3.0x blended ROAS and A$331k in tracked revenue in five months on Google Ads
A jewellery client came to us with a Google Ads account nobody could trust. We fixed the measurement, rebuilt the structure, and scaled it into a consistently profitable channel.
Every number below is purchase conversion value reported straight from the Google Ads account.
At a Glance
The starting point
Our jewellery client came to us in February 2026 with a strong brand and a real audience, but a Google Ads account that couldn't be trusted or scaled.
The biggest problem was measurement. The account was counting page views, add to carts, and begin checkouts as conversions, alongside two separate purchase trackers running at the same time. On paper the account looked like it was converting thousands of times a month. In reality nobody could say what a dollar of spend was actually returning, which made every budget decision a guess.
Page views, carts, and checkouts all counted as conversions, with two purchase trackers double-firing on top.
Budgets were small relative to the search volume actually available for these products.
Campaigns weren't split by product or region, so nothing had its own performance bar.
Searches for the exact products the brand sells were being lost to competitors.
What we did
Measurement first, structure second, scale last. Nothing gets a bigger budget until the numbers it reports can be trusted.
Fixed the measurement first
Before touching budgets, we rebuilt conversion tracking around a single primary purchase action with data-driven attribution, and demoted everything else (page views, carts, checkouts) to observation only. From March onward, every ROAS figure in the account reflects real purchase value, measured against a 1.3x break-even threshold agreed with the client. That's the number every decision gets made against.
Restructured the account around products and regions
We split the account into brand and non-brand search, a Product Specific search campaign with ad groups per product type, a Competitor campaign, and Performance Max campaigns segmented by product category and market (US, UK, and rest of world). Each campaign gets its own budget and its own performance bar.
Ran relentless search term hygiene
Weekly search term audits, account-level negative keyword lists to cut discount seekers, mainstream jewelry queries, and irrelevant traffic, and continuous harvesting of converting queries into exact match keywords to protect the terms that drive revenue.
Rebuilt the product feed
New products added through a supplemental feed, titles and descriptions optimised, product types assigned so every item routes into the right campaign, and product reviews submitted to Google Merchant Center.
Adopted new formats early, with guardrails
We enabled AI Max on the Product Specific campaign using guardrails developed with our Google rep, expanding coverage into AI Overviews and new search terms without giving up control over traffic quality.
Scaled with discipline
When performance held, budgets went up: the main Performance Max campaign more than doubled its daily budget, and rest of world budgets were raised across three product segments in a single week. When a campaign fell below break-even, budgets came down. When a stock shortage hit in June, we deliberately pulled spend back around 20% rather than burn money into weak availability, then ramped straight back up as stock recovered.
Measurement first, then structure, then scale. Reported against your break-even, not vanity ROAS.
The numbers
Purchase conversion value against spend, from the Google Ads account. Break-even for this client is 1.3x.
| Month (2026) | Spend | Conversion value | ROAS |
|---|---|---|---|
| March | A$17,960 | A$58,789 | 3.27x |
| April | A$24,085 | A$78,555 | 3.26x |
| May | A$23,048 | A$70,600 | 3.06x |
| JuneStock shortage, spend pulled back ~20% | A$20,516 | A$64,245 | 3.13x |
| JulyTo the 27th | A$23,268 | A$58,902 | 2.53x |
| Total | A$108,876 | A$331,092 | 3.04x |
Five consecutive months above break-even, roughly 4,000 orders, and a Competitor campaign that reached 3.7x ROAS. February is excluded from the totals because that's the month we spent fixing the tracking the numbers now depend on.
Founder testimonial coming soon.
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