Nezar Kamel

Personalised crafts and gifts store

SAR 36,234.33
Google Ads revenue
SAR 6,989.73
Google cost
5.2:1
ROAS
200
Transactions

Google Analytics · Google Ads · August 2021, up to 24 August

A store selling necklaces, incense burners and gifts engraved with names. Personalised products need production time, so buyers order them weeks before the occasion.

I read Google inside Google Analytics alongside every source the store had, not inside the ad dashboard alone. That turned the ads’ share of revenue into a known number.

The challenge

A large store selling through many sources, which recorded SAR 423,029.68 from all of them over the same period. The question was not whether the store sold, but how much the paid ads actually added.

What I found

Reading Google inside Analytics showed its real share: 8.57% of store revenue in the period, at a 5.2 return on its cost. A smaller number than "all sales", but one that can be defended.

What I did

  • I ran two Google campaigns: a search campaign for the store, and a dynamic ad that follows what people search for among its products.
  • I launched a National Day fashion ad set on Snapchat on 16 August 2021, more than five weeks before the occasion.
  • I raised its daily budget a week after launch, once it had shown it was selling.

The results

Google Ads revenue, August 2021
SAR 36,234.33 on SAR 6,989.73
Transactions from Google
200 at a 1.78% conversion rate
Google’s share of store revenue
8.57% of SAR 423,029.68
Snapchat, National Day ad set, August 2021
122 purchases worth $7,026.11 on $1,967.32
Snapchat return, August 2021
3.6:1

The evidence

Google Analytics · Google Ads · August 2021
Google Analytics report for Google Ads in August 2021: 200 transactions and SAR 36,234.33 in revenue on SAR 6,989.73 of cost
The two Google campaigns inside Analytics up to 24 August 2021: 7,290 clicks at SAR 6,989.73 of cost, and 200 transactions with SAR 36,234.33 in revenue. The small line under revenue gives their share: 8.57% of SAR 423,029.68 the store recorded from all sources. Campaign rows with their names are hidden.
Snapchat · 1 to 31 August 2021
Snapchat dashboard for August 2021: $1,967.32 spent and 122 purchases worth $7,026.11
The National Day fashion ad set, with spend starting on 16 August: $1,967.32 produced 122 purchases worth $7,026.11. The red circles are from the original report, and the screen is in dollars as the platform shows it.

What this means for your store

If your store sells through many sources, ask for the ads’ share of revenue, not total sales. And if your product is made after the order, your season starts weeks before the occasion.

A large store does not need ads that claim all its sales. It needs ads that know their share of them. And a product made after the order sells before its season, so an ad that waits for the day arrives after people have bought.

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