Google Ads · Travel rental · UK to US expansion
Making a new market pay back
ROAS1.80xup from 0.64x
Revenue+321%$9.7K to $40.9K
Conversions+90%122 to 232
Cost per conv.$98down 21% from $124
Challenge
A UK brand opening a new US Google Ads account. Before: the first 16 weeks spent $15.2K for $9.7K in revenue. After: the next 16 weeks.
What I did
- Broad match with controls: clicks +82%, CPC 18% lower
- Campaign structure built around US states
- Target ROAS bidding: ROAS 0.64x to 1.80x
- Customer list targeting for stronger signals
- Added brand protection
| Metric | Before | After | Change |
|---|---|---|---|
| Ad spend | $15.2K | $22.8K | +50% |
| Revenue | $9.7K | $40.9K | +321% |
| ROAS | 0.64x | 1.80x | +181% |
| Conversions | 122 | 232 | +90% |
| Cost per conv. | $124 | $98 | 21% lower |
| Clicks | 3,773 | 6,875 | +82% |
| Avg. CPC | $4.02 | $3.31 | 18% lower |
The proof
Bottom row is the whole account. Brackets show the change against the previous 16 weeks. Account and campaign names removed.
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