Industry Certification E-Commerce Brand
Dec 2025 Takeover: New PMax Campaign Delivered 5.05 ROAS with $31.46 CPA
Tracking period: Jan 1, 2025 – Dec 31, 2025
1-Month of PMax Campaign Uplift
- Revenue (Conv. value): $31,547.59
- Ad Spend (Cost): $6,252.19
- ROAS (Conv. value / cost): 5.05x
- Conversions: 198.75
- Cost / Conversion: $31.46
- Clicks: 4362
The Client
An industry certification e-commerce brand was running two legacy Search campaigns (Brand + Non-Brand) that produced steady sales, but at higher cost per conversion and lower ROAS than we believed was achievable. In December 2025, we took over and launched a new campaign that quickly became the top performer—so the prior campaigns were paused.
The Challenge
Improve efficiency and scale beyond legacy Search performance.
- Built a new campaign optimized for certification purchases
- Shifted budget to what performed best
- Paused legacy campaigns after the new campaign outperformed them
Our Approach
Built a new, modern campaign structure
We launched a new campaign designed to scale certification purchases more efficiently, with cleaner segmentation and stronger optimization signals.
Shifted budget toward performance
Rather than spreading spend across older structures, we concentrated budget where results were strongest and reduced overlap.
Made clean “keep/kill” decisions
Once the new campaign proved superior, we paused the older campaigns to protect efficiency and keep reporting clean.
Results
This campaign period shows what happens when Google Ads is managed with the right priorities:
- ~66% lower cost per conversion vs. prior campaigns
- ~33% higher ROAS vs. prior campaigns
- New campaign became the clear efficiency leader, and legacy campaigns were paused
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