A 90-day Google Ads performance audit for a home supply care products business, uncovering budget inefficiencies, bidding issues, tracking gaps and a clear path to controlled growth.
The account had generated strong reported online conversion value, but campaign-level performance revealed a structural problem: the advertising budget was not aligned with performance.
Over the 90-day period, approximately CA$72,717 was spent and CA$202,665 in reported online conversion value was generated, resulting in a 308% overall ROAS.
A campaign-level view revealed that some of the strongest opportunities were receiving less budget than campaigns producing significantly lower returns.
| Campaign | Spend | ROAS | Key Finding |
|---|---|---|---|
| Canada-wide PMax – Doors | CA$5,254 | 762% | Strongest performer, underfunded |
| Shopping – Doors | CA$4,808 | 489% | Profitable but budget constrained |
| Bridgeport PMax | CA$1,821 | 480% | Strong CTR but underfunded |
| Shopping | Tesoro | CA$15,975 | 185% | Highest spend, weak return |
| Manual CPC – Shopping Tesoro | CA$4,245 | 125% | Inefficient bidding strategy |
| Burlington Store Visit PMax | CA$1,357 | 83%* | Modelled store visits, no verified purchase data |
The highest-spending campaign was not the highest-performing campaign. More than CA$15K in spend was sitting in underperforming campaigns, creating a major opportunity cost.
Account-wide impression share loss was approximately 31.67% to budget and 53.82% to rank. This indicated that increasing spend alone would not solve the problem.
Manual CPC, Maximise Clicks and overly restrictive Target ROAS / CPA settings were preventing several campaigns from optimising toward the desired commercial outcome.
Shopify integration alerts, unverified store-visit values, view-through conversions and missing offline conversion imports meant reported ROAS needed stronger data validation.
Instead of simply increasing media spend, the recommended strategy focused on reallocating, restructuring and scaling what was already working.
Establish a reliable measurement foundation before making major scaling decisions.
Move spend from inefficient campaigns toward proven high-return opportunities.
Align campaign bidding with revenue objectives instead of traffic volume alone.
Create a cleaner portfolio with stronger campaign separation and less overlap.
Use proven performance patterns to identify additional acquisition opportunities.
Protect algorithmic learning while increasing investment in the strongest campaign.
The proposed reallocation maintained the total daily budget at approximately CA$809/day, shifting investment toward stronger-performing campaigns.
| Campaign | Current / Day | ROAS | Proposed / Day | Change |
|---|---|---|---|---|
| Canada-wide PMax – Doors | CA$58 | 762% | CA$95 | +CA$37 |
| Remarketing – Doors | CA$100 | 390% | CA$110 | +CA$10 |
| Shopping – Doors | CA$53 | 489% | CA$80 | +CA$27 |
| Bridgeport PMax | CA$20 | 480% | CA$33 | +CA$13 |
| Search | Interior Doors | CA$30 | 231% | CA$38 | +CA$8 |
| Brand Specific | CA$24 | 275% | CA$28 | +CA$4 |
| Shopping | Tesoro | CA$177 | 185% | CA$120 | −CA$57 |
| Manual CPC – Shopping Tesoro | CA$47 | 125% | CA$30 | −CA$17 |
| Store Visit PMax | CA$37 | — | CA$23 | −CA$14 |
| Burlington Doors PMax | CA$30 | 225% | Pause | Pause |
The audit identified multiple quantified opportunities across budget reallocation, campaign scaling and new channel expansion.
Note: The figures in this section are audit-based projections and recommendations from the supplied analysis document. They should not be represented as achieved post-implementation results unless independently verified.
The biggest opportunity identified in this account was not simply an increase in advertising spend. It was understanding where the budget was going, why certain campaigns were underperforming, what was already working and how resources could be redistributed intelligently.
By combining campaign restructuring, bidding optimisation, budget reallocation, conversion tracking and controlled scaling, the account had a clear framework for stronger efficiency and sustainable growth.
We use data-driven performance analysis to identify inefficiencies, improve campaign economics and build scalable acquisition systems.
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