Case Study · Google Ads · Created With the Team
Rebuilding a Google Ads Account to Balance Revenue and ROAS
On attribution
This account restructuring was created with the help of a team, not solely by me. I'm including it to show real paid-search capability I've contributed to, while I build out my own independent Google Ads track record.
The Problem
The client — an e-commerce manufacturer and retailer of personalised furniture — had worked with multiple PPC agencies before this engagement, leaving the account disorganized. Revenue growth and a strong return on ad spend weren't materializing at the same time: pushing one tended to come at the expense of the other, in a competitive furniture retail market.
The Approach
- Analyzed historical performance. Search terms and product-level performance data across the account's history.
- Researched competitors and bidding strategy. Understanding where the account was losing ground before changing anything.
- Rebuilt Google Shopping with segmented campaigns. Structured for product-level bid and budget control, rather than one undifferentiated catalog feed.
- Secured client approval and implemented within week one. No lengthy phased rollout — the restructure went live fast once agreed.
- Continuously optimized against performance data. Ongoing adjustment rather than a one-time rebuild left to run on its own.
The Result
Reported Change vs. Prior Period
Reported change in return on ad spend and lead volume following the account restructure.
64
Conversions, 16 Aug – 14 Sep 2023
$53.83
Cost per conversion
$1.91
Average CPC
Across the same window: roughly 1,800 clicks on $3.45K spend, at an estimated ~3.5% conversion rate — segmented Shopping structure let budget concentrate on the product lines actually converting, instead of spreading evenly across the whole catalog.