Google Ads management for the Design ecommerce: ROAS multiplied by 5.5

Design is a Chilean retailer of building materials, wall coverings and finishes, with a catalog of porcelain tile, ceramics, flooring, decking and panels. Its paid channel existed and did not perform.

A ROAS of 0.93 means paid media does not pay for itself: every peso invested returned less than a peso, and adding budget only grows the loss.

The problem was not volume but what each click was buying.

• Return below break even: the channel consumed budget without sustaining itself on its own revenue.
• Expensive, unqualified traffic: a high cost per click on an audience that did not end up buying.
• No revenue attribution: without revenue measured per campaign, any budget reallocation is a bet.

Deciding on intermediate metrics, across product families that behave very differently, leads to investing where the clicks are rather than where the sales are.

We reorganized the account by product family and campaign type, and measured every decision against attributed revenue instead of intermediate metrics.

The work was about efficiency: improving what each peso buys before increasing how much gets spent.

Structure by product family

• Search by catalog category: wall coverings, UV coverings, insulation, floating floors and new products, plus a brand campaign.
• Shopping fed by the Google Merchant Center feed integrated with the store.
• Performance Max by product family, to cover Google's full inventory.
• Display for brand coverage and remarketing.

Measurement that allows decisions

• Conversion and revenue tracking on Google Analytics 4 and Google Tag Manager.
• Google Ads account linked to the property, to attribute revenue, transactions and return campaign by campaign.

Continuous optimization

• Work on the quality of purchased traffic to lift CTR and bring cost per click down.
• Budget reallocated toward the campaigns and families with the best return.

Architecture and technology

• Google Ads with Search, Shopping, Performance Max and Display, segmented by product family.
• Google Analytics 4, Google Tag Manager and a Google Merchant Center feed.

Learn more about SEM campaign management.

The channel went from not paying for itself to being one of the ecommerce sales engines.

Starting point

• ROAS of 0.93: every peso invested returned less than a peso.
• CTR of 2.84% and cost per click of 65.

Results

• ROAS of 5.11, multiplied by 5.5.
• CTR improved 60%, from 2.84% to 4.55%.
• Cost per click reduced 46%, from 65 to 35.
• 53,946,135 in attributed revenue and 421 transactions from paid media.
• 410,759 clicks and 11,816,594 impressions, with an accumulated ROAS of 2.74 over the whole period.

Strategic impact

• Investment is reallocated on attributed revenue, so every decision can be defended with a number.
• The same feed that powers the store feeds paid media, with no duplicated maintenance.