Regal Pet
Online pet store. We grew the account from 8x to 13x ROAS by optimising for real sales, not clicks.
Context
Regal Pet is an online pet store. Acquisition comes through Google Ads, mainly Shopping and Performance Max.
The challenge
Ads were bringing traffic, but they needed to bring real sales. Revenue tracking had to be checked: a gap between Google and the site leads to wrong decisions.
What we decided
We optimised campaigns around real sales value, not interactions, and structured them around the products that actually sell.
What we did
- ✓Restructured around Maximize Conversion Value
- ✓Performance Max by product range
- ✓Brand-protection Search
- ✓Revenue tracking validation
Result
At the start, every 1 spent brought back over 8 in sales (8.2x ROAS on the account). The account now runs at ~13x, with peaks of 14-18x on Performance Max campaigns. Sales grew month after month, past 270,000 RON per month, while the ad budget stayed at ~€300/month, under 6% of revenue.
What you can apply to your business
Optimize for real revenue
For Regal Pet, the ads were bringing traffic, but the right call was to track real sales. In your business, first check that Google Ads and your website show the same order value. Then optimize campaigns for revenue, not clicks or interactions. This way you avoid raising the budget on ads that look good in reports but do not bring money.
Separate the products that sell
We built the campaigns around the products that sell, with Performance Max split by product range. Performance Max is an automated Google campaign across several channels. In your business, do not treat every product the same. Group them by interest and sales, then let the budget flow clearly toward the areas that bring orders.
Protect searches for your name
For Regal Pet, we also ran Search campaigns that protect the brand. Search means ads shown when someone actively searches on Google. When people look for your company name, they should find you quickly and clearly, not a competitor. For a small business, brand campaigns help most when there is competition in Google results.
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