Google Ads case study · Ecommerce launch
£73,500 in attributed purchase value at a reported 17.26x ROAS.
A transparent one-month snapshot from an anonymised UK home-furnishings ecommerce account, following a focused Performance Max rollout, structured product data and controlled budget allocation.
The approach
Make the catalogue easier to manage, then let the budget follow the evidence.
The account was organised around a small number of clearly defined campaign roles. Product data was classified into useful groups, the main Performance Max structure was refreshed, and budget was moved as purchase data developed.
The goal was not to manufacture complexity. It was to make product-led performance readable, keep branded demand separate and give the strongest campaign enough room to scale.
- 01Structured 79 catalogue rows by product family, feature and range
- 02Rebuilt the main UK Performance Max campaign and paused superseded structures
- 03Added a focused Performance Max layer for stronger products
- 04Separated branded Search traffic and adjusted budgets as results developed
Where the value came from
Performance Max generated most of the reported purchase value.
| Campaign group | Spend | Attributed purchase value | Reported ROAS | Share of value |
|---|---|---|---|---|
| All Google Ads | £4,258.64 | £73,500.02 | 17.26x | 100% |
| Performance Max | £4,058.35 | £64,452.04 | 15.88x | 87.7% |
| Brand Search | £200.29 | £9,047.99 | 45.17x | 12.3% |
Product-led contribution
Performance Max accounted for 87.7% of the Google Ads-attributed purchase value. The refreshed main campaign generated £47,806.28 of value at a reported 16.23x ROAS on its own.
Why the split matters
Branded Search was highly efficient but represented only 12.3% of attributed value. Showing it separately avoids presenting the whole result as if it came from capturing existing branded demand.
Performance Max contribution
£64,452 in attributed purchase value from product-led campaigns.
- Attributed purchase value
- £64,452
- Spend
- £4,058
- Reported ROAS
- 15.88x
Measurement note
What this result does and does not prove.
These figures come from Google Ads reporting for 1 to 31 August 2026. The conversion action recorded purchases, and the values shown are Google Ads-attributed purchase value rather than independently audited business revenue or profit. Reported conversions may be fractional or modelled. This is a single-period account snapshot, not a controlled before-and-after test, and it should not be treated as a guarantee of future performance.
Your account
Want a product-led Google Ads plan?
I’ll review your campaign structure, feed, search terms, tracking and budget allocation, then show you what I would prioritise.