From 1 to 10 Orders per Day After One Month of Collaboration on Google Ads

In this case study, we present a website in the supplements niche that we took over in December 2024—a period when sales should theoretically be strong. However, the account’s situation was as follows:

Google Statistics for November 2024:

• Promotion budget: 4,564 RON
• Sales: 7,408 RON
• Orders: 57
• Cost per conversion: 80 RON
• ROAS: 1.62

Account Audit

We conducted an audit of the account and identified the following issues:

• Consent Mode: A Google-authorized partner was not used. Without Consent Mode active on the site, sales data generated by Google were not visible in the platform, and conversions appeared as direct referrals in GA4.
• Campaign Structure: There was a single Performance Max campaign with one asset for all product types.
• Customer List: Not present in the account.
• Brand and Non-Brand Traffic: No separation between brand and non-branded traffic.
• Campaign Objectives: Campaigns did not have ROAS or CPA objectives set.

Changes Implemented in the Account

Given the account’s situation, we made the following changes:

• Reconfigured tracking through Google Tag Manager.
• Implemented Consent Mode using the CookieYes plugin.
• Added a customer list in Google Ads.
• Integrated a review feed into Merchant Center.
• Designed visuals for each category on the site

Google Ads Account Structure

For the effective setup of campaigns, we opted for the following structure:

1. Traffic Campaigns:
   • Implemented three types of traffic-generating campaigns: Standard Shopping, DSA (Dynamic Search Ads), and Demand Gen.
2. Brand Protection:
   • Separated the brand from other campaigns through a dedicated Brand Protect campaign.
3. Shopping Campaigns:
   • For product campaigns, we opted for two Performance Max campaigns: one for a well-known brand and another for the top 10 categories on the website. Each website category had a dedicated asset comprising texts, banners, and videos.

Results Achieved After the First 30 Days

We launched the campaigns in December, and after 30 days, here are the statistics for January 2025:

• Promotion budget: 5,492 RON
• Sales: 51,847 RON (599% increase)
• Orders: 353
• Cost per conversion: 15.54 RON (80% decrease)
• ROAS: 9.44