Google Ads Efficiency Optimisation - Kitchenware E-commerce

Google Ads account for a kitchenware retailer selling knives, cookware and sharpeners. The account was profitable but spending more than it needed to for the revenue it produced. The objective was to cut wasted spend without losing sales volume.

Over one month, compared to the previous month:

Spend reduced by 13% (€1,415 → €1,233)
Revenue held flat — same sales, materially lower cost
ROAS up from 6.64 to 7.52 (+13%)
Conversions up 18.5% (725 → 859)
Cost per conversion down 26%, from €1.95 to €1.44
Average CPC down 13.5%, with click volume unchanged

Approach:

The account was buying its traffic too expensively rather than buying the wrong traffic — click volume was healthy, but the cost of each click had drifted upward and a meaningful share of spend sat on queries that never converted.

I worked through the search term data to identify where budget was leaking, expanded negative keywords accordingly, and restructured campaigns so that high-intent product searches weren’t competing for budget with broad category browsing. Bid targets were recalibrated to the account’s actual profitable range instead of the inherited one, and ad relevance was improved to bring CPCs down.

The result: the same click volume and the same revenue for 13% less spend. Freed budget could then be redeployed into the campaigns that were demonstrably profitable rather than subsidising the ones that weren’t.

Screenshots from the Google Ads interface available on request.