Multi-Language E-commerce Account: ROAS Nearly Tripled in 90 Days

A scale-tier e-commerce account operating at a $3,000 monthly Google Ads budget reduced cost-per-acquisition by 35.05% (from $230.41 to $149.64) and lifted ROAS by 189.09% (from 1.10x to 3.18x) over a 90-day optimization window. The account operates across multiple market languages with separate campaign structures for brand protection and Performance Max shopping.

Key Takeaways

• ROAS nearly tripled from 1.10x to 3.18x, crossing above the stated 3.0x target.
• CPA reduced 35% from $230 to $150, a meaningful move even on an unprofitable baseline.
• Conversions grew 53% on essentially flat spend ($8,129 to $8,070).
• Account runs separate brand protection and Performance Max shopping structures across multiple languages.

The Account

A scale-tier e-commerce account at a $3,000 monthly budget with a target ROAS of 3.0x. Campaign structure includes brand protection campaigns, Performance Max shopping campaigns, and dynamic search campaigns across multiple market languages.

The Challenge

Metric	Baseline (90 days)
Spend	$8,128.88
Conversions	35.28
Conversion Value	$8,937.08
CPA	$230.41
ROAS	1.10x
CTR	1.89%

A 1.10x ROAS means the account was effectively breaking even on a variable-cost basis. The CPA at $230 was high relative to the typical average order value in an e-commerce context.

The Approach

Step 1: Brand protection hygiene. The team added keywords to brand protection campaigns to ensure that brand queries were being captured at the lowest possible CPA.

Step 2: Dynamic search ad refinement. DSA campaigns received keyword additions to improve match quality.

Step 3: Performance Max shopping optimization. P Max shop-only campaigns were audited and refined with negative keyword exclusions.

Step 4: Multi-campaign keyword additions. Single-session additions covered multiple campaigns simultaneously, reflecting a coordinated approach rather than campaign-by-campaign work.

The Results

Over the 90-day optimization window (September 17 to December 16, 2025):

Metric	Before (90 days)	After (90 days)	Change
Spend	$8,128.88	$8,069.91	-0.7%
Conversions	35.28	53.93	+52.9%
Conversion Value	$8,937.08	$25,624.40	+186.7%
CPA	$230.41	$149.64	-35.1%
ROAS	1.10x	3.18x	+189.1%
CTR	1.89%	2.21%	+17.0%

Conversion value nearly tripling (+187%) while conversion volume grew only 53% indicates a substantial mix shift toward higher-value orders. This is the ideal optimization pattern: not just more conversions, but better conversions.

Lessons Learned

1. Flat-spend restructuring reveals pure efficiency gains. With spend essentially unchanged, every improvement in conversion metrics is attributable to structural changes rather than budget growth.

2. Brand protection campaigns are often under-optimized. They are easy to set up and ignore, but they carry the highest-intent traffic in the account and deserve the same hygiene discipline as generic campaigns.

3. Multi-language accounts benefit from coordinated changes. Running parallel optimizations across language-specific campaigns is more efficient than treating each one independently.

4. A 189% ROAS lift in 90 days is possible from a distressed baseline. Percentage gains compound from low starting points. The same optimization work on a 5x ROAS account would produce a fraction of the headline number.

Methodology Note

Data sourced from a managed Google Ads account in an e-commerce business at the scale budget tier. All identifying information has been removed. Performance metrics reflect the best 90-day window (September 17 to December 16, 2025) compared against the prior 90-day baseline (June 19 to September 16, 2025). The account executed 89 documented optimization actions during the measurement period. Metrics reported in USD.