Initial situation and goal setting

NEWLOOK’s company approached us with a problem of poor performance in their Google Ads account. They were experiencing low sales, high purchase costs at 72 PLN, and a very low return on ad spend (ROAS) of 2.96, which, considering the margin, was not generating profits.

Our goal, which we established together with the client, was to achieve a ROAS of 7 in order for the campaigns to finally become profitable. The first step was to conduct a thorough audit and identify the root cause of the poor results. The main obstacles turned out to be:

Lack of a proper campaign structure.

Inappropriate bidding strategy.

Promoting the wrong products – a significant budget was allocated to products that had low demand and low profit margins.

Initiating actions and initial results

We started our work by preparing a new campaign structure based on expanding reach among new users, remarketing, and dynamic remarketing based on the most popular products. Additionally, we implemented a new bidding strategy based on ROAS and created new audience groups to allow Google’s algorithms to better observe the profiles of users with high purchase intent.

After three months of our actions, not only did we achieve our goal, but we surpassed it, reaching a ROAS of 6,98, which represented a 176% growth compared to the previous quarter. We also lowered the cost per acquisition (CPA) to 22,17 PLN, a decrease of 77%. Furthermore, the number of transactions increased by 64%. This was only the first quarter of our work.

Account development and current results

After a year of working on the advertising account and optimizing it to reach users with high purchase intent, we are generating 1240 quarterly sales, achieving a very high ROAS of 24,43 and a cost per conversion of 8.42 PLN.

If your Google Ads account is also not delivering satisfactory sales results and you’re looking for a way to change that, sign up for a free audit by filling out the contact form below. We will help identify the source of the problem and propose specific solutions to turn the situation around.