From Loss to Profit: Unlocking Potential Through Supplemental Feeds and CSS (ROAS: 0.80 -> 4.17)

In garden product marketing, you’re not just selling products — you’re selling outcomes: greener lawns, tastier vegetables, or hardier plants. Recently, the TWOads team showed how a technical Google Ads strategy can turn a fertilizer store from an unprofitable channel into a sales leader.

When we took over the account, the situation was critical: although the products were high quality (fertilizers for thuja, vegetables, lawns), the campaigns were generating constant losses, with a ROAS of 0.80.

The challenge: technical products with “invisible” titles

In a technical niche like fertilizers, users search for specificity. The main issue we identified was the product feed itself:

• Unoptimized titles: products were listed on Google under raw names like “Fertilizer X 1L.” Google didn’t understand that this product was ideal for “yellowing conifers” or for “growing tomatoes.”
• Low visibility: due to the lack of attributes in the titles, campaigns had only 77,761 impressions over a full month.
• Inefficient bidding: without a cost advantage, the store paid the maximum price on every Google Shopping click.

The TWOads strategy: feeding Google’s algorithm the right way

We approached the problem not by chaotically increasing the budget, but by optimizing the underlying infrastructure:

1. Supplemental Feed: from “product” to “solution”

We implemented a Supplemental Feed to dynamically rewrite titles and descriptions. We added essential search terms such as plant type (thuja, vegetables), main benefit (fast growth, anti-yellowing), and composition.

• Result: Google started showing the products exactly when gardeners were searching for specific solutions.

2. Efficiency through Google CSS

We migrated the account to a CSS partner, instantly cutting cost per click by roughly 20%. This saving allowed us to reinvest in volume without hurting profitability.

Performance analysis: the jump from April to May 2026

Data pulled directly from campaign reports shows a radical transformation after these measures were implemented:

Success Indicator	Before (April)	After Optimization (May)	Growth
Visibility (Impressions)	77,761	1,037,251	+1,233%
Sales (Conversions)	19	568	+2,893%
Total Revenue	2,332 RON	62,028 RON	+2,559%
Efficiency (ROAS)	0.80	4.17	+421%
Cost per Click (CPC)	1.07 RON	0.64 RON	-40%

Case study conclusion: the right data drives growth

The success of this project in the fertilizer and garden products niche shows that Google Shopping is all about relevance.

• The 40% drop in CPC allowed us to bring over 23,000 potential customers to the site.
• The increase in conversion rate to 2.10% confirmed that the visitors brought in were much better targeted thanks to the new titles.

At TWOads, we know that behind every successful campaign is a well-structured data feed. If your store has great products but no visibility, the problem might be in how you’re “talking” to Google’s algorithm.

Want to transform your store’s visibility?

Let’s talk about how we can optimize your brand’s presence on Google Ads.

Contact us for a free audit.