From losing money on every sale to a 6.78× return — same account, six weeks apart.
This account was spending over A$3,293.64 a month and generating less than A$1,210.24 in revenue. A 0.37× ROAS means losing 63 cents on every dollar spent before the cost of the product itself. Six weeks after restructuring, the same account returned A$10,171.88 on A$1,499.54 in spend.
Where the account started
In the six weeks before the restructure, this DTC brand's Google Ads account spent A$3,293.64 to generate 3,266 clicks and 210,817 impressions. It produced 29.14 conversions worth A$1,210.24 in revenue — a 0.37× ROAS. For every dollar going in, 37 cents was coming back out.
The account wasn't running badly in terms of volume — 210,000 impressions and 3,266 clicks is significant activity. The problem was that almost none of that traffic was converting at any meaningful value. The campaigns were optimising for clicks, not for the outcomes that actually mattered to the business.
Before and after
The full numbers
| Metric | Before | After | Change |
|---|---|---|---|
| Clicks | 3,266 | 1,149 | −65% |
| Impressions | 210,817 | 84,135 | −60% |
| Conversions | 29.14 | 124.18 | +326% |
| Cost | A$3,293.64 | A$1,499.54 | −54% |
| Revenue (Conv. Value) | A$1,210.24 4 | A$10,171.88 | +740% |
| ROAS | 0.37× | 6.78× | ~18× improvement |
| Cost per Conversion | A$113.05 | A$12.07 | −89% |
Google Ads campaign dashboard · Custom period: 1 Mar – 10 Apr 2026 · All campaigns
What this means
The account didn't just improve — it crossed from loss-making to genuinely profitable. A 0.37× ROAS means the business was paying for the privilege of losing money. A 6.78× ROAS means every dollar spent returns nearly seven, before any other optimisation.
More importantly, this was achieved with less spend, not more. The monthly budget fell from A,293 to A,499 — a reduction of more than half. Fewer clicks, fewer impressions, but four times the conversions and almost nine times the revenue. The traffic that was cut wasn't working. The traffic that remained was.
Revenue generated from Google Ads went up by 740% in the same six-week window that spend was cut by 54%. The account wasn't starved of budget — it was freed from spending on traffic that was never going to convert.
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