Case study · Google Ads

ROAS 457% for a VPN service: $6,624 in Google Ads brought $30,258

Conversion revenue$30,258on the screenshot

ROAS457%

Best campaign×40 returnon the screenshot

~$950average weekly spend

73%of revenue from 5 priority campaigns

91–97%impression share on priority campaigns

The client is a SaaS VPN service that wanted to grow paid subscriptions across several markets without losing acquisition profitability.

Goal: Scale paid subscriptions through Google Ads in a category with very heavy competition — the biggest players take most high-intent queries.

What were the problems and how we solved them

Problem: VPN is a category where the most profitable queries have long been dominated by major players. A new advertiser struggles to get impressions on them at a reasonable cost.
Solution: We focused on queries where the user is already ready to pay for a subscription and optimized campaigns for conversion value rather than click volume.

ROAS 457%$4.6 for every dollar spent

Problem: Returns varied dramatically between campaigns: the best ones hit up to ×40, while campaigns with low impression share spent more than they brought in.
Solution: We analyzed each campaign individually. The top five generated ~73% of all conversion value at ~15% of the cost — they became the foundation for scaling.

73% of revenue from 15% of budgetcampaigns with <10% impressions — in the red

Problem: Some campaigns got less than 10% impression share — budget was draining while ROAS stayed below one.
Solution: We managed the account separately by market and pushed impression share on priority campaigns to 91–97%, locking the top of search results for key queries.

91–97% impression sharemanaged separately by market