3.2x ROAS Improvement for E-commerce Brand

The Challenge

A mid-sized e-commerce brand came to us with a Google Ads account that was “working but not scaling.” Monthly spend was around €25,000 but ROAS had plateaued at 2.1x despite multiple attempts to optimize.

After our initial audit, we identified three core problems:

1. Account structure chaos – Campaigns had grown organically without strategy, resulting in competing keywords and cannibalized budget
2. Broken conversion tracking – Enhanced conversions weren’t implemented, leading to 30-40% data loss post-iOS 14
3. No negative keyword management – Search terms reports showed significant spend on irrelevant queries

Our Approach

Phase 1: Tracking Foundation (Week 1-2)

Before touching the ads, we fixed the data:

• Implemented enhanced conversions for Google Ads
• Set up server-side conversion tracking via GTM
• Fixed GA4 e-commerce event configuration
• Validated all data with real purchases

Phase 2: Account Restructure (Week 3-4)

We rebuilt the account from scratch:

• Created a clear campaign hierarchy by product category
• Implemented single keyword ad groups for top performers
• Built comprehensive negative keyword lists
• Set up proper Performance Max asset groups

Phase 3: Optimization (Week 5-12)

With clean structure and accurate data:

• Ran systematic bid strategy tests
• Optimized shopping feed attributes
• A/B tested ad copy across campaigns
• Implemented audience layering

Results

After 90 days:

• ROAS improved from 2.1x to 6.7x (3.2x improvement)
• Wasted spend reduced by 42% through better targeting
• Conversion tracking accuracy reached 98% with server-side setup

The client was able to scale spend by 60% while maintaining the improved ROAS.

Key Takeaways

1. Fix tracking first – You can’t optimize what you can’t measure
2. Structure matters – Clean account architecture enables algorithmic learning
3. Negative keywords compound – Regular search term mining prevents budget waste

---

Want similar results? Book a free audit and we’ll show you what’s possible with your account.