Case studies

Real accounts. Real numbers.

How we fixed tracking, restructured campaigns and rethought bidding to get more out of the same Google Ads budget.

E-commerce: +88.6% ROAS Music software: -58.0% CPA Local restaurant: More direct orders
Case study 01 · E-commerce

Nearly doubling ROAS on the same budget for a German collectibles shop

Actionfiguren-Shop, an online retailer of action figures, came to us unhappy with their previous agency’s performance and communication. We took over the account in May 2024.

ClientActionfiguren-Shop
MarketGermany
ModelB2C online retail
PeriodDec 2022 vs. Dec 2024
ChannelGoogle Ads
13.2x
ROAS in Dec 2024
7x
ROAS with previous agency (Dec 2022)
+88.6%
ROAS improvement
€0
Extra budget needed

The challenge

  • Basic GA4-only tracking limited measurement and optimization
  • No Consent Mode V2 or enhanced conversions, a GDPR and data gap
  • Inefficient campaign structure and keyword targeting
  • Ad creatives with room to improve quality scores

What we did

  • Rebuilt tracking in Google Tag Manager
  • Implemented Consent Mode V2 and enhanced conversions
  • Full audit, using historical data to keep what worked and cut what didn’t
  • Launched campaign types aligned with the client’s goals
  • Revamped ad creatives together with the client

Ongoing optimization

  • Continuous negative keyword work to keep traffic relevant
  • Removed underperforming audiences and demographics
  • Excluded low-performing regions
  • Balanced brand vs. non-brand budget to avoid overpaying for branded traffic
ROAS went from 7x to 13.2x at the same monthly spend, without inflating results with extra branded traffic.

2023 is excluded from the comparison because the account ran on a much smaller spend for part of that year.

Case study 02 · Music software (SaaS)

More brand reach at a fraction of the cost per click

A leading music software company (name under NDA) needed to defend its brand against a major competitor bidding on its brand terms, while keeping brand spend under 15% of the total budget.

ClientUnder NDA
ModelSubscription + e-commerce
Monthly spend$50,000+
ChannelGoogle Ads
-68.4%
Brand CPC
-58.0%
CPA
+31.1%
Conversions
+74.2%
Brand traffic
+82.8%
Search impression share
-45.0%
Brand spend

The challenge

  • Biggest competitor bidding on the client’s brand keyword
  • ~25% of budget going to brand traffic vs. a 15% target
  • Only ~25% search impression share despite the spend
  • Target impression share bidding at 90% absolute top, with max CPC 4 to 5x above avg. CPC
  • Client required at least 90% absolute top of page

What we did

  • Cut max CPC from $4.00 to $0.50, much closer to the actual avg. CPC
  • Gave the algorithm a few weeks to adapt and monitored impression share and traffic
  • Lowered max CPC step by step to $0.35, just $0.17 above the ~$0.18 avg. CPC

What we learned

  • Go against intuition. A lower bid cap unlocked more reach, not less
  • Google isn’t your best friend. With a loose max CPC, it pushes rank and CPC higher than you need
  • It doesn’t always work. Best when absolute top is well above your target
Results 60 days after the first max CPC cut: brand spend down from ~25% to under 15% of budget, with more traffic and conversions. Absolute top of page dipped 15.1%, a trade-off the client could afford.
Case study 03 · Hospitality

Winning direct orders back from Uber Eats for a local restaurant

Dumpling Dojo had never run Google Ads and wasn’t sure it would pay off. Most delivery orders came through Uber Eats, which takes a high commission on every sale. The goal: drive orders through their own ordering platform.

ClientDumpling Dojo
MarketNew Jersey, USA
IndustryRestaurant / Asian cuisine
ChannelGoogle Ads
+31.1%
Conversions
-58.0%
Cost per conversion
+74.2%
Traffic
-68.4%
Avg. CPC

The challenge

  • No prior Google Ads experience and doubts about ROI on restaurant margins
  • Heavy reliance on third-party delivery apps and their commissions
  • A fixed delivery area: every click outside it is wasted spend

What we did

  • Radius targeting around the restaurant to match the delivery area
  • Local food search campaigns to capture nearby demand
  • Brand campaign so searches for Dumpling Dojo don’t end up on Uber Eats
  • All traffic sent to the restaurant’s own ordering system

What the client learned

  • Google Ads works for restaurants, even on small margins, when managed well
  • Tight geo-targeting keeps every click relevant
  • You can win traffic back from Uber Eats and keep the margin
  • Short and long term: new customers can become regulars
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