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Ecommerce

A new Google Ads account taken to 3.57x ROAS and 723 sales in six months

A UK store starting with zero Google Ads history. Conversion tracking was built before the first pound was spent, campaigns launched narrow, and budget scaled only as purchase data accumulated — ending the first six months at £21,675 in conversion value on £6,065 of spend.

3.57x
Return on ad spend
£21,675 conversion value on £6,065 spend
723
Conversions
Tracked purchases across the first six months
£8.39
Cost per conversion
Blended across Search, Shopping, and Performance Max
6 months
Timeline
From a zero-history account to consistent daily sales

Business constraint

New accounts fail for a predictable reason: they spend before Google has any usable purchase signal, burn the budget on broad traffic, and get shut down before the system can learn. This store had a modest budget and no conversion history, so every early pound had to buy data as well as sales.

Strategic judgment

Diagnosis

The constraint was signal quality, not budget size. With accurate purchase values flowing from day one and spend concentrated on the highest-intent queries first, a small account can feed Google clean data and earn the right to scale — the opposite of launching wide and optimizing later.

Hands-on execution

Strategic decisions and implementation

Built conversion tracking with real purchase values before launch so bidding had revenue data from the first click.
Started with tightly themed Search campaigns around the highest-intent product queries instead of broad coverage.
Added Shopping and Performance Max only after enough purchase data had accumulated for the formats to work with.
Scaled budget stepwise against return, with weekly search-term cleanup to keep spend off queries that never bought.
Anonymized Google Ads dashboard showing £6,064.57 cost, 723.09 conversions, £21,675.34 conversion value, and 3.57 conversion value per cost
Anonymized Google Ads proof for the first six months of the account. Campaign names and private store details are not shown.
Services used:Google AdsConversion TrackingShopping + Performance MaxSearch Term Cleanup
Engagement duration: 6 months

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