Wooden Interiors Ecommerce - Google Ads Cleanup

Background

Family-owned European ecommerce brand selling premium acacia-wood interior elements – countertops, stair treads, windowsills, decking, wall panels. Active Google Ads account with steady traffic but performance flat at around 4x ROAS. Most of the monthly budget was being absorbed by low-converting campaigns, and the founder couldn’t tell which ones were actually making money.

The account looked busy but wasn’t profitable:

PMax was quietly carrying the account – the rest was noise
dozens of legacy Search and Display campaigns, half paused, half active, all leaking budget
no clean separation between high-margin and low-margin products
founder couldn’t make a decision because nothing in the account was interpretable

Execution

This wasn’t a scale project – it was a cleanup. Full account audit, then surgical changes:

identified that ~20% of spend was generating ~90% of revenue (the textbook Pareto pattern)
disabled the campaigns and ad groups dragging the account ROAS down
added long negative keyword lists – cut traffic for searches that historically never converted
excluded chronically low-ROAS products from PMax so the algorithm focused on the winners
tightened geo and audience targeting on the survivors
restructured the remaining campaigns so each one served one clear purpose – no budget overlap

Lead Flow

For an ecommerce account the lead flow is simple – click to checkout. The real change was upstream of that:

search query or shopping impression matches a winning product
click hits the PDP – no more wasted clicks on out-of-stock or low-margin SKUs
checkout completes against a product the account is actually built to sell
conversion data feeds back into the smart bidding cycle, compounding the cleaner signal

Why It Worked

Most accounts don’t need more aggression – they need less noise. Removing budget leaks lets the winners compound. The same monthly budget started generating more than twice the revenue because every dollar finally landed on a campaign that knew what to do with it.

PMax fed cleaner conversion signal – smart bidding got smarter, not noisier
founder could finally see what was working without scrolling through 30 campaigns
decisions became fast – if it’s not in the top-20% of spend, the answer is usually pause

Results

ROAS before cleanup: ~4x
ROAS after cleanup: ~10x
Monthly spend: ~$1,600 (roughly unchanged)
Revenue per dollar spent more than doubled at the same budget
Decision speed: founder went from ‘I don’t know what’s working’ to a one-look dashboard

Takeaway

For ecommerce accounts that have been running for a while, the next 2x ROAS isn’t always behind a new campaign – it’s often hiding under five years of dead ones. An audit, a Pareto cut, and a clean structure can do more than another round of testing.

Project info

Talk With Expert

+1 (508) 388-5914

Email us

phil@philgrabowski.com

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