5X return on ad spend and online sales up 50% for a Kenyan computer store

The situation

The Shopping campaigns were treating every product the same way. A handful of strong products were carrying the account, while budget was spread across items that rarely sold.

On top of that, shoppers who added something to their cart and then left were simply gone. Nobody was bringing them back, even though they were the warmest buyers the store had.

What I did

• Cleaned up the product feed. Better titles and attributes meant products showed up for the searches buyers actually type, not just the brand names.
• Isolated the top-performing products into their own campaigns, so the best sellers got the budget they deserved instead of competing with slow movers.
• Structured Smart Bidding to focus on high-intent shoppers, the people searching for specific models and specs rather than browsing.
• Built remarketing for cart abandoners, so people who had already picked a product saw it again while they were still deciding.

What happened

The campaigns delivered a 5X return on ad spend: every dollar put into Google Ads brought back about five dollars in sales. Within two months online sales were up 50% and the cost per acquisition had dropped by 20%. The store was selling more while paying less for each sale, which is the combination every store owner actually wants.

Across the account, the campaigns reached 18 million impressions and drove 243,000 clicks on $3.99K in ad spend, producing 443 conversions at about $9 each. For a store selling gaming PCs and monitors, that is a very small cost next to the value of a single order.

These campaigns also sent traffic to the store I built for Smart Computers Ke, so the ads and the website were designed to work together from the start.

If you're in a similar spot

In e-commerce, your product feed is your ad copy. Before you touch bids or budgets, make sure your product titles say what your customers type into Google.