Travel & Tours
Tripling ROAS for a German-Language Tour Operator in Mexico
ROAS from 166% to 547% in one month: more booking value from ads with less than half the spend.
- 5.5×
- ROAS
- +51%
- booking value
- −54%
- ad spend
Google Ads
Raising an Online Store’s ROAS From 17× to 25× on Google Ads
An online store was already profitable on Google Ads, but not as profitable as it could be. After restructuring campaigns and switching to conversion-focused bidding, ROAS rose from 1,712% to 2,517%.
Results
September 2025
Source: Google Ads account data
- Return on ad spend
- 25.2×
- +47% vs. 17.1×
- Conversion rate
- 5.33%
- +18% vs. 4.50%
- Daily ad spend
- −44%
- $96 → $54 per day
- Client
- Online store
- Industry
- Ecommerce
- Market
- USA
- Channels
- Google Ads
- Timeframe
- September 2025
Tools & platforms
- Google Ads
- Conversion value tracking
- Audience targeting
- Search terms report
Overview
Profit per dollar, not just more spend
The store already had good returns, but budget was not fully focused on high-intent, high-value traffic, and the bidding strategy was not built around purchase value.
We restructured campaigns, tightened keywords and audiences, and moved to conversion-focused bidding so each dollar worked harder.
What we worked on
- Campaign restructuringBudget aligned to what sells.
- Keyword & audience refinementFocused on high-intent shoppers.
- Conversion-focused biddingBids optimised for purchase value.
- Conversion trackingPurchase value reported accurately.
The challenge
Good returns, with room to be much better
From September 1 to 13, 2025 the account ran at 1,712% ROAS with a 4.50% conversion rate.
-
01
Structure not built for profit
Campaigns were not organised around profitability.
-
02
Mixed-intent traffic
Some clicks came from shoppers unlikely to buy.
-
03
Bidding not value-based
The strategy did not maximise purchase value.
The solution
A ROAS-first setup
We focused spend on the traffic most likely to buy.
-
01
Restructure & budget control
Budget moved to the strongest campaigns.
-
02
Keyword & audience refinement
High-intent searches and audiences prioritised.
-
03
Conversion-focused bidding
Bidding tuned for purchases and value.
Results
Higher returns on every dollar
Right after the restructure, ROAS and conversion rate rose while daily spend dropped.
Before
Profitable, but inefficient
Spend was not fully focused on high-value traffic.
After
Leaner and more profitable
Each dollar returned more revenue, with a higher conversion rate.
ROAS
17.1×25.2×
+47%
Conversion rate
4.50%5.33%
+18%
Ad spend / day
$96$54
−44%
Before: Sep 1–13, 2025 (13 days). After: Sep 14–23, 2025 (10 days). Google Ads account data.
Execution
What we did, step by step
-
Step 1
Account review
Campaign structure, bidding and conversion value tracking checked.
-
Step 2
Restructure & budget control
Budget moved toward the campaigns that drive the most purchase value.
-
Step 3
Keyword & audience refinement
Low-intent traffic reduced, high-intent shoppers prioritised.
-
Step 4
Conversion-focused bidding
Bidding switched to optimise for purchases and value.
FAQ
Questions about this project
What period do these results cover?
Before: September 1 to 13, 2025. After: September 14 to 23, 2025, right after the restructure.
Did revenue go up?
ROAS rose from 17.1× to 25.2× and conversion rate from 4.50% to 5.33%, while daily spend fell from about $96 to $54. The focus was efficiency: more return from every dollar spent.
What changed in the account?
Campaign restructuring, keyword and audience refinement, and conversion-focused bidding.
More results
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