Lighting and electrical store
695,456 SAR
On SAR 105,849 of spend · plus SAR 209,640 from organic search at zero spend
A lighting store whose problem was bigger than one ad campaign. It needed measurement, search-language taxonomy, properly configured platforms, and a store customers could navigate.
The products existed, but the category names did not match how people searched. I rebuilt the naming, measurement, paid media and organic search together.
What was happening
I took over a store with no measurement at all: no analytics, no Search Console, no Tag Manager, no Merchant Center, not even an ads account. The Snapchat account was a personal profile rather than a brand account, so it was paying several times the correct rate.
What did not add up
The category names themselves were losing demand. People do not search for “indoor lighting section”, they search for “chandeliers” 8,100 times a month, “bulbs” 5,400 times and “spotlights” 4,400 times. The store sold all of it and named none of it that way.
What I changed
- I built the measurement stack from scratch: Analytics · Search Console · Tag Manager · Merchant Center · ads account.
- I renamed the categories in search language and built a tagging system across the whole catalogue, which took a month.
- I upgraded the Snapchat account to a brand account, which opened the catalogue and halved the cost per swipe-up.
- I wrote marketing copy for every product and every category.
What happened next
- Paid revenue
- SAR 695,456
- Spend
- SAR 105,849
- ROAS
- 6.6:1
- Organic search revenue
- SAR 209,640 at zero spend
- Category impression share
- 30% nationally
The evidence
What this means for a similar account
If your store has good products but sales do not reflect that, the issue may not be budget. It may be tracking, taxonomy, or how the product appears before the ad ever runs.
The biggest gain on this project did not come from advertising. SAR 209,640 came from organic search after one decision: naming categories with the words people actually search, rather than the words used inside the company. It cost nothing, and it kept returning after the ads were switched off.
Recognise your account here?