For an online store, Google Ads only matters if it brings in sales that pay for themselves. This case study shows how Google Ads was run for a UK e-commerce business so every pound of ad spend was measured against real purchase value, and budget moved toward the products and campaigns that returned the most.
520.64%
ROAS
£57.9K
Conv. Value
£11.1K
Ad Spend
Google Ads performance summary, June 23 to October 20, 2026: 819.88 purchases, £11.1K spend, £57.9K conversion value, 520.64% ROAS.
E-commerce accounts often optimise toward clicks or add-to-carts instead of real revenue. When purchase values are missing, duplicated or wrong, Google cannot tell a £10 order from a £200 one, so budget drifts toward cheap traffic that does not sell.
We made purchase tracking accurate first, with the real order value sent on every sale and no duplicates, then structured Shopping and Performance Max campaigns around product performance and bid toward return on ad spend instead of clicks.
Smart Bidding learns from the conversions you send it. If the only signal is a purchase with no value, or the value is counted twice, Google treats every order the same and cannot learn which products, searches and audiences actually make money.
Sending the real basket value with every purchase is what allows bidding to aim for return on ad spend. Everything else in the account is built on top of that.
With accurate revenue tracking in place, the next step is to look beyond the first order. Adding profit margins or customer lifetime value to the data lets bidding favour the products and customers that make the business the most money over time, not only the biggest first basket.
FAQ
It depends on your margins. A store with high margins can be profitable at a lower ROAS than one with thin margins. In this account the ROAS was 520.64% between June 23 and October 20, 2026, meaning about £5.21 in sales for every £1 spent.
Without the right order value, Google cannot tell a small order from a large one. Accurate values let bidding aim for revenue and return on ad spend instead of just the number of sales.
Yes. Purchase tracking, Enhanced Conversions and product feeds can be set up for Shopify, WooCommerce and most other e-commerce platforms.
Start with a free 30-minute audit. You will see what is working, what is wasting budget and what I would fix first.
