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Doubled conversions and ROAS, starting from zero

Built a full Google Ads account from scratch, then cut what underperformed once Performance Max proved itself

2x

Conversions and ROAS

$18.51

Cost Per Conversion

226%

ROAS Achieved

1.84%

Conversion Rate

Perfomance Marketing

About The Company

A Netherlands-based e-commerce brand selling natural stone jewelry, with no prior paid advertising presence. The client needed a Google Ads account built from zero, with a clear focus on keeping advertising costs low while growing traffic, sales, and ad spend recovery.
E-commerce / JewelryNetherlandsB2C

The Challenge

01

Starting from zero

There was no existing Google Ads account, no conversion tracking, and no campaign structure: everything needed to be built before any optimization could happen.

02

Three goals that pull against each other

Keeping costs low, growing traffic and sales, and recouping ad spend all need to move together, easy to optimize for one at the expense of the others.

03

Finding what works

Natural stone jewelry is a crowded e-commerce category. The account needed to find its footing before any single campaign type could be trusted to scale.

The Approach

Perfomance MarketingPaid SearchMarketing Analytics
Phase 01Week 1

Setup

Built the full account structure and tracking foundation from scratch.

  • Conversion tracking in Google Ads and Analytics
  • Branded Search as competitor defense
  • Shopping campaigns across categories and all products
  • Smart Shopping and Performance Max for best sellers
Phase 02Weeks 2-3

Optimization

Used the first weeks of data to refine targeting, cut waste, and double down on what was converting.

  • Improved branded ad quality to reduce lost impression share
  • Cleaned search queries, expanded negative keywords
  • Shifted top products to Smart Shopping for higher conversion value
Phase 03Weeks 4-6

Reallocation

Acted on the data once one campaign type clearly outperformed another.

  • Disabled Smart Shopping once Performance Max beat it on cost per conversion
  • Launched new Performance Max campaign for best sellers in uncovered territories

The Results

2x

Conversions, from 51 to 109, on nearly the same budget.

226%

ROAS, up from 117%, nearly double.

$18.51 

Cost per conversion, down from $33.72 - almost halved.

$4,553.76 

Conversion value, up from $2,019.49 - more than doubled.

Built a Google Ads account from scratch, then shifted budget toward the campaign type that was clearly outperforming the rest. Within three months: sales nearly doubled, cost per customer dropped by almost half, and ROAS nearly doubled; a 17% spend increase delivered more than double the return.

Before vs. After

Same campaign structure, two months apart: what the Performance Max shift did to the numbers
Comparing the same account one period after letting Performance Max take over from Smart Shopping: spend rose only 17%, but conversions and conversion value more than doubled, cost per conversion nearly halved, and ROAS went from 117% to 226%. The Standard Shopping campaigns stayed flat, the gains came entirely from where the budget was reallocated.

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Case Studies

Results that Compound

Performance Marketing for a Danish Jewelry Brand

Perfomance MarketingPaid Search

Audited an underperforming Google Ads account, cut the client's priority channel when the data didn't support it, and scaled taking income nearly 5x growth in six months.

4.65x
Ad Revenue Growth in 6 Months
7.79
ROAS Achieved
53x
Ad Revenue Growth in a Year
$15,120
Income Growth