Welcome everyone to another amazing Google Ads case study.
In this case study, I will show you how my team and I were able to increase the sales of an e-commerce client in a single month — with similar or even slightly lower Google Ads spending.
The client was selling home and commercial gym equipment in Kenya. Their target locations included major cities and regions such as Nairobi, Mombasa, Nakuru and other important areas.
When the client came to us, they were already spending around $2,000 per month on Google Ads, but the problem was very clear.
They were getting too many noisy clicks.
The account was not expertly optimized.
They felt that the campaigns could perform much better.
And honestly, when we started looking into the account, we also felt the same.
Please note, this is something I always tell my clients: Google Ads is not only about running ads. It is about understanding the business, understanding the customer, understanding the market, and then optimizing everything step by step.
About the Client
The client was in the fitness equipment industry.
Their main USP was that they were one of Kenya’s one-stop stores for commercial-grade fitness equipment.
They supplied durable gym-level machines for homes, gyms, apartments, hotels, and institutions. Their advantages included local stock, fast delivery, professional installation, and reliable after-sales support.
Now, this is very important.
If a customer lands on your website and does not buy from you, where do you think they go?
Most probably, they go to your competitor.
That is why before optimizing the campaigns, we also studied the competitors. We wanted to understand what other companies were offering, how they were positioning themselves, and why a customer should buy from our client instead of someone else.
The Main Problems We Found
When we started reviewing the account, a few problems were very obvious.
The first problem was noisy clicks.
The second problem was that the campaigns were not properly structured.
The third problem was that the landing page experience needed improvement.
The fourth problem was that the account needed consistent daily optimization.
And the fifth problem was that the campaigns were not fully focused on the best-performing products, cities, timings, and user behavior.
This is where our work started.
Step 1: Tracking Bad Clicks and User Behavior
Because the client specifically complained about too many noisy clicks, we installed and used tracking tools to understand what was happening after the click.
We used:
StatCounter
Microsoft Clarity
The purpose was simple.
We wanted to see who was landing on the website, how much time they were spending, which pages they were visiting, whether they were adding products to cart, whether they were starting checkout, and whether there were suspicious IP patterns.
Through StatCounter, we were able to review visitor activity paths and identify patterns where users were repeatedly clicking ads but leaving without meaningful engagement.
Through Microsoft Clarity, we were able to study user behavior in more detail — including landing page activity, time spent, pages per session, add to cart events, checkout activity, product reviews, form submissions, and more.
This data helped us understand that not every click is equal.
Some clicks bring buyers.
Some clicks only waste money.
And in Google Ads, your job is to reduce waste and increase quality.
Step 2: Reviewing the Existing Campaign Structure
When we started, the client had three Performance Max campaigns.
Performance Max can work very well, but only if the account has the right data, right products, right signals, right assets, and right optimization strategy.
We did not just blindly continue everything.
We reviewed the campaigns, checked the products, looked at performance data, and started identifying what was actually working and what was not.
Later, the structure was changed.
Instead of simply relying on the old setup, we started working with a better structure that included optimized Performance Max campaigns and a Shopping campaign.
Step 3: Finding the Top Products, Locations, and Timings
One of the most important things we did was identify the best-performing products.
Not every product deserves the same budget.
Some products get clicks but no sales.
Some products get views but no conversions.
Some products generate better order value.
Some products bring serious buyers.
So we reviewed the data and identified the top-performing products, top cities, top locations, top timings, and campaign patterns.
This helped us create a more focused strategy.
Instead of wasting the budget on everything, we started focusing more on what was already showing potential.
This is a very important lesson for anyone running Google Ads for e-commerce.
You do not need to advertise every product equally.
You need to find the products that are already converting and then scale them smartly.
Step 4: Working on Negative Keywords
Negative keywords played a very important role in this optimization.
Every day, we reviewed what was working and what was not working.
If certain searches were wasting money, we added them as negative keywords.
If certain traffic was not relevant, we tried to reduce it.
If certain products or search patterns were not generating sales, we adjusted accordingly.
This is not a one-time task.
Google Ads optimization is a daily process.
You need to keep checking the account, keep reviewing data, keep improving targeting, and keep removing waste.
Step 5: Improving the Landing Page Experience
Apart from campaign optimization, we also worked on the landing page experience.
Many people think Google Ads success only depends on the campaign.
That is not true.
Your website also matters.
Your landing page also matters.
Your speed also matters.
Your offer also matters.
Your trust signals also matter.
Your product page also matters.
