From Clicks to Cash
How We Turned Traffic Into Revenue for a National HVAC Distributor
Services:
PPC
Industry:
Ecommerce, HVAC
+995%
PURCHASE CONVERSIONS
+409%
REVENUE
+135%
ROAS
The Client
An e-commerce business distributing HVAC components across the US. They were running a Google Ads PPC program that, on paper, looked healthy. Impressions and clicks were solid, and conversions were coming in, just not the right kind. Almost none of that traffic was turning into actual purchases.
The Challenge
The account’s conversion tracking was working against itself. Add to cart, begin checkout, and purchase were all set as primary conversion actions, so the campaign had no single, clear signal to chase. That muddled data caused two problems down the line: it kept the campaign optimizing toward cheaper, upper-funnel actions instead of purchases, and it meant there was no clean data to set an accurate ROAS target with. Fixing the tracking would need to come first. Getting ROAS under control would come next.
The Goal
Increase conversion value. Increase ROAS. Turn all that traffic into real revenue.
STRATEGY
Phase One: Fixing the Funnel
Goal
Increase the number of purchase conversions.
The Challenge
The campaign was running on a Maximize Conversion Value bid strategy, and that strategy optimizes toward whatever’s cheapest to get. With add to cart, begin checkout, and purchase all set as primary conversions, add to cart and begin checkout were a lot easier to rack up than an actual purchase, so that’s exactly where the budget was going.
PMAX campaigns are really good at hitting whatever target you give them. The problem wasn’t the campaign. It was the target.
What We Did
We reorganized the conversion goals so purchase was the only primary conversion action. We moved Add to cart and begin checkout to secondary; still tracked and still visible, but no longer competing for optimization power. One clear goal, one clear signal.
Phase One Results
+464%
PURCHASE CONVERSIONS
+253%
REVENUE
+223%
ROAS
Beyond the numbers
Once the client saw purchases, revenue, and ROAS all climbing, something shifted: confidence. They stopped thinking of this as an experiment and started thinking about growth. The account had been running only in the Southeast US. Now the client wanted in on the rest of the country, and asked us to build a second campaign to get them there.
Phase Two: Dialing In ROAS
Goal
Increase ROAS while holding spend steady.
The Challenge
The account was still running Maximize Conversion Value with no ROAS target set. In theory, that strategy should maximize conversion value on its own. In practice, it wasn’t hitting the numbers we needed.
What We Did
Because Phase One had already isolated purchase as the primary conversion action and increased purchases, we finally had clean enough data to set an accurate target ROAS across every campaign. We switched the bid strategy from Maximize Conversion Value to Maximize Conversion Value with a target ROAS, so instead of chasing volume at any cost, the campaigns would pull back spend anytime they weren’t hitting our number.
Phase Two Results
+30%
PURCHASE CONVERSIONS
+82%
REVENUE
+69%
ROAS
RESULTS
The Full Picture
One fix led to the next. Cleaner purchase data let us set a real ROAS target. A real ROAS target improved performance. Better performance gave the client the confidence to expand into new territory. What started as a fix became a growth plan. Purchases, revenue, and ROAS all climbed together, and none slowed once the second campaign launched.
Year-over-year results across PMAX campaigns
+995%
Purchase Conversions
+410%
Revenue
+135%
ROAS
Bottom Line
Give a smart campaign the right goal, and it’ll go find the results. We cleaned up the signal, let the strategy do its job, and watched a client who started with low conversions and low confidence end up asking us to take them national.