U.S. eCommerce Retailer — Profitable Growth with Google Ads
An American eCommerce store that scaled revenue by +186% through optimized Google Ads campaigns.
Background & Challenges
A mid-sized U.S.-based eCommerce retailer in the home & lifestyle segment reached out to us after struggling to scale their advertising profitably. The store carried thousands of SKUs — from kitchen appliances and cookware to home décor and outdoor furniture.
Despite investing heavily into Google Ads, results were stagnating:
ROAS barely reached 1.2x, meaning ad spend was close to breaking even.
Average CPC was above $2.10, high for their product margins.
Campaigns were broadly targeted, mixing unrelated products into the same ad groups.
No dedicated landing pages existed, traffic was sent directly to generic category pages.
Remarketing was minimal and didn’t segment users properly.
The main challenge: turn an unprofitable Google Ads account into a scalable acquisition channel that could generate predictable growth while lowering acquisition costs.
Tasks
We set the following objectives for the project:
Conduct a full account audit and restructure campaigns by category & purchase intent.
Build conversion-focused landing pages for top-selling products and seasonal offers.
Introduce smart bidding strategies (Target ROAS, Max Conversions) and dynamic search ads.
Launch a remarketing funnel to recover abandoned carts and re-engage past visitors.
Optimize product feed in Google Merchant Center for Shopping Ads.
Achieve at least 4x ROAS within 6 months while reducing CPA.
What We Did
Account Restructuring
We reorganized campaigns around product categories (kitchen appliances, décor, outdoor furniture). Each ad group contained tightly themed keywords with highly relevant ad copy. This allowed us to:
Improve Quality Score by aligning keywords, ads, and landing pages.
Reduce wasted spend on generic search queries.
Lower average CPC from $2.10 to $1.45 within 3 months.
Smart Bidding & Dynamic Ads
We replaced manual bidding with Target ROAS bidding and dynamic search ads (DSA).
DSAs automatically matched user queries to the most relevant product pages.
Target ROAS bidding optimized bids in real time, ensuring efficient spend.
Combined, this increased CTR from 2.9% to 5.4% and improved conversion consistency.
New Landing Pages
We created dedicated product landing pages with:
Optimized product descriptions highlighting benefits & unique selling points.
Customer reviews and trust signals (secure checkout, guarantees).
Clear CTAs and simplified checkout process.
Mobile-first design with page load times under 2 seconds.
A/B testing of headlines and CTA buttons showed a 28% lift in conversions on the best-performing variation.
Remarketing Funnel
We built a three-tier remarketing funnel:
Cart abandoners → received urgency-based ads with limited-time discounts.
Past visitors → dynamic display ads showing products they had viewed.
Existing customers → cross-sell campaigns promoting complementary products.
This funnel recovered nearly 30% of abandoned carts and drove 22% more repeat purchases.
Product Feed Optimization
We optimized the Google Merchant Center feed:
Standardized product titles with brand, size, and category.
Added high-quality images and attributes.
Implemented custom labels for seasonal and high-margin products.
Shopping campaign CTR rose to 6.8%, outperforming initial campaigns by more than double.
Results
Within 6 months, we achieved:
ROAS grew from 1.2x → 5.3x, exceeding the original target of 4x.
CPA dropped by 38%, making campaigns much more efficient.
Overall revenue from Google Ads increased by 186%.
Conversion rate improved by 72%, driven by landing page optimization and better audience targeting.
Average CPC decreased by 31%, allowing for more clicks at the same budget.
Remarketing campaigns recovered 30% of abandoned carts and generated 18% additional revenue from returning customers.
Beyond just hitting numbers, the client gained a scalable system: campaigns now automatically adjust to inventory changes, feed updates, and seasonal demand.
Why It Worked
This case was successful because we combined:
Granular campaign structure aligned with buying intent.
Smart bidding strategies that optimized towards profitability, not just traffic.
Conversion-focused landing pages that turned clicks into sales.
Data-driven remarketing that maximized customer lifetime value.
Continuous optimization based on real performance data.
The result: Google Ads transformed from a cost center into the most profitable growth channel for the retailer.
Featured work
