From one sale a month to twenty six, on a restructured account.
The account was spending consistently and returning one sale a month. Two months after the restructure it was returning twenty six, and the return held as the budget scaled. The honest headline is the volume, not the percentage.
- Tali & Tasi
- Ecommerce, ethical fashion
- July to September 2024
- Google Ads, Google Shopping, Merchant feed, Audience strategy
The background.
Tali & Tasi is an ethical fashion brand running Google Ads campaigns that generated limited results despite consistent spending. The campaign structure lacked focus, which meant the budget went out evenly regardless of which products were actually selling.
The owner did not have a traffic problem or a product problem. They had an account that could not tell the difference between a product worth backing and a product nobody wanted.
The problem.
The audit in July 2024 found four things. Campaigns were not properly segmented, so they overlapped and competed for the same budget. That budget was spread evenly across products regardless of sales performance or price point. Audience targeting had no refinement, so high intent and high value shoppers were being missed. And there were no campaigns at all for general or discovery focused shopping terms.
Worth stating plainly before any of the numbers below: the before period contains a single conversion. A return on ad spend calculated from one sale is noise, not a benchmark. The figure that means something here is the volume, and what happened to the return once there was enough of it to measure.
- $219.60
- Conversion value in the month
- 1
- Conversion
- $23.14
- Cost per conversion
- $23.14
- Spend
What we did.
Campaigns restructured
- New Shopping campaigns were created for general keywords to capture broader search intent, and the rest were segmented by product performance and audience type using what GA4 could actually show about who was buying.
Budget moved to what sells
- The majority of spend was redirected toward the best selling and higher value products, which lifts average order value and return at the same time. Spreading budget evenly across a catalogue treats every product as equally likely to sell, and no catalogue works that way.
Merchant feed optimized
- Product titles, meta details and images were rewritten to stand out in Shopping results, and separate feeds were built per category so each could be tested on its own rather than judged as part of one blended number.
Audiences built and assigned
- Audience research identified the demographics and interest groups that actually converted, and custom segments were built and assigned to specific campaigns per product category.
A branded campaign, finally
- The previous account manager had told the client a brand campaign was not relevant yet because the brand was not well known. It was set up anyway, and it became one of the best performing campaigns in the account.
Creative built from what they already had
- Rather than commission new assets on a small budget, we asked for the organic images and video the brand already had and used those as campaign creative.
Search terms watched, not set and forgotten
- Search term reports were monitored to refine targeting and cut the queries quietly absorbing budget, and ad creative and feed accuracy were improved on the same cycle.
The results.
| Conversion value | $219.60 | $8,810 | 40x |
|---|---|---|---|
| Conversions | 1 | 25.62 | 26x |
| Return on ad spend, targeted campaigns | 949% | 2,758% | Up 1,809 points |
| Return on ad spend, general Shopping | 949% | 425% | Held while scaling |
| Spend | $23.14 | $2,070 | Scaled |
What it added up to.
The two return figures move in opposite directions and both are real. The targeted campaigns went up because they were pointed at products and audiences that convert. The general Shopping campaigns came down because they were built to find new customers at scale, which is a different job and a lower return by design.
Judging the account on the July return would be judging it on one sale. Judging it on September means judging it on twenty six sales and two thousand dollars of spend, which is enough to be a number rather than an accident.
Focusing budget on high ticket, best selling products raised both profitability and average order value. Even at forty times the spend, the campaigns held a strong return, which is the part that says this scales rather than just happened.
Ready to move the numbers?
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