An anonymous online butcher came to TABA Digital with a clear ecommerce challenge. The business was selling meat, chicken, and related products online, but Google Ads was not operating as a reliable sales channel.
The account had broken tracking, a weak website experience, a poor product feed, and a campaign structure built around more than 250 broad keywords. This made it difficult to understand what was working, where the budget was going, and why online orders were not scaling properly.
TABA Digital rebuilt the Google Ads foundation, fixed tracking, improved the landing page experience, and launched a more controlled campaign structure across Search, Shopping, and Performance Max.
Within four months, the account improved from 3x ROAS to 23.5x ROAS, while online orders increased by 355%.
The Challenge
The business had real demand in the market, but the advertising system was not set up to capture that demand efficiently.
Before working with TABA Digital, the Google Ads account was relying heavily on broad keyword targeting, with more than 250 broad keywords creating unnecessary budget waste and poor search intent control.
The tracking setup was also broken, which meant the business could not properly measure campaign performance, optimise toward real purchases, or confidently scale what was working.
On top of that, the website and product feed were not strong enough to support ecommerce growth. The campaign had traffic, but the full sales journey lacked the structure, measurement, and conversion environment required to turn Google Ads into a profitable channel.
The objective was clear:
Fix the tracking, rebuild the campaign structure, improve the ecommerce journey, and turn Google Ads into a measurable revenue channel.
The Strategic Shift
TABA Digital approached the project by rebuilding the foundation before pushing for scale.
The priority was not simply to increase budget or launch more campaigns. The account first needed accurate tracking, cleaner campaign architecture, stronger purchase intent targeting, and a more reliable product-led sales experience.
With a monthly budget of approximately $2,500, every dollar had to be used with discipline. The strategy focused on removing wasted spend, improving buying intent, and giving Google’s ecommerce campaigns better data to work with.
This meant moving away from an uncontrolled keyword-heavy setup and creating a more structured Google Ads ecosystem across Search, Shopping, and Performance Max.
What TABA Digital Changed
TABA Digital worked across tracking, landing page performance, campaign structure, and ecommerce advertising execution.
The work included:
- Fixing broken conversion tracking
- Improving the landing page experience for better user flow
- Reviewing and improving the product feed foundation
- Reducing reliance on broad keyword traffic
- Restructuring Google Search campaigns around stronger purchase intent
- Launching and managing Shopping campaigns
- Launching and managing Performance Max campaigns
- Improving campaign measurement and performance visibility
- Aligning the account with actual online orders, not surface-level traffic metrics
The goal was not just to generate more clicks. The goal was to make Google Ads accountable to ecommerce revenue.
The Campaign Approach
The account was rebuilt around the customer buying journey.
Search campaigns were used to capture high-intent customers actively looking for meat, chicken, and online butcher products. Shopping campaigns helped position the products directly in front of purchase-ready users, while Performance Max was used to support broader ecommerce reach and sales growth once the tracking foundation became more reliable.
This created a stronger balance between intent capture, product visibility, and conversion optimisation.
By improving the structure, feed quality, tracking, and landing page experience, the campaigns had a stronger foundation to learn from real purchase data and optimise toward online orders.
The Results
Over four months, the campaign achieved a significant improvement in ecommerce performance.
ROAS increased from 3x to 23.5x, while online orders increased by 355%. This means online order volume grew to approximately 4.55x the previous baseline.
The improvement was not driven by a larger budget. The campaign operated on an approximate monthly budget of $2,500, making the result a strong example of efficiency-led ecommerce growth.
Result Snapshot
| Metric | Before | After |
|---|---|---|
| ROAS | 3x | 23.5x |
| Online orders | Baseline | +355% |
| Monthly ad budget | Approx. $2,500 | Approx. $2,500 |
| Campaign timeframe | Starting point | 4 months |
| Main channel | Google Ads | Google Ads |
| Campaign types | Broad keyword-heavy setup | Search, Shopping, Performance Max |
| Tracking | Broken | Fixed and improved |
| Website experience | Weak | Improved landing page journey |
| Product feed | Poor | Improved foundation |
Why It Worked
The campaign worked because TABA Digital fixed the commercial foundation before trying to scale.
Many ecommerce campaigns fail because the ads are treated separately from the tracking, website, product feed, and buying journey. In this case, the problem was not only the Google Ads account. The wider sales system needed to be repaired.
By fixing tracking, improving campaign structure, strengthening the landing page experience, and using Search, Shopping, and Performance Max in a more controlled way, the account became easier to measure, optimise, and scale.
This allowed the business to move from scattered ad activity to a more profitable ecommerce growth channel.
Final Outcome
TABA Digital helped an anonymous online butcher turn Google Ads into a high-performing ecommerce sales channel.
Within four months, the account improved from 3x ROAS to 23.5x ROAS, while online orders increased by 355%.
For ecommerce businesses, this case study shows that strong performance is rarely created by ads alone. Real growth comes from aligning tracking, campaign structure, product visibility, landing page experience, and purchase intent into one measurable system.
Need Better Results From Google Ads?
If your ecommerce business is spending on Google Ads but not seeing consistent sales, TABA Digital can help identify where budget is being wasted and where stronger returns can be created.
Book a strategy call with TABA Digital and get a clearer plan for turning Google Ads into a profitable sales channel.