How we took a cosmetics brand from 10–20 conversions a month to 299 at a 13.59× ROAS
A cosmetics brand was spending on Google Ads and getting a trickle of sales back. We rebuilt the account around product margins and Target ROAS bidding. Within 30 days it was producing 299 conversions and £13.59 in conversion value for every £1 spent.
The numbers, straight from Google Ads
- 299 conversions in 30 days, up from 10–20 a month before we took over: roughly 15 to 30 times more.
- 13.59× ROAS on £47,172 of spend, up from 11.72× the previous month, while spend rose only 1.5%.
- Fewer clicks, more sales: impressions fell 7.5% and clicks fell 2.6%, yet cost per conversion dropped to £160.72.
Spending on Google, selling almost nothing
Before working with us, the brand was getting only 10–20 conversions a month from Google Ads. Budget was going out every day, but the account had no clear link between what it spent and what it earned.
Monthly conversions
Before Global PPC vs first 30-day reporting period
From 732K impressions to 13.59× return
Every stage of the funnel, using the account's own numbers for the 30-day period.
Bar widths are illustrative, not to scale.
Four steps to a 13.59× ROAS
No tricks and no one-off spike: a structured rebuild that made Google bid on the sales that actually make money.
Fix the data
We audited conversion tracking so Google only counted real purchases, with the right values.
- Purchase values checked
- Duplicate actions removed
- Enhanced conversions on
Rebuild around margin
We split products by margin and performance so best-sellers stopped fighting weak lines for budget.
- Feed titles optimised
- Products grouped by margin
- Shopping + PMax split
Bid on value
Each campaign moved to Target ROAS with its own target, set from real margins rather than guesswork.
- Per-campaign ROAS targets
- Max conversion value on top line
- Targets raised as data built
Scale and prune
Budget moved towards the highest-return campaigns while wasted search terms were cut every week.
- Weekly search-term reviews
- Budget shifted to winners
- Low-ROAS products capped
Every top campaign returned over 10×
ROAS (conversion value ÷ cost) for the four leading campaigns in the account.
Same budget. Fewer clicks. More return.
Compared with the previous 30 days, spend barely moved, yet every pound worked harder.
More value from every pound spent.
Each sale got cheaper to win.
Essentially flat budget.
Less wasted traffic, better buyers.
“Project management was highly professional, structured, and transparent throughout the engagement.”
Global PPC LTD increased conversions from 10–20 per month to 299, with a ROAS of 13.59 and a conversion value of approximately £270,000.
What we did differently
| Typical PPC agency | Global PPC | |
|---|---|---|
| Optimises for | Clicks, CTR and impressions | Conversion value and ROAS |
| Campaign structure | One catch-all Shopping campaign | Products grouped by margin and performance |
| Bidding | Default bidding, rarely reviewed | Target ROAS set per campaign from real margins |
| Tracking | Assumed correct | Audited in week one before any scaling |
| Proof | Selected metrics in a slide deck | Raw platform numbers plus a verified client review |
What would a better ROAS be worth to you?
Move the sliders to compare your current return with the ROAS this account achieved.
Illustration only, not a forecast or guarantee. Achievable ROAS depends on your margins, products, market and tracking.
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Questions about this case study
What ROAS did Google Ads achieve for this cosmetics brand?
The account achieved a 13.59× ROAS over 30 days (21 April to 20 May 2026) on £47,172 of ad spend, up from 11.72× in the previous 30 days.
How many conversions did the campaigns generate?
The campaigns generated 299 conversions in 30 days, up from 10–20 conversions a month before Global PPC took over the account, at a cost of £160.72 per conversion.
Which Google Ads campaign types were used?
Google Shopping and Performance Max campaigns, with Target ROAS bidding set per campaign. The best campaign returned 19.02× and every top campaign returned over 10×.
How did ROAS improve without increasing budget?
Spend rose only 1.5% month on month while ROAS rose 16%. Clicks fell 2.6%, showing that budget moved away from low-value traffic towards shoppers more likely to buy.
Is this result verified?
Yes. The figures come directly from the client's Google Ads account, and the client confirmed the result in a verified 5-star review on Clutch.
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