Perfume and oud chain
7.6:1
SAR 306,430 on SAR 40,109 on Google · 782 orders
A five-branch perfume chain 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.
What was happening
An account that had been stable for a year, then January sales collapsed within days. Nothing had changed in the ads, the targeting, or what competitors were doing.
What did not add up
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 changed
- 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.
What happened next
- 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
What this means for a similar account
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.
Recognise your account here?