Case study · Google Ads
PLN 580,000 in Google Ads for a DIY Store in Europe: 430% ROAS in 8 Months
- Geo: Europe
- Channel: Google Ads
- Period: 8 months
- Currency: PLN
×3budget growth over 8 months
8campaigns drove 92% of all revenue
PLN 497average order value
The client is an online home improvement store with a wide product range in Europe. The catalog is large, categories vary a lot — each has its own demand, price point, and margin. Before us, the client had already been running Google Ads on their own.
Goal: scale the ad budget without losing profitability. They needed high sales volume while keeping ROAS steady as spend grew.
- Total Spend — all spend for the period
- Conv. value / cost — ROAS 4.32 (430% on conversions)
- Conversions — 5,026 conversions
- Avg. CPC — average cost per click PLN 2.87
- Best campaign — ROAS 5.29×, 1,585 conversions
- Most efficient small campaign — ROAS 7.83×, CTR 27.54%
What went wrong and how we fixed it
1. Growth ceiling
- Problem
- Every time they increased the budget, ROAS dropped. The campaign structure couldn't scale without losing profitability — small tweaks didn't fix it.
- Solution
- Full audit and rebuild of Google Shopping. Added Performance Max with custom audience signals — algorithms found buyers faster. Budget was increased step by step to protect the learning phase.
budget ×3ROAS 430%
2. Decisions without data
- Problem
- No end-to-end analytics — impossible to tell which campaigns made money and which just burned budget.
- Solution
- Set up GA4 and a Looker Studio dashboard. Each campaign got its own numbers — budget was shifted from weak campaigns to strong ones, weak ones were turned off.
8 campaigns = 92% of revenue
3. Long decision cycle
- Problem
- Home improvement products — people compare for a long time and leave without buying.
- Solution
- Launched dynamic remarketing for product viewers. Warm audiences cost less than cold ones.
CTR up to 27.54%avg. order PLN 497
