- Country: USA
- Cost: $85k
- Conversions: 3.45k
- Conversion Value: $695k
- ROAS: 9.20x
- Duration : 12 Months
In the highly competitive world of eCommerce, results speak louder than words. For one of our furniture eCommerce clients in the USA, we delivered more than just clicks — we generated $685,000 in revenue with a 9.20x Return on Ad Spend (ROAS). This success didn’t come overnight. It was the outcome of 12 months of strategy, testing, optimization, and continuous scaling.
This detailed case study outlines how we achieved these results through Google Shopping Ads. Whether you’re a brand owner, performance marketer, or agency professional, this breakdown will show you the roadmap to scale profitably.
Key Results at a Glance
| Metric | Value |
|---|---|
| Country | USA |
| Total Ad Spend | $85k |
| Conversions | 3.45k |
| Conversion Value | $685k |
| Return on Ad Spend (ROAS) | 9.20x |
The Background
This client runs an eCommerce store selling premium furniture products. They had over 300+ products, each with multiple variants. Before we took over, they were struggling to see positive returns from Google Ads. Their ROAS hovered around 4x, and their conversion rates were below industry average.
The website needed UX improvements, and the Google Ads account had a cluttered structure with poor targeting, bidding, and product feed management.
The Client’s Goal
The client approached us with a clear target:
“We want to hit at least $500k in conversion value with a minimum ROAS of 5.5x within the next 12 months.”
But we aimed higher. Our internal goal was to surpass $600k in sales and achieve over 7x ROAS. Eventually, we exceeded both.
Challenges We Faced
Every success story comes with hurdles. Here’s what we needed to fix first:
- Poor website speed and product page UX
- Weak product information and media
- Unstructured campaigns
- Disapproved products in Google Merchant Center (GMC)
- Poor-performing ad creatives
- Irrelevant keyword targeting
- Ineffective bid strategies
Step 1: Website & Product Page Optimization
You can’t scale ads on a leaky website. So before we touched Google Ads, we optimized the user experience.
Here’s What We Improved:
- Loading Speed: Improved both mobile and desktop speed scores.
- Product Images: Added high-quality images from multiple angles with zoom functionality.
- Videos: Embedded video overviews of key products.
- Q&A Sections: Added commonly asked questions to improve engagement.
- Reviews: Boosted product reviews to build trust.
- Specs & Benefits: Expanded product descriptions for better clarity.
These changes alone lifted our site conversion rate by over 30%.
Step 2: Offer Strategy for Higher CTR and Sales
Shoppers love deals — especially during Q4 and key shopping events like Black Friday & Cyber Monday (BFCM).
We Ran Offers During:
- Black Friday & Cyber Monday
- New Year Sale
- Summer Clearance
- Flash Sales (monthly)
Result: Click-through rates (CTR) improved by 42%, and conversions increased by 27% during offer periods.
Step 3: Product Feed Optimization
We audited and optimized every aspect of the product feed using Google Merchant Center. Feed optimization is often overlooked but crucial for shopping and PMax campaigns.
What We Did:
- Optimized titles and descriptions
- Added missing GTINs
- Selected eye-catching product images
- Fixed disapproved products
- Enabled merchant promotions
- Synced product ratings
Before vs After Feed Optimization
| Metric | Before | After |
|---|---|---|
| Disapproved Products | 34% | 0% |
| Impressions | 310,000 | 585,000 |
| Conversion Rate | 0.7% | 1.3% |
Step 4: Google Ads Strategy
We built a full-funnel campaign plan using four key campaign types:
- Search Campaigns
- Shopping Campaigns
- Performance Max Campaigns
- Discovery Campaigns
Our goal: Reach the right audience, at the right time, with the right products.
Step 5: Campaign Setup & Execution
Performance Max Campaigns
- Used only high-performing products
- Created custom assets with professional product images, descriptions, and CTAs
- Monitored asset group and audience performance to scale efficiently
Standard Shopping Campaigns
- Used manual segmentation by product categories
- Grouped products by pricing and popularity
- Controlled bids per product set for precision optimization
Search Campaigns
- Targeted high-converting keywords from historical data
- Split campaigns by category and buyer intent
- Used SKAG (Single Keyword Ad Groups) for top-performing terms
Discovery Campaigns
- Used to introduce new products and seasonal offers
- Used product feed integration to dynamically display items
Step 6: Continuous Optimization
Optimization was an ongoing task. We did weekly audits to improve the account performance.
Key Optimizations Included:
- Paused underperforming keywords and products
- Adjusted bids based on device and geo-performance
- Updated ads with new hooks, angles, and creatives
- Added negative keywords to filter poor traffic
- Excluded low-converting products from campaigns
- A/B tested different messaging and images
Result: Our CTR jumped from 2.1% to 4.4% over time.
Step 7: Scaling to $693K
Once we found what worked, we scaled fast but carefully.
Scaling Actions:
- Launched new SKAG search campaigns with dedicated budgets
- Used shopping and DSA campaign insights to create high-ROAS search campaigns
- Launched smart search campaigns for top 10 products
- Created new Performance Max campaigns for newly added winning products
- Increased daily budgets by 10–15% weekly based on performance
Final Results Breakdown
| Metric | Value |
|---|---|
| Total Spend | $84,400 |
| Conversions | 3,250 |
| Conversion Value | $693,000 |
| Average ROAS | 9.21x |
| Conversion Rate | 3.9% |
| CPC | $0.78 |
Key Takeaways
- Website UX matters. Before scaling ads, fix your product pages.
- Offers boost CTR and conversions. Plan your promotions well in advance.
- Segment your product feed. This helps improve Shopping & PMax performance.
- Optimize campaigns weekly. Don’t set and forget.
- Use a full-funnel strategy. Combine search, shopping, PMax, and discovery for maximum impact.
Scale only what works. Don’t waste money on underperforming products or keywords.
Conclusion
Achieving a $685k conversion value and 9.20x ROAS didn’t happen by luck it came from following a data-backed, user-focused strategy. Google Ads still offers huge potential for eCommerce brands, but only when done right.
If you’re looking to scale your store using a similar approach, take the learnings from this case study and apply them to your account or better yet, get a team that lives and breathes performance marketing.
At Pravrdh, we help eCommerce brands grow fast and profitably. If you want similar results, let’s talk.
