[IT&C Case Study] How We Tripled Sales and Grew ROAS to 4.54 in Just 30 Days With Advanced Segmentation and CSS Strategies

In the IT&C niche (Technology, Components, and Gadgets), Google Ads competition is a real battlefield. Cost per click (CPC) rises month after month, profit margins are often thin, and if you leave Google’s algorithms on autopilot, you risk burning your entire budget on cheap, low-profitability products.

In May 2026, our team took over Google Ads campaign management for an online store in this industry. The situation the month before (April) was a classic one: the account was generating sales, but spend was far too high relative to actual performance, leaving the store right at the edge of profitability.

In just 30 days, without requesting any additional budget, we implemented two major structural optimizations that instantly unlocked performance. Here’s the story behind the numbers.

Initial diagnosis: where was the money getting stuck in April?

Before our intervention, the account was running Performance Max and standard Shopping campaigns. Analyzing the data, we identified low efficiency in the bidding algorithms:

• Total Cost: 13,138.25 RON
• Conversion Volume: 128.41 orders
• Cost per Conversion (CPA): 102.32 RON
• Sales Value: 18,511.26 RON
• ROAS (Return on Ad Spend): 1.41

At a ROAS of 1.41 in IT&C, the business was barely covering the cost of goods and logistics. Google was delivering orders, but prioritizing low-value products from the catalog, leaving premium products with no visibility.

The TWOads strategy: the two surgical moves that changed everything

When we took over the account in May, our strategy wasn’t to “pump” in more money, but to restructure the data architecture and cut hidden fees. We acted on two fronts:

1. Inventory control through Custom Labels (price-tier segmentation)

By default, Google’s algorithm tends to promote the products that sell most easily — usually cheap accessories and low-cost items (0–200 RON). These bring a high volume of clicks and transactions, but low total value.

To counter this, we went into Google Merchant Center and segmented the product feed using Custom Labels based on price. We isolated low-value products and created separate campaigns for mid- and high-priced (“high-ticket”) products. This segmentation let us controllably and progressively shift budget toward campaigns promoting more expensive products. While raw order volume grew in a controlled way, average cart value exploded.

2. An instant 20% cut in CPC through the twoads.ro CSS partner

Because every penny counts in IT&C, we immediately migrated the merchant account to our own certified Google service: the twoads.ro CSS.

By running Shopping ads through a CSS (Comparison Shopping Service) partner, Google removes an internal auction fee of up to 20%. In practice, for the same page position, we cut average native CPC by 15.69% (from 1.02 RON to 0.86 RON). This direct saving translated into extra buying power for relevant traffic.

Results after the first month of management: April vs. May

The account-level cumulative results clearly show what happens when you combine technical feed optimization with a cost advantage (CSS):

Performance Indicator (KPI)	April (Before)	May (TWOads Management)	Change / Impact
Budget Spent (Cost)	13,138.25 RON	12,395.54 RON	📉 -5.65% (Savings)
Number of Conversions	128.41	212.95	📈 +65.84%
Sales Value	18,511.26 RON	56,301.30 RON	🚀 +204.15% (Tripled revenue)
Account ROAS	1.41	4.54	🔥 +221.99% (Profitability)
Cost / Conversion (CPA)	102.32 RON	58.21 RON	📉 -43.11% (Costs cut in half)
Average CPC	1.02 RON	0.86 RON	📉 -15.69% (Thanks to CSS)

Campaign-level analysis: where the impact was felt most

• High-Ticket Campaign: by guiding the algorithm and optimizing visual assets, this campaign simply exploded in May, generating sales of 37,547.64 RON with an incredible ROAS of 6.81.
• Volume Campaign (Low and Mid price 0-200 lei): although we shifted part of the budget away, thanks to CSS efficiency we managed to grow its volume from 11 orders in April to 102.91 orders in May, stabilizing cost per conversion at an excellent 32.29 RON.

The lesson from this case study for e-commerce

If you run an online store and feel like you’ve hit a ceiling, or that Google is “eating” your profit, the answer isn’t always a bigger budget. More often than not, the answer lies in granular control of your data.

By shifting budget toward higher-value products using Custom Labels and eliminating Google Ads fees through the twoads.ro CSS, we proved you can cut your marketing budget by ~6% while tripling your revenue and cutting cost per acquisition by 43%.

Want to see where your Google Ads account is losing money?

At TWOads, we don’t apply cookie-cutter strategies. We analyze your product feed and look for real profitability opportunities.

Contact us for a free audit of your Google Ads account.