Case Summary
This Google Ads case study shows how an e-commerce camper and van accessories brand scaled profitably after rebuilding its Google Ads account from scratch. Through Performance Max optimization, product segmentation, and full-funnel alignment with Meta Ads, the business improved ROAS, reduced cost per purchase, and achieved stable growth despite starting with zero historical data.
Let us present to you their story
This client is an e-commerce business selling camper and van conversion accessories, including interior fittings, travel equipment, and van lifestyle essentials.
Prior to working with DigitInk, the brand was managing both Google Ads and Meta Ads internally. While campaigns were generating sales, performance was unstable, and the Return on Ad Spend (ROAS) was not high enough to confidently scale advertising budgets.
Complicating the situation further, due to a required currency migration in Google Ads, the business had to create a completely new Google Ads account. This meant:
- No historical optimization data
- No previous learning phase signals
- No campaign performance history
- A full Google Ads rebuild from zero
DigitInk stepped in to restructure the entire paid acquisition system, focusing on profitability, stability, and scalable growth.
The Challange
Several performance limitations were preventing consistent scaling:
- ROAS was inconsistent and difficult to scale
- Cost per purchase was too high
- Campaign structure lacked segmentation
- Meta Ads and Google Ads were not aligned strategically
- A brand-new Google Ads account had to be created
This scenario required not just performance improvement, but a full reconstruction of the advertising architecture.
The Strategy
Instead of duplicating previous campaigns, DigitInk implemented a structured, full-funnel e-commerce paid ads strategy across Google Ads and Meta Ads.
The focus was placed on:
- Product segmentation
- High-intent traffic capture
- Dynamic remarketing campaigns
- Funnel alignment
- Performance Max optimization
- Conversion tracking rebuild
This approach allowed the business to transition from unstable performance to a predictable and scalable acquisition system.
What is Performance Max Optimization?
Performance Max is a goal-based Google Ads campaign type that uses machine learning to serve ads across multiple Google placements, including Search, Shopping, Display, YouTube, and Discover.
Optimization involves:
Structuring asset groups strategically
Prioritizing high-margin products
Refining audience signals
Improving product feed quality
Guiding budget allocation
In e-commerce environments, Performance Max is especially effective for balancing demand capture and conversion efficiency.
Channel Execution
Meta Ads Strategy
Meta Ads were structured to support demand generation and mid-funnel conversions through:
- Dynamic catalog campaigns for product discovery
- Category-based campaigns for van conversion essentials
- Structured remarketing for engaged users
- Creative testing using single-image and carousel formats
Meta Ads played a key role in demand generation, helping introduce products while nurturing potential buyers through the funnel.
Google Ads Strategy (New Account Build)
Because the Google Ads account had to be rebuilt from scratch, DigitInk implemented:
- Full Performance Max campaign architecture
- Conversion tracking setup and validation
- Product feed optimization
- Prioritization of high-margin seasonal products
- Budget allocation toward high-intent segments
Despite having zero historical data, the account exited the learning phase efficiently by focusing on structured signals and strategic optimization.
What happens when rebuilding a Google Ads Account?
Rebuilding a Google Ads account removes prior machine learning signals, audience data, and optimization history.
To accelerate performance recovery:
- Conversion tracking must be precise
- Campaign structure must be intentional
- High-value products should be prioritized
- Budget allocation must guide learning
This case demonstrates that a new account can scale profitably when supported by a well-designed acquisition strategy.
The Funnel Structure
DigitInk implemented a full paid acquisition funnel designed for both demand creation and demand capture.
Top of Funnel (TOF)
- Meta dynamic catalog ads targeting broad audiences
- Google Performance Max capturing high-intent traffic
Middle of Funnel (MOF)
- Meta remarketing campaigns for engaged users
- Google Performance Max leveraging behavioral signals
Bottom of Funnel (BOF)
- Meta dynamic remarketing for cart abandoners
- Google Performance Max prioritizing high-margin products
This alignment ensured both platforms worked together to maximize conversion efficiency and profitability.
The results
Despite working with small budgets, the performance improvements were significant:
Google Ads Performance (with only €500 of Ad spend)
€2,160+
+ Conversion Value
5,630
+ Clicks
Meta Ads Performance
271%
Increase in ROAS
16%
Decrease in cost per purchase
