Client Overview:
- Industry: Retail
- Location: Lebanon
- Type of Business: General Electronics E-commerce Store
- Challenges: The client had been running Google Ads campaigns but was seeking better Return on Ad Spend (ROAS) and conversion rates to increase profitability.
Objective:
The primary goals of the campaign were to:
- Increase overall sales
- Improve ROI
- Maximize ROAS
Key Performance Indicator (KPI): ROAS (Return on Ad Spend)
Strategy:
To achieve these goals, we implemented a comprehensive strategy using the following:
- Campaign Types: Performance Max, Shopping Campaigns, and Dynamic Search Ads
- Target Audience: Focused on active shoppers, electronics enthusiasts, and people searching for electronics with high purchase intent
- Ad Creatives: No specific creatives were used, relying instead on automated formats and targeting
- Budget: The campaign started with a monthly budget of $3,000, with a possibility of doubling it upon achieving profitability
Implementation:
- Timeline: The campaign ran for 2.5 months
- Landing Pages: Standard e-commerce product pages were used
- Optimization Techniques:
- Conducted a full audit of the existing Google Ads account
- Identified and fixed issues within the current campaigns
- Audited product profitability to focus on the most profitable items
- Grouped the winning products into categories to concentrate on for higher sales
- Paused underperforming campaigns with high costs per conversion and optimized the profitable ones
- Created new, manually managed campaigns focused on search intent rather than impression-based intent, targeting categories with high buyer intent
- Implemented a strict optimization routine, adjusting the campaigns every 72 hours, weekly, and monthly
- Stopped unsuccessful campaigns and shifted more budget to winning campaigns
Results:
- ROAS Growth:
- ROAS improved from an average of 2,2783% to 4,470%
- Maximum monthly ROAS reached 5,294%, with a peak daily ROAS of 22,189%
- Conversion Rate:
- Increased from a maximum weekly average of 0.25% to a minimum weekly average of 0.40%
- Peaked at a weekly average of 0.69%
- Revenue Impact:
- Monthly total sales increased by 70% since the start of the campaign
- Sales grew by 130% compared to the pre-campaign period
Conclusion:
By focusing on the most profitable products and optimizing campaigns based on search intent, we were able to almost double the client’s sales with the same advertising budget. Profitability also increased significantly as we concentrated resources on high-margin products.
Potential for Scaling:
With plans to expand the business outside Lebanon, including into the UAE market, we are set to replicate this success in new regions.
Ready to supercharge your online sales with Google Ads? Book a free consultancy session with us today, and let’s craft a custom strategy to maximize your ROI!