How Our Google Ads Strategy Achieved 310% ROAS Improvement for a Singapore E-Commerce Brand

We rebuilt the account from the ground up — structure, product feed and measurement — so every dollar could be optimised toward revenue. We approached it as a revenue problem, not a traffic problem, and rebuilt the account around that principle. First we fixed what was actively hiding performance: cleaning a product feed riddled with 400-plus errors so best-sellers could finally show in Shopping, and standing up proper conversion tracking and an attribution model so every dollar could be traced to the products and queries it generated. Then we re-architected the campaigns — replacing three undifferentiated buckets with a structure segmented by product category, margin and intent, and moving bidding away from Maximise Clicks toward revenue- and ROAS-based strategies fed by clean conversion data. With the right signals finally flowing in, the account could optimise toward profit rather than volume. The turnaround was decisive: cost-per-click fell 45%, return on ad spend improved 310%, and the same S$25,000 monthly budget went from losing money to driving S$2.1M in attributed revenue. Just as valuable, the retailer finally had the attribution and reporting to know exactly which campaigns and products were working — turning Google Ads from an opaque cost centre into a measurable, scalable growth channel.