Google Ads Optimisation - Nail Polish E-commerce (Baltics)

A small-budget Google Ads account for a nail polish retailer. The brief wasn’t “spend more” — it was to prove the account had headroom before the client committed a larger budget.

Over one month, compared to the previous month:

Conversions up 51% (55 → 84)
ROAS improved from 13.3 to 14.3 — return went up while spend went up
Cost per conversion down 20%, from €2.65 to €2.13
Average CPC down 13%
CTR up from 14.9% to 17.6%
All of it on a 22% budget increase

What I actually did:

The account was profitable but undisciplined. Budget was spread across search queries with very different buying intent, and the bidding strategy wasn’t distinguishing between them — high-intent product searches and vague browsing traffic were being paid for at similar rates.

I restructured the campaigns around intent, then tightened match types and built out negative keywords so spend concentrated on the queries that were converting. Ad copy was rewritten for relevance, which lifted CTR sharply and pulled CPC down as a knock-on effect. With the efficiency floor established, I adjusted bidding to let the account take on more volume without loosening the ROAS target.

The outcome: a 22% budget increase produced 51% more conversions and a better return than before — scaling without the usual efficiency trade-off. Full screenshots from the Google Ads interface available on request.

Screenshots from the Google Ads interface available on request.