Boost Your online sales: Google Ads Success Case Study
270 conversions for a bubbler company in 6 months!
When Bubblers engaged Bel Digital, the goal wasn’t to fix a broken Google Ads account. It was to unlock growth opportunities that hadn’t yet been fully explored. While the account was reasonably well set up internally, one key area was quietly limiting performance: conversion tracking.
447% conv
Increased conversions by 447% in 6 months
8.4% conv rate
Conversion average in 6 months of Google Ads
270 leads
270 Leads generated in the first 6 months
$25.58 CPA
CPA of $25.58 which is 20% less than Q2
about the business
This Australian business supplies commercial-grade water solutions and equipment, often sold as one-off or high-value purchases. Their customers typically research carefully, shortlist products, and then seek expert advice before finalising a purchase. As a result, the buying journey doesn’t always follow a simple “click and buy” path and often includes phone calls and enquiries before checkout.
The internal Head of Marketing had been managing Google Ads in-house with respectable results. However, as the role became increasingly busy, handing Google Ads to an external specialist allowed for a full strategic review — not just maintenance, but a genuine opportunity to improve performance and uncover new growth levers.
The problem
At first glance, the account looked solid. Purchase tracking was active and working, campaigns were live, and traffic was coming through. However, performance data wasn’t telling the full story. Important lead actions such as contact forms and quote enquiries weren’t being tracked, and Google’s automation was making decisions based on incomplete signals.
In a business where customers frequently add products to cart and then call to finalise their order, the way conversions were defined and prioritised was critical.
Without accurate signals, Google Ads was optimising in the dark, limiting its ability to scale the right type of demand.
what Bel. Digital found
- Google Auto-apply recommendations were turned on
- Contact and quote form submissions weren’t tracked
- Missing conversion goals in the original Performance Max campaign
- Two purchase-related conversion actions were non-functional and causing reporting confusion
- Heavy reliance on “Add to Cart” without supporting lead-based conversion
- Negative keywords added inconsistently, with no structured lists
- Search terms showing DIY, competitor, and irrelevant brand traffic
- Limited visibility into offline or assisted sales behaviour
data-driven optimisation
Installed external conversion tracking software to feed accurate sales data back into Google Ads.
automation control
Disabled auto-apply recommendations and removed automated additions to regain full strategic control.
traffic quality
Built structured industry and campaign-specific negative keyword lists to remove irrelevant searches.
conversion tracking rebuild
Introduced form and click-to-call tracking so Google could optimise toward real enquiries and assisted sales.
campaign testing
Launched a comparison Performance Max campaign to shift focus toward purchases and enquiries.
smart conversion logic
Kept “Add to Cart” as a primary conversion based on real customer behaviour — not generic ecommerce rules.
our solution
We started by tightening control. Google Auto-apply recommendations were switched off to prevent unwanted changes, and conversion tracking was rebuilt to reflect how customers actually buy.
New form submission and click-to-call conversions were created to capture enquiry-driven leads, while existing Google-hosted conversions were reviewed and left in place where appropriate.
To strengthen data accuracy further, we recommended and installed external conversion tracking software. This allowed successful sales to be fed back into Google Ads and provided CRM-level visibility into lead quality and revenue by source.
Two non-functional purchase actions were reclassified as secondary conversions to clean up reporting without losing historical data.
From there, we focused on optimisation and testing. A second Performance Max campaign was launched as a comparison test, deliberately excluding “Add to Cart” as a primary conversion to encourage Google to prioritise purchases and enquiries.
We also tested a Search campaign to broaden visibility and intent coverage. Campaign goals were set explicitly to Sales, ensuring Google’s algorithm optimised toward revenue-driven outcomes rather than surface-level engagement.
Industry-specific and campaign-specific negative keyword lists were built, overseas traffic was excluded, automated Google additions were removed, and routine search term audits were introduced to continually refine traffic quality.
Throughout the process, we worked closely with the client to understand their sales process and ensure campaign logic aligned with real-world buying behaviour.
results
In Q2 2025/26, the first three months under Bel Digital management, the account achieved a 47% increase in conversions compared to Q1 2025/26.
Across the quarter, the campaigns delivered 122 conversions, representing a 147% increase overall, with an average CPA of $31.27 and an average conversion rate of 5.70%.
This account is a clear example of why a cookie-cutter approach doesn’t work. In most ecommerce scenarios, “Add to Cart” would never be a primary conversion. But for this business, selling commercial equipment where customers often shortlist products before calling, it became a powerful intent signal.
By understanding the buying journey and feeding Google the right signals, performance improved quickly and sustainably.
6-month update
Love Bel’s no-nonsense and results-driven approach to SEM. She has been incredibly helpful in shaping our digital marketing strategy and we look forward to working with her in the future!
BUBBLER COMPANY
Ready to come up with a plan of attack?
2026 started off with a bang, with $34,293 in total sales off a $936 ad spend. Q3 had a total of 148 conversions, up 117% compared to last quarter. $81,531 in quotes sent out. So far, $46,183 in total sales with more still coming in. The average cost per conversion for the quarter was $25.58, which represents a further 20% saving. The average conversion rate increased by 168%, from 5.70% to 8.38%, in one quarter.
The addition of external (to Google) conversion tracking software has meant we can clearly and very specifically track the results of this hybrid Google Ads account, where some sales are performed online and others offline. The importance of painting the entire picture can’t be overstated.
We have some other ideas up our sleeve and can’t wait till the client is ready to tackle the next phase.