Ecommerce Growth Through Strategic Google Ads Management

Roofing Kits Direct is an ecommerce business specialising in roofing product bundles and kits. When they first partnered with us in 2020, they had been managing their Google Ads campaigns internally but knew the account wasn’t reaching its potential.

An initial audit revealed a limited campaign structure, broad targeting leading to low click-through rates, and conversion tracking that was counting results twice. Roofing Kits Direct needed a partner who could bring accuracy, structure, and a clear growth strategy to their paid media activity.

There were three key objectives for the business:

• Fixing conversion tracking to ensure decisions were based on accurate data
• Expanding visibility across their full product range, including new lines as they launched
• Improving campaign efficiency and return on ad spend across the account

We worked with Roofing Kits Direct to establish accurate tracking, a scalable campaign structure, and a strategy that evolved alongside their growing product catalogue.

Our approach involved regular consultation to understand their customers’ buying behaviour, product margins, and commercial priorities, ensuring every campaign decision was grounded in real business context.

Together, we introduced Target Return-on-Ad-Spend bidding strategies, optimised product feeds across Shopping campaigns, and refined landing page experiences to improve conversion rates. As the account matured, we launched feed-only Performance Max campaigns alongside each key product range, tripling sales year-on-year.

On the tracking side, we moved beyond standard GA4 tags to implement advanced conversion tracking through Sweetcode for WooCommerce, giving us an accurate data set to scale the account with confidence. Alongside this, we partnered with the web team to recommend conversion rate optimisation improvements including a multi-step checkout, product price comparison tools, and improved filtering.

Over four years of partnership, the results have been transformational. Revenue from Google Ads increased by 617%, turning paid media into the primary growth engine for the business.

Campaign efficiency improved significantly alongside this growth, with return on ad spend increasing by 114%, scaling the account profitably. Conversion rates doubled over the same period, reflecting the combined impact of smarter targeting, improved landing pages, and accurate tracking.

This sustained performance reflects both the strength of Roofing Kits Direct’s product offering and a collaborative approach to campaign management that has evolved consistently over four years.

• A four-year partnership built on trust, transparency, and shared commercial goals
• Campaigns that evolved alongside a growing product catalogue and changing market conditions
• Advanced conversion tracking providing a foundation for confident, data-led scaling