A regional furniture retail brand with a strong brick-and-mortar presence reached out to us for a Google Ads Audit. Their main complaint was lack of traction and hence a soft ROAS: 

Initial audit revealed a few main issues with the account. 

1. There was a duplication of Conversion actions which meant the performance numbers were inflated and had to be de-duped. 
2. There were more than 10 Shopping campaigns with identical products. 
3. Some high-spending Search campaigns were opted-in to Display network. 
4. Almost 90% of the ad spend was consumed by traffic coming from Mobile devices while Desktop has a 7X stronger conversion rate. 
5. Bid strategies were not set up based on the goal of each campaign thus spending advertisement funds without a focus.  
6. Branded campaign wasn’t capturing all the available search volume. 
   
   

Once our team had taken over the account, the heavy lifting began:  

• Conversion tracking was buttoned up to ensure we optimized to the accurate performance metric. 
• We corrected the Shopping Campaigns structure with an aim at Mid-lower funnel queries. 
• Ensured that Display campaigns were separate from Search. 
• Utilized accurate bid Strategies for each of the campaigns depending on its goals.   

• Branded campaign was optimized to capture all available traffic while remaining profitable. 
• Device bid adjustments were implemented to pull-back on the unwanted spend.