Case Studies › Google Ads Singapore
S$2.1M in attributed revenue. 45% lower cost-per-click. A complete Google Ads rebuild that turned waste into wins.
Our client is a Singapore-based e-commerce retailer selling premium home and lifestyle products. They had been running Google Ads for over two years — spending S$25,000 per month — but had never seen a positive return on ad spend. Their campaigns were managed in-house by someone without formal PPC training.
By the time they approached us, they were close to shutting down their Google Ads entirely. One final attempt with a specialist — that was their brief to us.
Our audit revealed a near-textbook example of what not to do in Google Ads. All products were lumped into 3 broad campaigns with no audience segmentation. Smart Shopping was enabled with insufficient conversion data to optimise properly. Bidding was set to “Maximise Clicks” — optimising for traffic rather than revenue. The product feed had 400+ errors, meaning their best-selling items were barely showing up in Shopping results.
Most critically, there was no attribution model in place — meaning they had no idea which campaigns, keywords, or products were actually generating revenue.
Restructured all campaigns by product category, margin tier, and customer intent — creating granular ad groups that let Google’s algorithm optimise effectively.
Fixed 400+ feed errors, rewrote product titles with high-intent keywords, and implemented custom labels to separate high-margin SKUs for aggressive bidding.
Set up GA4 enhanced e-commerce tracking, imported all conversion actions into Google Ads, and implemented data-driven attribution to properly credit every touchpoint.
The account that was nearly shut down became the brand’s highest-performing marketing channel within 90 days of our rebuild going live.
Return on ad spend increased from 1.2x to 4.9x — meaning every S$1 spent returned S$4.90 in revenue.
Improved Quality Scores and better targeting drove average CPC down 45%, stretching the same budget much further.
In the 12 months following the rebuild, Google Ads directly attributed S$2.1M in tracked e-commerce revenue.
David C.
Founder, E-Commerce Brand, Singapore
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