For this client, we improved the product page experience by adding important trust and conversion elements.
For example, we added a welcome offer, visible savings, star ratings, delivery and quality trust points, and other conversion-focused improvements.
These small things can make a big difference.
Because when someone clicks your ad, they are already interested.
But if the product page does not build trust, they may leave.
Step 6: Speed Optimization
My team also worked on speed optimization.
And I personally believe that a second late is a second lost.
When a user clicks your Google Ad, you are paying for that visitor.
If your website loads slowly, the visitor may leave before even checking your product.
That means your money is wasted.
So speed optimization also played a role in improving the overall performance.
Google Ads is not just campaign settings.
It is the complete journey from click to conversion.
Step 7: Optimizing for Better Order Value
Another important point in this case study is that the number of orders did not simply explode.
Instead, the quality of traffic improved, the conversion rate improved, and the average order value improved.
In March, the store generated around 1.15M KES in sales with 92 orders and a conversion rate of 0.27%.
In April, before the month was even completed, the store generated around 2.13M KES in sales with 82 orders and a conversion rate of 0.32%.
So what happened?
The traffic became more focused.
The users were more relevant.
The products were better selected.
The buying journey was improved.
And the average order value increased.
This is why the revenue almost doubled even though the ad spend did not increase.
The Results
Now let’s look at the actual result.
In the previous month, the client generated around:
1.15M KES in sales
92 orders
0.27% conversion rate
In the current month, while the month was still not completed, the client generated around:
2.13M KES in sales
82 orders
0.32% conversion rate
This means the client’s sales increased by approximately 85%, while the spending was similar or lower.
Also, the cost per conversion went slightly down, the clicks were fewer, and the quality of traffic improved.
That is the power of proper Google Ads optimization.
What Made This Campaign Successful?
There was no single magic button.
This was a team effort.
The success came from multiple improvements, including:
Competitor analysis
USP review
Fraud/noisy click analysis
StatCounter tracking
Microsoft Clarity behavior analysis
Performance Max restructuring
Shopping campaign optimization
Top product identification
Location and timing analysis
Negative keyword additions
Landing page improvements
Website speed optimization
Better trust signals
Daily campaign monitoring
Improved targeting
Higher average order value
This is why I always say that Google Ads needs proper management.
If you only launch campaigns and then leave them, you should not expect the best results.
Important Lessons from This Google Ads Case Study
The first lesson is that more clicks do not always mean more sales.
In fact, sometimes fewer clicks can generate more revenue if the traffic quality is better.
The second lesson is that Performance Max needs proper data and structure.
You cannot just create a PMax campaign and expect magic.
The third lesson is that landing page experience is very important.
If your website is slow, unclear, or not trustworthy, your ads will suffer.
The fourth lesson is that negative keywords and daily optimization still matter.
Even with automation, human strategy is very important.
The fifth lesson is that average order value can change the whole result.
If you bring better buyers and improve the buying experience, you can generate more sales even with similar orders.
Final Thoughts
This case study shows that Google Ads can still generate amazing results when managed properly.
But it requires teamwork, patience, trust, and consistent optimization.
The client had to trust our process.
Our team had to study the business, the market, the competitors, the website, and the campaign data.
And then we had to keep optimizing.
At AARS Web Solutions, we help clients with Google Ads, Meta Ads, SEO, Google Business Profile Optimization, Shopify, WordPress, complete website designing solutions, and a lot more.
If you want to work with me and my team, you are more than welcome to contact us through the link in the description or through our website.
We are here to build long-term relationships.
Because when our clients win, we win.
FAQs
How much did the client spend on Google Ads?
The client was spending around $2,000 per month on Google Ads before optimization.
What was the main problem in the account?
The main issue was noisy clicks, poor optimization, and campaigns that were not properly focused on the best-performing products and audiences.
What tools were used to analyze user behavior?
We used StatCounter and Microsoft Clarity to analyze visitor behavior, suspicious IP activity, engagement, checkout behavior, and other important signals.
What campaigns were optimized?
We reviewed the existing Performance Max campaigns and worked on a better structure using optimized PMax and Shopping campaigns.
How much did sales increase?
Sales increased from around 1.15M KES to 2.13M KES, which is approximately an 85% increase before the month was even completed.
Did the ad spend increase?
No. The result was achieved with similar or even lower spending compared to the previous month.
What was the biggest reason for success?
The biggest reason was not one thing. It was a combination of better targeting, landing page optimization, speed improvement, negative keywords, top-product focus, and daily optimization.
