When you hear numbers like a 6,407% return on ad spend (ROAS), it may sound like a pipe dream. But for our client, Nazdar SourceOne, that number became reality and was driven by a refined Google Shopping strategy tailored to the unique dynamics of B2B eCommerce.
With the right mix of precision, data, and paid media mastery, we transformed a respected industry brand into a digital revenue engine.
Understanding ROAS in Google Ads
Before we dive into the strategy, let’s lay the foundation for ROAS.
ROAS (Return on Ad Spend) is a key performance metric that answers one big question: For every dollar I spend on ads, how much do I get back in revenue?
To calculate ROAS in Google Ads, divide your revenue, aka your income from advertising, by the cost of the ads. For instance, if you spend $1,000 and generate $64,070 in revenue, that’s a 6,407% ROAS. Not bad, right?
But what qualifies as a “good” ROAS for Google Ads? Industry, profit margins, and goals all play a role in this. This number can range anywhere from 2:1 to 4:1 or better depending on the brand and the campaign. For eCommerce, a 400% ROAS is considered solid. Which makes our result not just good, but exceptional.
Why Google Shopping Ads Work
Google Shopping Ads aren’t just another ad placement. They’re a visual, intent-driven product discovery and shopping engine. For B2B brands like Nazdar SourceOne, this meant a direct line to decision-makers with the right message at exactly the right moment. Learn more about leveraging paid ads for manufacturing marketing here.
Unlike traditional text ads, Shopping Ads feature a product image, price, title, and brand right within Google search results, which serves as prime real estate for high-converting clicks. This visibility translates into higher engagement and, when done right, a serious boost in ROAS.
The Nazdar SourceOne Challenge
As a leading distributor of screen printing, digital, and textile printing equipment, Nazdar SourceOne had a massive product catalog, but not enough eyes on it. Traffic wasn’t a problem. Qualified traffic was. They needed buyers who were ready to click and convert.
Our goal was to drive eCommerce revenue while supporting awareness of their full product offering across a wide array of commercial buyers. This required a precise Google Shopping campaign optimization effort that could scale.
Our Google Shopping Strategy
We didn’t just flip a switch and hope for the best. Our team doesn’t believe in “a launch it and leave it campaign.” Success had to be built, and we knew this required a comprehensive, multi-layered approach focused on:
1. Product Segmentation
We sorted products by margin, popularity, and inventory to prioritize budget and bidding strategy around the most impactful SKUs.
2. Full Funnel Paid Media Integration
This strategy wasn’t just about Shopping. We connected data from Search and Display campaigns to nurture leads at every stage of the funnel.
3. Shopping Campaign Architecture
We built campaigns using a priority-based structure to control where and when products showed up, improving our ability to fine-tune ROAS.
Together, these tactics laid the foundation for a smart, scalable Google Shopping strategy that delivered real results and maximized every dollar spent.
Bid Management and Monitoring
When it comes to Shopping campaigns, ROAS thrives on control and iteration. We executed a tailored shopping ads bidding strategy that combined:
- Manual bid adjustments for high-value, high-margin SKUs
- Smart Bidding for long-tail and emerging products
- Negative keyword sculpting to eliminate irrelevant traffic
Google Shopping ads monitoring was performed daily. We looked at impression share, search term reports, and device-level performance to identify quick wins and long-term trends.
This tight feedback loop helped us refine bids and ensured our Google Shopping bid management stayed ahead of the competition.
How We Optimized Google Shopping Campaigns
A strong campaign setup means little without ongoing optimization. Even the most well-structured campaign can underperform without vigilant optimization. Market signals change fast, which meant our strategy needed to also. Our focus was on continuous performance tuning:
- Product feed optimization: We cleaned titles, enriched descriptions, updated GTINs, and professional images to improve feed health and quality scores.
- Search query refinement: We zeroed in on the search terms that actually converted and cut those that didn’t.
- Device and geo adjustments: We adjusted bids by device and region, customizing spend based on how real users behave.
These tactics aligned perfectly with best practices on how to optimize Google Shopping ads and are critical to long-term success.
Results: 6,407% ROAS and Beyond
Now let’s dive into the numbers. These numbers didn’t just look good on a dashboard; they represented real business impact. Over the course of the campaign, we delivered:
- 6,407% ROAS
- 22% sales volume increase YoY
- 33% organic revenue increase YoY
This wasn’t just about high ROI; it was about scale. We expanded product visibility, reduced cost-per-click, and improved customer acquisition across a highly specific B2B audience.
Emerging Trends in Google Shopping Campaign Optimization
With the digital space constantly evolving, here’s what we’re leaning into for even stronger Shopping performance:
- First-party data layering: Using customer match lists to refine audience targeting and bidding.
- AI-powered feed optimization: Automating feed improvements via natural language processing to match real search behavior.
- Performance Max Testing: Running Performance Max alongside Shopping to expand reach while maintaining ROAS controls.
As Google continues to prioritize automation, a hybrid approach combining Smart Bidding with strategic human oversight will be key to maintaining profitability.
Key Takeaways
- Google Shopping campaign optimization is not set-it-and-forget-it; it’s a living strategy that requires constant tuning.
- ROAS is a tool, not just a bragging point. Use it to inform every budget and bid decision.
- A segmented approach to bidding, monitoring, and feed management are pillars of long-term success in paid advertising.
How emfluence Can Help
If your brand is struggling with stagnant Google Ads performance, or if you’re unsure how to unlock greater value from your current ad spend, we’re here to help. Our Paid Media services are designed to drive meaningful ROI using sophisticated, data-driven approaches tailored to your market.
We can:
- Audit your current campaigns.
- Uncover the inefficiencies in your advertising strategy.
- Offer personalized guidance on Google Shopping optimization built for your market.
Whether you’re trying to understand how ROAS works or need a full-funnel digital strategy, we’re your growth partner.
Let’s Take your Google Shopping ROAS to the Next Level
Ready to supercharge your Google ROAS? Let’s talk! Contact emfluence at expert@emfluence.com for a strategic consultation and get your own Google Shopping success story started.
This post was researched by humans, drafted by AI, and reviewed & rewritten by our marketing experts.
