Google Ads for Office Supplies

Project Description

I delivered a 1,385% ROAS for an office supplies retailer by shifting focus from high-volume/low-value sales to high-AOV product bundles and value-based bidding. By isolating budgets and implementing dual-conversion tracking, I simultaneously met lead-generation targets for a hyper-niche printer-rental service (150 searches/mo). The project resulted in €319k in revenue from just €23k in spend.

The Challenge

We faced a dual-threat hurdle:
Low AOV: The office supplies market typically suffers from small Average Order Values, making high ROAS difficult to maintain against rising CPCs.
Niche Lead Gen: The printer rental market is extremely narrow, with only approximately 150 searches per month, leaving almost no room for inefficient bidding.

The Solution

I implemented a bifurcated strategy to address both goals independently:
Dual-Conversion Optimization: I separated the account into distinct campaign tracks for sales and lead generation, optimizing each against its specific conversion action to prevent data "smearing".
AOV Maximization: For the e-commerce side, I focused exclusively on high-AOV products and bundles. By targeting items with the highest price points and utilizing Value-Based Bidding, I forced the algorithm to prioritize order value over raw transaction volume.
Spend Isolation: I isolated the budget away from low-performing product groups, ensuring every euro was funneled into high-ROAS segments.

The Results

Exceptional ROAS: Shattered the initial 500% goal, reaching a peak 1,385.98% ROAS.
Sales Volume: Generated over €319k in sales from a modest €23k spend.
Lead Gen Efficiency: Successfully captured the required lead volume despite the narrow market constraints through hyper-targeted search and Performance Max expansion.