Case Study
Mathfel
Driving a 114% Sales Increase with Strategic Google Ads Optimization — A Case
Study in Overcoming Challenges and Maximizing ROAS
114%
Increase in Total Conversion Value
109%
Rise in ROAS (Return on Ad Spend)
13.7%
Improvement in CTR (Click-Through Rate)s
Client Background
Before & After Results
Before
(May 1 – Aug 31, 2024)
After
(Sep 1 – Dec 31, 2024)
In short: sales more than doubled and ROAS nearly doubled, achieved with only a modest increase in ad spend — a clear shift from spending more to spending smarter.
Initial Challenges & My Approach
Scattered & Redundant Campaigns
The account suffered from a large number of campaigns with significant product overlap. A single product was frequently being sold across multiple, disparate campaigns, leading to internal competition and wasted ad spend.
Lack of Product Categorization
There was no proper categorization of products, and the custom label setup was either absent or ineffective. This made it difficult to manage bids, track performance, and optimize for profitability.
Extensive Data & Complexity
The sheer volume of data and the intricate, fragmented campaign structure presented a considerable challenge, requiring a systematic and cautious approach to avoid negatively impacting live campaigns
Budget-Draining "Zombie" Products
A meaningful share of the budget was being absorbed by products with zero or near-zero conversions. These underperformers quietly drained spend that should have been working for the items capable of driving real returns.
My Strategic Solutions & Implementation
Deep Product Analysis & Profitability Identification
My first step was a comprehensive analysis of all products within the account. I focused on identifying profitable products that generated the highest return, alongside "Zombie Products" with zero conversions or extremely low performance that were consuming budget without yielding results.
My Action:
This analysis allowed me to reallocate budget effectively, ensuring that ad spend was primarily directed toward the most profitable items — leading to an immediate improvement in ROAS.
Systematic Campaign Structure Optimization
Recognizing the sensitivity of Performance Max campaigns, I avoided sweeping changes. Instead, I implemented modifications incrementally over several months.
My Action:
I established a robust product categorization system, configured custom labels within the Merchant Center, and systematically refined and optimized the campaign structure — consolidating overlapping efforts and ensuring each product was targeted efficiently without internal competition.
Custom Labels & Merchant Center Optimization
With profitability mapped, I needed a framework that let me bid and budget by performance tier rather than treating every product the same.
My Action:
I built out custom labels (by margin, performance, and product type) in the Merchant Center and optimized the product feed so the right products were promoted to the right shoppers — improving feed health and bid control across the account.
Keyword Refinement & Audience Segmentation
Spend was leaking on broad, low-intent traffic, and audiences weren't segmented in a way that prioritized the most valuable buyers.
My Action:
I refined keywords, expanded negative-keyword lists to cut wasted clicks, and segmented audiences so budget concentrated on high-intent, high-value shoppers most likely to purchase.
Conversion Tracking & Ad Copy Optimization
Reliable optimization is only possible with reliable data — and stronger messaging was needed to lift click through and conversion rates.
My Action:
I verified and corrected conversion tracking so the algorithm optimized toward true revenue, then rewrote ad copy to better match buyer intent — directly contributing to the improvement in CTR.
Services Provided
Campaign Management & Optimization
Audience Segmentation
Keyword Refinement
Ad Copy Creation
Budget & Bidding Optimization
Detailed Product Analysis (Profitable vs. Zombie Products)
Product Categorization & Custom Label Setup
Merchant Center Campaigns Optimization
Campaign Structure Optimization
Conversion Setup & Verification
Results & Impact
My strategic approach enabled Mathfel to significantly improve its online advertising performance, drive consistent and scalable sales growth, and is now positioned for even greater success.
By cutting wasted spend, restructuring the account around profitability, and directing budget toward the products that actually performed, the account was transformed from steady to exceptional.
114%
Total Conversion Value — more than doubling Google Ads revenue
109%
ROAS — every euro invested working dramatically harder
13.7%
CTR — sharper targeting and stronger ad copy
The before-and-after data reinforces the impact: ROAS climbed from 310.09% to 600.14%, and sales grew from €186K to €418K — all achieved with only a modest increase in ad spend (€60.1K to €69.7K). The result is not just a one-time lift, but a cleaner, more profitable account structure built to scale sustainably into the future.