ROAS CASE STUDY · 01 / 10
Micromobility RETAIL
A multi-brand e-scooter and e-bike retailer, scaled on Google into eight figures of revenue.
The CLIENT
A multi-brand electric scooter and e-bike retailer with thousands of SKUs, physical showrooms and nationwide shipping. Average order value around $1,900, with a long accessory and parts tail underneath the hero units.
The CHALLENGE
A six-figure annual budget was flowing through a handful of catch-all Shopping campaigns. Brand and non-brand traffic were mixed together, Performance Max was quietly taking credit for brand searches that would have converted anyway, and premium-unit bids were being spent on $30 spare-part queries. ROAS had been stuck around 2.9x for three quarters.
What we DID
- Rebuilt Shopping around margin tiers and price bands, so bids reflect what each product is actually worth to the business.
- Split brand from non-brand with strict brand exclusions on Performance Max, forcing it to earn genuinely incremental sales.
- Put search-term hygiene on the hourly clock: wasted queries are negated the same day they appear, not at a monthly review.
- Paced budgets to the seasonal demand curve instead of flat monthly caps, so peak weeks were never throttled.
- Weighted bidding toward new customers, then verified new-vs-returning against store data every week.
The hourly clock effect
On an account this size, a single bad query pattern can burn four figures before a weekly review would ever catch it. Hourly search-term passes and daily budget-pacing checks are where most of the $212k in recovered waste came from — and that recovered spend is what funded the scale-up.
The RESULTS
- Blended ROAS
- 2.9x → 4.8x
- Attributed revenue
- $12.4M
- Wasted spend cut
- $212k
- Cost per acquisition
- −34%
- New-customer share
- +38%
Want numbers like these on your account?