Google Ads · B2B eCommerce · New customer acquisition
Beating a 600% ROAS target by 41%
ROAS8.46xvs a 6.00x target
Conv. value€57Kfrom €6.7K spend
Conversions202at €33.42 each
New customer leads55at €30.30, 7.91x ROAS
Challenge
A B2B eCommerce brand needed to win new customers at a profit, with a client goal of 600%+ acquisition ROAS. Results shown over 30 days.
What I did
- Performance Max for the main product categories
- Separate lead gen campaign for bespoke and custom orders
- New customers only setting: 55 leads at €30.30
- Both built around the 600%+ acquisition ROAS goal
| Metric | Benchmark | Result | Difference |
|---|---|---|---|
| ROAS vs client target | 6.00x | 8.46x | +41% |
| ROAS vs account average | 4.87x | 8.46x | +74% |
| CPA vs account | €44.01 | €33.42 | 24% lower |
| Conv. rate vs account | 4.11% | 4.75% | +0.64 pts |
| Avg. CPC vs account | €2.03 | €1.90 | 6% lower |
These two campaigns used 49% of account spend and delivered 85% of its conversion value.
The proof
Top two rows: main categories and new customer lead gen. Campaign names hidden. Conv. value / cost is ROAS.
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