Nezar Kamel

Kitchenware and restaurant supply store

SAR 306,430
Google revenue
SAR 40,109
Google spend
7.6:1
ROAS
782
Orders

Google platform figures only · July 2022 to January 2023

A five-branch kitchenware and restaurant supply store selling across several platforms. The account looked stable, then sales dropped sharply with no obvious change in the ads.

I did not start by changing ads. I checked measurement first and found that Google Tag Manager had been deleted from the store, cutting off the conversion signal.

The challenge

An account that had been stable for a year, then recorded sales dropped sharply in the first days of January. Nothing had changed in the ads, the targeting, or what competitors were doing.

What I found

I looked at the campaign first and found nothing, so I moved to measurement. A tracking line had been deleted from the store, the conversion signal had stopped arriving, and the campaign was still optimising toward an objective it could no longer see.

What I did

  • I checked measurement before blaming the campaign, and the deleted tracking line surfaced.
  • I reinstalled it, then fired the event myself and confirmed it arrived before relying on it.
  • I paused the Snapchat campaign and moved its budget to Google, where the return was higher.
  • I stopped a Twitter test at SAR 199 after 43,019 clicks produced no sale.

The results

Google revenue
SAR 306,430
Google spend
SAR 40,109
Google ROAS
7.6:1
Orders
782
Total across four platforms
SAR 410,204 on SAR 98,725 · 4.2:1

The evidence

Google Analytics · Google Ads · 1 June to 30 November 2022
Google Analytics report for Google Ads from June to November 2022: transactions from 7 in July to 146 in November, 478 in total
The Google Ads channel inside Analytics, month by month: 7 transactions in July, then 103 in August, 101 in September, 117 in October and 146 in November. In total 478 transactions with SAR 173,085.19 in revenue on SAR 31,566.83 of cost. The table above uses Google platform figures over a window running to January 2023, so it does not match this screen.
Google Analytics · all sources · 1 May to 30 November 2022
Google Analytics report for all store sources from May to November 2022: transactions from 67 to 302 a month
Every online sale from every source: 67 transactions in May, then 110, 141, 245 and 240, then 316 in October and 302 in November. In total 1,421 transactions and SAR 504,801.81. Source rows are hidden because they carry internal campaign names.
Meta Ads Manager · 1 to 30 November 2022
Meta table for November 2022: 45 purchases worth SAR 18,214.13 on SAR 2,868.07
The Instagram sales campaign in two ad sets: lookalike brought 34 purchases worth SAR 11,314.20 on SAR 1,849.87, retargeting 11 purchases worth SAR 6,899.93 on SAR 1,018.20. In total 45 purchases and SAR 18,214.13 on SAR 2,868.07, with 1,029 adds to cart.

What this means for your store

If sales suddenly fall, the riskiest move is to react only inside the ad platform. Sometimes the campaign is fine and the signal it learns from is broken.

When numbers collapse suddenly, check measurement before you blame the campaign. Most people I have seen in this position either raise the budget or rebuild the campaign, and both deepen the loss because the fault is not there.

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