The challenge
Increasing budget in Google Ads sounds simple, but often the opposite happens: as soon as the budget goes up, revenue per advertising dollar drops. Google then looks for more visitors, even ones who are less likely to buy.
This account had potential, but wasn't ready to grow. The tracking wasn't fully correct, the campaign structure could be improved, and there was no plan to grow without losing return.
Our approach
Thirty days. Four steps. No shortcuts, those cost more later.
1. Getting tracking and revenue values right
Always the first step: you can only steer well once the numbers are correct. We checked everything tracked as a purchase, removed duplicate measurements, and made sure the right revenue per purchase was passed to Google. Without accurate tracking, Google steers blind, and that costs money.
2. More budget to what already works
Not all campaigns perform equally. We found out which campaigns and product groups delivered the most revenue per advertising dollar and gave those more budget. Underperformers got less budget or were paused.
3. Tightening search terms, exclusions and product data
More budget also means more search terms that have nothing to do with your products, and those cost money. We went through the search terms the ads appeared for in detail, excluded the wrong ones, and improved the product data and ad copy.
4. Increasing budget step by step
No big jumps, those disrupt Google's learning process. Budget went up in steps of a maximum of 15 to 20% per week. After each step we waited until results stabilised.
The results
After thirty days of step-by-step adjustments:
- $4.02 revenue per advertising dollar (in industry terms: ROAS 401.52%), up from $1.36 in the previous period
- Measured revenue: $7,980, $6,850 more than the previous period
- Ad spend: $1,990, $1,160 more than the previous period
- Purchases: 124.97, 100.95 more than the previous period
More budget and higher revenue per advertising dollar at the same time. That only works if the foundation is right: accurate tracking, a solid campaign structure, and increasing budget step by step.
Want to know what can be improved in your account? Request a free Google Ads audit.
