This case study describes how I ran PPC (Google Ads & Bing) for a multi-market Shopify wall art brand that was already strong on Meta, and helped take monthly revenue from €157K in February 2025 to €930K in Dec 2025, while rebuilding Google Ads to drive profitable revenue and not depend as much on Meta to scale. Before I took over, brand campaigns were spending about 50% of the Google budget. Now it’s only 5% because we’re focused on acquiring new customers with a mix of Shopping, PMax and Demand Gen campaigns.
Disclaimer: Because I’m sharing sensitive information, no brand names will be mentioned. Most case studies are shit. They either don’t share numbers or say “revenue up by 277% in 30 days” with no context of before and after or sales trends over time. They conveniently highlight the stuff that looks good. My case studies are different. You can see both the good and the bad, although lucky for me it’s mostly good.
Industry: Wall Art / Home Decor
Platform: Shopify
Duration: February 2025 – Present
Services: Google Ads (Shopping, Performance Max, Search / DSA, Demand Gen), Bing Ads, Merchant Center & feed management, tracking (TripleWhale + Server-Side), SEO.
Overview
| How long have we worked for? | Since February 2025 – Present (1.5+ years) |
| Monthly Revenue | Up from €157K (Feb 2025) to €534K (avg Jun–Aug 2026); peak Dec 2025 €930K |
| Monthly Net Profit | Up from €20K (Feb 2025) to €106K (avg Jun–Aug 2026) |
| Average Profit Margin | 60% |
| AOV | Up from €183 (Feb 2025) to €238 (Aug 2026) |
| Markets | United States (41%), United Kingdom (24%), Australia (21%), Canada (12%), New Zealand (2%) |
| Blended ROAS | 211% (Feb 2025) → 250% (avg Jun–Aug 2026) |
| Google Ads ROAS Total | 333% (Feb 2025) → 500%+ (avg Jun–Aug 2026) |
| TACOS (all media ÷ total rev) | 47% (Feb 2025) → 40% (avg Jun–Aug 2026) |
| Google Ads ROAS Non-Brand | Up from 263% (Feb–Apr 2025) to 354% (Jun–Aug 2026) |
| Monthly Google Ads Spend | Up from €7K (Feb 2025) to €49K (avg Jun–Aug 2026) |
How it started
A guy, let’s call him Marco, messaged me on Upwork on a Saturday. He ran a wall art Shopify brand. Meta was doing the heavy lifting. He wanted a Google Ads media buyer who could actually improve the account and use it as a profitable acquisition channel.
We hopped on a call and agreed a fee: fixed plus 1% of ROAS. February 13 I started managing the account.
Account Audit
What I walked into:
- Meta was doing the work. Google was purely there for brand protection.
- Tracking was basic. A mix of manual conversion actions and automatically created from Google & YouTube channel in Shopify. I later setup server side tracking with Stape.
- The feed was a mess. All products were serving from the US feed in other countries so it was relying on autoconversion and the listings didn’t seem local putting buyers off. I setup feeds per country using Multifeeds (best app to manage multiple markets in Shopify)
- Titles were lazy. Lots of generic “wall art” instead of matching the collection theme / style / size variations people actually search.
- Reviews were weak. Not so much a Google problem, but that was flagged during the initial review. Trustpilot had a 2.9 score and most search terms in the account had “brand name + reviews” so that needed to be addressed. People aren’t stupid, surprise surprise, so if you have a low conversion rate and wonder why your campaigns are not converting look at reviews first, you might get your answer. As soon as these were fixed by signing up better suppliers and addressing negative reviews their score improved now sitting at a respectable 4.6.
- GMC product disapprovals. Many products were flagged for disapprovals that simply needed a manual review.
The challenge
Make Google drive profitable new customers at a reasonable ROAS.
Approach / Strategy / How
Month 1 (February 2025)
- Fixed market URLs (United States on the root, then
/en-gb,/en-au,/en-ca,/en-nz). - Excluded non-buyable variants that were spending budget.
- Marged listings to default variants and setup a duplicate for bigger sizes and improved titles including collection topics/themes.
- Started scaling PMax & reduced brand spend, introduced bid caps.
- Built top products per country (top 20, later expanded) next to catchall campaigns with target ROAS caps.
- Pulled brand out of PMax so we could read generic ROAS properly.
Month 2–3 (March–April 2025)
- Started excluding products that spent more than they could reasonably return in profit.
- Converting queries kept mentioning large wall art, so we tested a dedicated feed for large products.
- TripleWhale went live. That became the shared source of truth.
- Agreed a simple scale rule: if the last 14 days cleared the ROAS floor, raise budget about 20%.
- Rebuilt Shopping paths that looked poor in Google but were profitable in TripleWhale.
Marco on 14 March:
“Yes apparently the Google Ads is performing way better than what the Google dashboard saying… it seems that Google is outperforming Facebook now. We can gradually scale with Google Ads…”
And on 24 March:
“Very happy with the results as well. Have been tracking it daily on the Triple Whale dashboard as well. Very happy we got this, with better data tracking.”
Mid 2025 (May–August)
- Kept Standard Shopping as the main scale lever. PMax catchalls run in parallel.
- Post-purchase survey: Facebook #1 for discovery, Google around 24%.
- Tested Demand Gen/YouTube ads at scale. Concluded Shopping was better while it was limited by budget so scaled down and put the difference on Shopping placements.
- Wired Klaviyo audiences into PMax as signals.
- Moved server-side purchases to the primary conversion once they were stable, then raised ROAS targets over a couple of weeks so spend did not spike.
- SEO work: tech audit & content ideas & opportunities to drive more organic traffic from collection pages.
Late 2025 – 2026
- Kept going market by market on Shopping, PMax and brand Search.
- Into Q4 and 2026, Google held roughly €50–67K months at 5–6x Google ROAS. Total revenue peaked near €930K in Dec 2025.
- 2026 YTD (Jan–Aug): Google already €444K spend → €2.5M attributed revenue (5.6x). More Google spend in eight months than all of 2025.
Results
| Year | Google spend | Google attributed revenue | Google ROAS |
|---|---|---|---|
| 2023 | €10K | €117K | 11.8x (mostly brand) |
| 2024 | €79K | €410K | 5.2x |
| 2025 | €399K | €2.00M | 5.0x |
| 2026 YTD (Jan–Aug) | €444K | €2.50M | 5.6x |
From takeover (Feb 2025) to recent months (Jun–Aug 2026), monthly Google spend moved from €7K to €49K while Google ROAS sat around 5x.
Brand share of Google spend dropped from about 50% at takeover to around 5% in Jun–Aug 2026. More spend on acquiring new customers, less on people who already know the brand.
Non-brand held up as volume grew:
| Period | NB spend | NB revenue | NB ROAS |
|---|---|---|---|
| Feb–Apr 2025 | €27K | €71K | 263% |
| Jun–Aug 2026 | €138K | €489K | 354% |
Business overall
| Year | Total ad spend | Total revenue |
|---|---|---|
| 2024 | €539K | €1.57M |
| 2025 | €2.07M | €5.73M |
| 2026 YTD | €2.31M | €5.48M |
I am not going to pretend Google replaced Meta. It did not. The win is Google stopped being the neglected channel and started contributing at serious scale. Survey data had Google as a real discovery source at 24%, not just brand capture.
Closing
If you are Meta-heavy on Shopify and Google is either brand-only or a messy whole-catalog Shopping account, get in touch, I’ll help you fix the feed, conversion tracking, and scale profitably.
If you have any questions or thoughts to share, I’d love to hear from you, just send an email to victor@victorserban.com
Cheers