Google Ads Case Study: 70% Revenue Growth from Shopping
Client: UK ecommerce print and binding company
Period compared: 17 months before and after account takeover
Work completed: Google Shopping feed, Performance Max and campaign restructuring
A technical Google Shopping problem was preventing this established ecommerce business from scaling. By building a custom product feed for its bespoke CMS and restructuring the Google Ads account, I helped increase tracked revenue by 70% while spend rose by 27%. ROAS improved from 5.83x to 7.81x.
The result at a glance
| Metric | Before: Apr 2023–Aug 2024 | After: Sep 2024–Jan 2026 | Change |
|---|---|---|---|
| Google Ads spend | £160,480 | £203,708 | +27% |
| Tracked revenue | £935,437 | £1,590,815 | +70% |
| ROAS | 5.83x | 7.81x | +34% |
| Impressions | 2.4 million | 8.0 million | +233% |
| Conversions | 19,825 | 27,808 | +40% |
These figures come from the client’s Google Ads account and compare equal 17-month periods. They are account-level results, not a forecast or guarantee of what another advertiser will achieve.
The challenge: a bespoke CMS with no usable Shopping feed
When I took over the account in September 2024, its Search campaigns were producing a solid return but growth had plateaued. The website used a bespoke content management system, so the usual ecommerce plugins could not generate a reliable feed for Google Merchant Center.
That meant the client could not properly advertise its catalogue through Google Shopping. The constraint was not simply bids or ad copy; it was the infrastructure connecting product data, Merchant Center and Google Ads.
What I changed
1. Built a custom Google Shopping feed
I created a feed that extracted the catalogue from the bespoke CMS and formatted the product data for Google Merchant Center. This included the fields Google needs to understand, approve and match products to relevant searches.
The feed turned an inaccessible catalogue into an advertising asset and made product-led campaigns possible without replacing the client’s website platform.
2. Added Performance Max with Shopping inventory
Once Merchant Center had usable product data, I launched Performance Max campaigns with Shopping inventory. This expanded coverage beyond the existing text-led Search activity and allowed individual products to appear for commercially relevant searches.
3. Separated new-customer acquisition
I created dedicated activity for new customers and separated it from brand demand and returning customers. That made the account easier to evaluate: efficient branded conversions were no longer masking the cost of acquiring genuinely new business.
4. Reorganised the campaign structure
- Brand campaigns captured existing demand efficiently.
- Performance Max with a product feed became the principal growth channel.
- New-customer campaigns provided a distinct, measurable acquisition lever.
Why the changes worked
The previous account was not fundamentally broken. It had reached the limit of what the existing Search structure could deliver. The largest improvement came from solving the product-data problem first, then building campaigns around the new capability.
Spend increased, but revenue grew much faster. The 34% rise in ROAS alongside 70% revenue growth indicates that the added scale was not bought at the expense of efficiency.
What ecommerce advertisers can learn from this
- Audit the feed, not only the campaigns. Missing or poor product data can impose a hard limit on Shopping performance.
- Separate brand from acquisition. Blended reporting can make an account look healthier than its genuine growth activity.
- Measure comparable periods. Equal time windows make performance changes easier to interpret.
- Fix tracking before scaling. Revenue and conversion data need to be trustworthy before automated bidding can be judged.
Client feedback
“We’re really happy with what he’s done.”
Account stakeholder
Need help scaling Google Ads?
I’m a Google Ads consultant based in County Limerick, working with ecommerce businesses in Ireland, the UK and further afield. I can audit an existing account, improve measurement, develop product feeds and manage Search, Shopping or Performance Max campaigns.
Some operational details have been summarised to protect the client. The performance figures are taken from the account. AI assisted with drafting and editing this case study; the strategy, work and results are genuine.