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Tabs-
Food

  • Category Foods
  • Client Tabs
  • Start Date February 1 – 28, 2023
  • Handover April 1 – 30, 2023
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Tabs’ Data-Driven Food Performance Overhaul – Case Study Breakdown

Before (February 1 – 28, 2023)

  • + Purchases / Sales: 118.34K
  • + Conversion Value / Cost: 6.09
  • + Cost per Conversion: $5.56
  • + Total Cost: $18.9K

After (April 1 – 30, 2023)

  • + Purchases / Sales: 164.9K
  • + Conversion Value / Cost: 13.74
  • + Cost per Conversion: $2.54
  • + Total Cost: $12.7K

Key Observations

  1. 1. Significant Increase in Purchases/Sales

    Volume of purchases rose from 118.34K to 164.9K, showing that the campaign reached and converted more users in the "After" period.

  2. 2. Improved Return on Ad Spend (ROAS)

    Conversion value/cost nearly doubled (6.09 to 13.74), indicating a much higher ROI for each dollar spent on ads.

  3. 3. Lower Cost per Conversion

    Cost per conversion dropped from $5.56 to $2.54, suggesting more efficient budget usage and better targeting or ad relevance.

  4. 4. Reduced Overall Spend

    Interestingly, total cost went down from $18.9K to $12.7K—even while sales went up. This points to eliminating wasted spend or improving bidding strategies so effectively that the advertiser could capture more conversions at a lower total cost.

  5. 5. Possible Reasons Behind the Changes

    • ✦ Bid Optimization: Switching to or refining an automated bidding strategy (Example- Target CPA or Maximize Conversions) can drastically lower cost per conversion.
    • ✦ Keyword & Audience Refinement: Pausing underperforming keywords, adding negative keywords, or honing audiences can reduce wasted spend.
    • ✦ Enhanced Ad Copy & Landing Pages: Better message match, stronger calls to action, and an improved user experience can boost conversion rates.
    • ✦ Seasonality or Promotional Offers: If April was a promotional period or peak season, the heightened user intent could also contribute to higher conversions.
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Case Study: From Costly Conversions to Scalable Efficiency

Initial Challenges and Goals

  • Challenge: The client’s campaign was bringing in a solid number of sales but at a higher-than-ideal cost. They wanted to scale up sales volume without inflating their overall ad spend.
  • Goals:
    1. – Increase Purchase Volume while ensuring profitability.
    2. – Lower Cost per Conversion to improve ROAS.
    3. – Reduce Overall Spend if possible, without sacrificing results.

Our Approach

  1. 1. Comprehensive Account Restructuring

    • Grouped top-performing products or keywords into dedicated campaigns for more precise bidding.
    • Introduced negative keywords to eliminate irrelevant traffic.

  2. 2. Ad Copy & Creative Optimization

    • Tested multiple variations of headlines, descriptions, and visuals.
    • Aligned messaging closely with landing pages to boost Quality Score and conversion rate.

  3. 3. Smart Bidding & Budget Allocation

    • Adopted automated bidding strategies (Example- Target ROAS or Target CPA) to dynamically optimize bids in real time.
    • Shifted budget from underperforming segments to those yielding better ROI.

  4. 4. Conversion Tracking & Data Analysis

    • Set up accurate tracking to measure the full value of each sale or lead.
    • Used the data to refine campaign settings, focusing on the highest-converting demographics, devices, and times of day.

Specific Improvements in Metrics & Performance

  • Purchases/Sales: Rose from 118.34K to 164.9K
  • Cost per Conversion: Decreased from $5.56 to $2.54
  • Return on Ad Spend (ROAS): Conversion value/cost improved from 6.09 to 13.74
  • Overall Ad Spend: Dropped from $18.9K to $12.7K, despite significantly higher sales volume

Key Takeaways & Lessons Learned

  1. Efficient Targeting Beats Pure Volume: By refining keywords, audiences, and creative, we increased conversions while actually lowering total spend.
  2. Automated Bidding Can Deliver Big Wins: Smart bidding, when fed with accurate conversion data, can drastically optimize cost per conversion.
  3. Always A/B Test: Ongoing experimentation with ad creatives and landing pages ensures continuous improvement.
  4. Data-Driven Resource Allocation: Focusing budget on top-performing campaigns or product groups can quickly boost ROI and reduce wasted spend.

By employing a data-driven strategy that combined refined targeting, automated bidding, and continuous testing, we achieved dramatic gains in both sales volume and cost efficiency. These results underscore the power of methodical campaign optimization and highlight what can be accomplished with the right mix of analytics, creativity, and scalable best practices.

If you’re interested in learning how we can apply these proven techniques to elevate your Google Ads performance, contact us today. We’d be delighted to discuss how our expertise can help maximize your digital marketing ROI.

We Scaled a Food Business from 118K to 165K Purchases with Full-Funnel Google

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  • Purchases / Sales: 164.9K
  • Conversion Value / Cost: 13.74
  • Cost per Conversion: $2.54
  • Total Cost: $12.7K
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For those of us who are blessed with good sight. So we seldom consider it. That’s why going off to investigate the whys and hows involved is a little like trying to get behind the wind

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