Generated more than $300,000 in attributed revenue through Google Ads.
Generated more than $9 in attributed revenue for every $1 spent on advertising.
Improved the reported ROAS from below 1X to more than 9X.
Project Details About Our Client:
Performance at a Glance: Before vs. After
| Performance Metric | Before We Took Over | After Our Campaign Optimization |
|---|---|---|
| Return on Ad Spend (ROAS) | Below 1X | 9X+ |
| Revenue Generated | Below advertising spend | $300K+ |
| Campaign Performance | Results below expectations | Stronger advertising returns |
| Campaign Approach | Existing campaigns underperforming | Structured Shopping, Search, Retargeting, and YouTube campaigns |
Project Overview
The client operates an online store selling baby care products in the United States. The business wanted to increase online sales, but its existing Google Ads campaigns were generating a ROAS of less than 1X. The advertising spend wasn't bringing in enough revenue to justify the investment.
The goal was to improve campaign performance, reach shoppers with stronger purchase intent, and generate more revenue from the available ad budget.
Challenges
- The previous agency's campaigns were generating a ROAS of less than 1X, meaning attributed revenue was lower than ad spend.
- Campaign performance was below expectations, making it difficult to get a worthwhile return from paid advertising.
- The account needed a better campaign structure to promote different product categories and reach relevant shoppers.
- The business needed to reconnect with visitors who browsed products but left without purchasing.
- The campaign needed to balance product-focused advertising with brand awareness to reach shoppers at different stages of the buying journey.
Goals & Objectives
- Improve Google Ads performance and move the account from a ROAS below 1X to a profitable return.
- Increase online sales of baby care products in the US market.
- Allocate ad spend more effectively across product categories and campaign types.
- Reach high-intent shoppers through Google Shopping and Search campaigns.
- Re-engage previous website visitors through retargeting and expand brand awareness with YouTube ads.
Strategy We Used
Google Shopping Campaigns
We structured Google Shopping campaigns around the store's product categories to help shoppers discover relevant products. We also worked on product categorization and listing optimization to improve how products appeared in shopping results.
Search Campaigns
We created Search campaigns targeting relevant keywords across the store's main product categories. Keyword research and focused ad groups helped align ads with what potential customers were searching for, giving the campaigns a clearer path to reaching high-intent shoppers.
Retargeting Campaigns
Shoppers don't always buy on their first visit. We introduced retargeting campaigns to bring previous website visitors back to the store. Dynamic ads displayed relevant products based on browsing behavior, giving interested shoppers another chance to complete their purchases.
YouTube Campaigns
We added YouTube campaigns to expand brand awareness and reach relevant audiences in the US. Video ads introduced the brand and its products to potential customers, adding another touchpoint alongside the campaigns focused on direct sales.
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Key Takeaways!
A poorly performing Google Ads account doesn't always need a bigger budget. It needs a campaign structure that supports the business's sales goals. In this case, the focus was on product visibility, relevant search traffic, retargeting, and brand awareness. The result was more than $300K in attributed revenue at a ROAS of 9X+, demonstrating the improvement achieved through the campaign.