allocate budget more effectively, and drive profitable online sales.
- Industry
- E-commerce / Home & Lifestyle
- Service
- Google Ads ROAS Improvement
- Primary result
- ROAS: 2.1x to 4.8x
E-commerce / Home & Lifestyle
Business objectives for this project:
- Improve return on ad spend (ROAS).
- Allocate existing budget to the campaigns and search terms that earn it.
- Get reliable purchase tracking and visibility into profitability.
- Fix product feed issues affecting Shopping and Performance Max.
- Make campaign decisions data-driven and focused on revenue.
Measurement period. Both periods are equal in length, so monthly averages compare like for like. Monthly figures are monthly averages for each period. Percentage changes compare the after period with the before period; changes in rates also show percentage points where they apply.
What Was Holding Results Back
High advertising costs without sufficient conversion value.
Budget allocated to low-performing campaigns and search terms.
Inconsistent conversion tracking and limited visibility into campaign profitability.
Product feed issues affecting Shopping and Performance Max campaigns.
The Numbers, Side by Side
Each figure below compares the before period with the after period. Percentage changes and percentage-point changes are labeled separately.
ROAS
Monthly ad spend
Monthly averageMonthly conversion value
Monthly averageCost per purchase
Each pair of bars is scaled to the larger of its two values, so bar lengths compare before with after within one metric. Different metrics use different units and are not compared with each other.
How We Did It
The work performed, in the order it was done.
Account audit
Audited campaign structure, search terms, keywords, and bidding strategies.
Campaign optimisation
Optimised Search, Shopping, and Performance Max campaigns.
Feed quality
Improved product titles, attributes, and feed quality in Google Merchant Center.
Negatives and allocation
Refined negative keywords and budget allocation.
Tracking audit
Audited purchase tracking through Google Ads, GA4, and Google Tag Manager.
Scale on value
Scaled campaigns based on conversion value and ROAS performance.
What It Meant for the Business
ROAS increased from 2.1x to 4.8x.
Conversion value grew while advertising spend increased moderately.
Cost per purchase decreased.
Campaign decisions became more data-driven and focused on revenue.
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All KPIs in One Place
Calculated from the before and after values for the measurement period shown above.
| Metric | Before | After | Change | Type of change |
|---|---|---|---|---|
| ROAS | 2.1x | 4.8x | +129% | Relative percentage |
| Monthly ad spend (monthly average) | $8K | $10K | +25% | Relative percentage |
| Monthly conversion value (monthly average) | $16.8K | $48K | +186% | Relative percentage |
| Cost per purchase | $42 | $29 | -31% | Relative percentage |
- ROAS moved from 2.1x to 4.8x, a 129% increase.
- Monthly ad spend moved from $8K to $10K, a 25% increase.
- Monthly conversion value moved from $16.8K to $48K, a 186% increase.
- Cost per purchase moved from $42 to $29, a 31% reduction.
Get more revenue from every dollar spent on Google Ads.
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