S$2.1M in attributed revenue. 45% lower cost-per-click. A complete Google Ads rebuild that turned waste into wins.
Client name withheld under NDA.
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. For a premium e-commerce retailer, two years of unprofitable spend at S$25,000 a month is more than a marketing problem: it is a serious drag on the whole business, quietly eroding margin on every sale the ads did influence. The owner suspected the account could work but had no way to prove it: with the campaigns run in-house by someone without formal PPC training, there was neither the expertise to diagnose what was broken nor the reporting to see where the money was actually going. What they needed was not incremental tweaks but a rebuild grounded in revenue, not clicks.
An audit revealed a near-textbook example of what not to do: three problems stood out above the rest.
All products were lumped into 3 broad campaigns with no segmentation, and Smart Shopping ran without enough conversion data to optimise.
Bidding was set to 'Maximise Clicks', chasing traffic over revenue, while a product feed with 400+ errors hid best-sellers from Shopping.
With no attribution model in place, they had no idea which campaigns, keywords or products were actually driving revenue.
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.
Restructured all campaigns by product category, margin tier and customer intent: granular ad groups that let Google's algorithm optimise effectively.
Fixed 400+ feed errors, rewrote product titles with high-intent keywords and added custom labels to bid aggressively on high-margin SKUs.
Set up GA4 enhanced e-commerce tracking, imported conversions into Google Ads and implemented data-driven attribution to credit every touchpoint. For a related example, see our e-commerce case study.
The account that was nearly shut down became the brand's highest-performing marketing channel, within 90 days of the rebuild going live.
Product feed cleaned, conversion tracking and attribution set up, and campaigns restructured by category, margin and intent.
Bidding moved from Maximise Clicks to revenue and ROAS strategies. ROAS reached 4.9× within 90 days.
Custom labels pushed high-margin products, and the account drove S$2.1M in attributed revenue over 12 months.
Our ad spend was going nowhere. These guys turned it around completely. The rebuild was done in 3 weeks and within 90 days we had a 4.9× ROAS, the best investment we have ever made.
Shopping can only show what your feed allows. Over 400 errors were hiding the best-sellers, so cleaning the feed and rewriting titles was the cheapest ROAS gain in the whole project.
Maximise Clicks buys cheap traffic, not buyers. Once revenue was tracked properly, ROAS bidding pointed the same budget at people who actually purchased.
The retailer never needed more spend. Segmenting by margin let high-margin products bid harder, and the same S$25,000 a month went from losing money to the brand's best channel.
Search, Shopping and Performance Max managed for revenue.
Results across SEO, paid media, content, web and more.
Three years of testing that grew revenue 260%.
We will show you where your budget is leaking.
Book a free strategy session and let's talk about how we can deliver similar outcomes for your business.