69% AOV Growth Through Structural Rebuild
How we transformed a volatile Google Ads account into a stable growth engine, increasing AOV from $642 to $1,084 and doubling call volume—without increasing annual ad spend.
A B2B manufacturer with strong demand but broken measurement
Our client is a U.S.-based B2B manufacturer and distributor of dry erase products serving education, construction, healthcare, manufacturing, and corporate offices. Their catalog includes standard boards, custom printed solutions, and accessories. Unlike typical eCommerce brands, this client generates significant revenue through inbound calls and lead form submissions for large B2B orders. This makes success measurement complex—platform ROAS alone doesn't capture the full picture.
Dry erase products for multiple sectors
Annual Google Ads investment
Hybrid B2B sales approach
Primary geographic focus
Heavy spend with volatile, unpredictable returns
When we took over in January 2025, the account was spending $500K+ annually but suffering from extreme performance volatility. The brand had strong demand potential, but the foundation was broken.
ROAS stabilization timeline: From extreme volatility to consistent performance
Three structural weaknesses breaking the foundation
After deep analysis, we discovered the issue wasn't 'ads performance.' The issue was that the foundation was broken. Even perfect optimization couldn't fix structural problems.
Broken Attribution
Calls are a primary revenue driver, but CallRail tracking wasn't structured reliably. Campaigns driving real revenue were undervalued, making scaling decisions based on incomplete data.
Structure Fighting Automation
Too many category-level campaigns created smaller conversion volumes per campaign, weaker learning signals, and inefficient automated bidding. Google's automation needs consolidated data to work.
No Margin Strategy
The brand sells both manufactured (higher margin) and drop-ship (lower margin) products. Ad strategy wasn't aligned with margin priorities—improving ROAS alone doesn't improve profitability.
Rebuilding the foundation before scaling
We intentionally avoided aggressive budget increases in month one. Instead, we focused on fixing tracking, restructuring campaigns, and aligning spend toward high-margin products.
Tracking & Measurement Fix
Before adjusting budgets, we rebuilt measurement infrastructure.
- Fixed CallRail tracking implementation
- Ensured calls attributed to correct campaigns
- Corrected conversion action setup
- Validated call reporting accuracy
- Adjusted call value from $275 to realistic $100
Campaign Simplification
The account was overly segmented. We consolidated for better signals.
- Consolidated low-volume campaign structures
- Paused underperforming campaigns
- Reduced overlapping segmentation
- Reorganized PMax into stronger asset groups
- Launched All Products Performance Max
Search Expansion
Once baseline stability improved, we expanded search coverage.
- Office whiteboards campaigns
- Education whiteboards (seasonal)
- Custom printed boards
- Construction use cases
- Healthcare board use cases
Seasonal Scaling Strategy
We aligned budget scaling with demand cycles.
- Construction Season (Spring-Summer)
- Education Season (August-September)
- March-April: scaled to $50K+ spend
- August: scaled to $67,810 for education peak
- Demand-driven, not arbitrary scaling
From fragmented to consolidated
The account had too many campaigns competing against each other. Consolidation gave Google's automation the signal volume it needed to function.
Fragmented
Dozens of category-level campaigns splitting conversion volume across too many buckets. Each campaign had too few conversions to train bid strategies effectively, resulting in volatile ROAS and poor automation performance.
Consolidated
Campaigns merged into fewer, higher-volume structures with stronger learning signals. Bid strategies could now optimize on clean, sufficient data—stabilizing ROAS and allowing Performance Max to function as intended.
Custom landing pages for high-ticket products
Our client sells both standard and custom printed high-ticket boards. The same product page structure doesn't work equally well for both. We built dedicated landing pages for quote-based lead generation.
The real growth drivers became clear
Fixing Tracking First
Before optimization, we rebuilt measurement. This ensured scaling decisions were based on reliable data and conversion value bidding could function correctly. Without clean tracking, the account would always remain unstable.
Simplifying for Learning
The previous structure was too segmented. Consolidation improved conversion volume per campaign, PMax learning stability, and bid strategy efficiency. Google's automation needs consolidated data to work.
Margin-Based Product Focus
AOV increased from $642 to $1,084 by prioritizing manufactured products with higher margins, reducing spend on lower-margin dropship SKUs, and scaling custom printed demand.
Seasonal Timing
Instead of scaling year-round without structure, we scaled around construction season and education season. This improved ROAS stability, conversion volume, and lead quality.
Same spend. Dramatically better outcomes.
By rebuilding the foundation instead of just optimizing campaigns, we achieved significant improvements without increasing annual ad spend.
| Metric | 2024 | 2025 | Change |
|---|---|---|---|
| Annual Ad Spend | $508,368 | $497,856 | -2% |
| Average Order Value | $642 | $1,084 | +69% |
| Website Revenue (Full Year) | — | $1,951,210 | — |
| Jun–Dec Revenue (Comparable) | $1,055,358 | $1,219,669 | +16% |
| Tracked Calls | ~700 | 1,674 | +139% |
| MER (Website Only) | ~3.76 | ~4.2 | +12% |
| Est. Call-Attributed Revenue | — | ~$1,000,000 | — |
What made this transformation possible
Foundation Before Scale
Even perfect optimization can't fix structural problems. We spent month one fixing tracking and attribution before touching budgets.
Calls Are Revenue
For B2B hybrid businesses, calls aren't secondary—they're often primary. Proper call attribution revealed campaigns that were actually performing.
Profitability > ROAS
Improving ROAS alone doesn't improve profitability. Aligning spend toward high-margin products increased AOV by 69% with the same ad spend.
Spending heavily but seeing volatile returns?
If your Google Ads account is generating traffic but performance is inconsistent, the issue might be structural. Let's talk.
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