E-commerce · International
Improving Google Ads Efficiency for a Helmet Retailer
The account maintained nearly the same conversion volume on 20% less spend while improving cost per conversion and platform ROAS.
Google Ads ROAS
Up 19.2%
Recorded conversions
Down 3.3%
Cost per conversion
Improved 17.4%
The challenge
What needed to change
The established account needed careful refinement rather than a wholesale rebuild: keep intent clean, preserve volume and concentrate budget in proven campaigns.
The response
A focused operating plan.
Search-term control
Retained useful high-intent demand and excluded queries that consumed budget without supporting sales.
Performance Max
Directed more budget towards the stronger Performance Max activity.
Campaign allocation
Kept brand and broader shopping demand separate and moved spend towards stronger returns.
Account hygiene
Maintained a controlled structure so budgets, queries and performance remained easy to assess.
Measured outcome
Spend decreased from approximately $26.6K to $21.3K. Conversions declined only 3.3%, while ROAS improved 19.2% and CPA improved 17.4%.
Read the result correctly
The data note matters.
Results use non-projected totals in the supplied Google Ads table. Current period: 25 April to 23 July 2026; comparison period: 25 January to 24 April 2026. Currency is shown as reported.
This case study describes one account and period. It does not guarantee that another business will achieve the same outcome.