Nezar Kamel

Pet food store

SAR 51,635
Revenue
SAR 9,694
Spend
5.3:1
ROAS
336
Sales

Google · first eight weeks, 12 February to 7 April 2023

A pet food store with more than 900 products was getting plenty of clicks and too few sales. Same store, same catalogue, same market, different account management.

The revealing indicator was 85,901 clicks against 313 sales. I stopped the unsupported campaign type, removed broad irrelevant keywords, and rebuilt around the actual catalogue.

The challenge

The account had spent SAR 31,550 over a full year and produced 313 sales. Then it came to me. Same store, same products, same market. The only variable was who was managing it.

What I found

One indicator explained the whole account: 85,901 clicks against 313 sales. When clicks are plentiful and sales are scarce, the problem is not how many people arrive. It is who arrives.

What I did

  • I stopped a campaign type Google had already discontinued support for.
  • I removed bidding on keywords unrelated to the products in the store.
  • I rebuilt the campaigns around the store’s actual categories.
  • I raised the daily budget from SAR 50 to SAR 100 only after cleaning up the account, not before, because waste is not fixed with more of it.

The results

Previous management
313 sales on SAR 31,550 in a year
After the ad account moved to me
336 sales on SAR 9,694 in eight weeks
Total store revenue from all sources, February to May
SAR 205,370
Ad spend over the same period
SAR 18,940
The telling indicator
85,901 clicks against 313 sales

The evidence

Google Ads · 1 to 28 February 2023
Google Ads screen for February 2023 showing 59 purchases at SAR 1,670 of cost
The first month under new management, on Google alone: 59 purchases at SAR 1,670 of cost across 3,690 clicks and 388,000 impressions. The table above covers eight weeks and every channel; this is one month on one channel.

What this means for your store

If clicks are high and sales are low, raising the budget is not the first move. The first question is whether the right people are reaching the store at all.

Had the owner doubled the budget that year, he would have doubled the loss. The account was paying more than three times as much per sale as it came to cost, using a discontinued campaign type, and bidding on keywords unrelated to its products. The budget was never the problem.

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