Ecommerce
Raising an Online Store’s ROAS From 17× to 25× on Google Ads
ROAS up from 17.1× to 25.2× and conversion rate up to 5.33%, while daily ad spend fell 44%.
- 25.2×
- ROAS
- 5.33%
- conv. rate
- −44%
- daily spend
Google Ads · Tracking & Analytics
Tripling ROAS for a German-Language Tour Operator in Mexico
A tour operator selling German-guided tours in Mexico was spending heavily on Google Ads with weak returns. In one month, ROAS rose from 166% to 547% while ad spend fell by 54%.
Results
Sep – Oct 2025
Source: Google Ads account data
- Return on ad spend
- 5.5×
- +229% vs. 1.66×
- Booking value from ads
- +51%
- with less spend
- Ad spend
- −54%
- month over month
- Client
- Tour operator (online bookings)
- Industry
- Travel & Tours
- Market
- German-speaking travellers to Mexico
- Channels
- Google Ads Search
- Timeframe
- Sep – Oct 2025
Tools & platforms
- Google Ads
- Purchase conversion tracking
- Conversion value reporting
- Search terms report
Overview
Fewer wasted clicks, more valuable bookings
The business sells German-language tours and excursions in Mexico online. Ads were generating bookings, but spend was high and much of it went to low-intent searches.
We set purchase tracking as the primary goal with accurate booking values, then restructured campaigns and bidding around return on ad spend.
What we worked on
- Google Ads optimisationSearch campaigns for German-speaking travellers.
- Budget controlSpend cut where it did not return.
- Ad copy & assetsGerman-language ads refreshed.
- Purchase trackingPurchases and values set as the primary goal.
The challenge
High spend, low returns
In September 2025 the account spent MX$25.5K at 166% ROAS.
-
01
Inefficient campaigns
Bookings came in, but returns barely covered spend.
-
02
Low-intent search terms
Budget was spent on searches unlikely to book a tour.
-
03
Limited keyword refinement
Keywords were not focused on buying intent.
-
04
Bidding not built for value
The strategy did not prioritise booking value.
The solution
ROAS-driven restructure
We made booking value the goal and cut everything that did not serve it.
-
01
Restructure & budget control
Spend focused on the best-performing tours.
-
02
High-intent keywords & audiences
Low-intent traffic removed.
-
03
Ad copy & asset updates
Clearer German-language ads.
-
04
Purchase tracking & ROAS bidding
Accurate values so bidding could chase profit.
Results
More booking value from half the spend
Fewer, higher-value bookings replaced a larger number of low-value conversions.
Before
Sales, but poor returns
High spend with ROAS of 166%.
After
Efficient, profitable growth
Steady conversions across all active ads and accurate revenue reporting.
ROAS
166%547%
3.3×
Ad spend
MX$25.5KMX$11.7K
−54%
Booking value
MX$42.4KMX$64.0K
+51%
September 2025 vs. October 2025. Google Ads account data. Spend in Mexican pesos (MX$).
Execution
What we did, step by step
-
Step 1
Purchase tracking
Purchases set as the primary goal with accurate booking values.
-
Step 2
Restructure & budget control
Spend focused on the best-performing campaigns and tours.
-
Step 3
Keyword & audience optimisation
Low-intent search terms removed.
-
Step 4
Ads & ROAS bidding
German-language ads and assets improved, with bidding set for return on ad spend.
FAQ
Questions about this project
Why were there fewer conversions after the changes?
Conversions went from 57.8 to 26.5, but they were worth more. Booking value from ads rose from about MX$42.4K to MX$64.0K while spend fell from MX$25.5K to MX$11.7K.
What period do the results cover?
September 2025 compared with October 2025.
Who were the ads aimed at?
German-speaking travellers looking for guided tours and excursions in Mexico.
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