Case study · eCommerce
Less budget,
more verified orders.
Same eCommerce site, two nine-month periods: Google Ads spend fell from €15,830 to €9,213, while verified orders rose from 2,008 to 2,850.
The numbers
What changed.
The two periods have the same length (January – September 2024 and October 2024 – June 2025) but they are not an A/B test: they cover different seasons and may be affected by prices, demand and availability.
The starting point
The problem.
The client brought us in after months of campaigns considered inefficient, with one clear constraint: cut the budget.
The account also counted actions such as phone calls as conversions, even though they did not represent the purchase process. Adding up different signals made it impossible to tell which campaigns generated orders.
The work
What we did.
- Orders as the primary conversionWe separated the events useful for diagnosis from the conversions used for optimisation: only purchases drive bidding.
- A check against real ordersGoogle Ads data was compared with the orders and revenue recorded by the site, with consistent transaction IDs, values and currency.
- Products and campaignsProducts and campaigns were analysed for performance, catalogue fit and economic sustainability.
Read more
The method, step by step.
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