Google Ads Homewares ecommerce

How we took J&C Homewares' Google Shopping to a 9.22 return on ad spend

J&C Homewares had tried Google Ads with another agency and the return wasn't there. Fixing the Merchant Center feed, pruning weak products and staging the bid strategy delivered a 9.22 return on ad spend against a 4:1 target.

I Want Results Like This Target beaten in 3 months
A styled living room furnished with J&C Homewares pieces
9.22×Return on ad spendTarget was 4:1
33.3%More conversionsOver three months
3 mthsTo beat the target
01

The problem

Most of J&C Homewares' traffic and sales came from social ads. They had run Google Ads before with another agency and weren't happy with the return, so they wanted to see what we would do differently. The objective was clear: more sales, and a 4:1 return on ad spend.

Plenty was already right. A niche product at competitive prices, free shipping Australia-wide over $100, and product pages designed with conversion in mind: clear selling points, great images, shipping details up front. The challenge was Google Merchant Center. Third-party plugins generated the feed, and price and tax weren't pulling through correctly, generating feed errors.

What we were up againstPrevious Google Ads return on ad spend too lowMerchant Center feed errors on price and taxWasted spend on products that didn't return
The J&C Homewares homepage, with free Australia-wide shipping over $100 front and centre.
The J&C Homewares homepage, with free Australia-wide shipping over $100 front and centre.
02

What we did

The feed came first. Working with our direct contacts at Google and the plugin providers fixed the price mismatch, and an automated rule that multiplied price by 1.1 solved the tax problem. From there it was about data: months of product-level performance, a disciplined exclusion rule and a bid strategy matched to the campaign's stage.

1Fixed the Merchant Center feedPrice mismatches were resolved with Google and the plugin provider, and a rule multiplying price by 1.1 fixed the tax.
2Collected product-level dataOver the following months we tracked how each product performed, so decisions were made on evidence rather than assumptions.
3Excluded products below 2:1Anything with a cost per acquisition worse than a 2:1 return was excluded, freeing budget for the products that sold.
4Staged the bid strategyMaximise conversions for the first one to two months to gather data, then a switch to Target ROAS once the products had enough history.
The J&C Google Ads account: Smart Shopping split into priority and everything-else campaigns, with search and remarketing alongside.
The J&C Google Ads account: Smart Shopping split into priority and everything-else campaigns, with search and remarketing alongside.
03

The results

Over three months we outperformed J&C Homewares' expectations. A strong product offer, a conversion-optimised product page and a properly tuned Smart Shopping campaign combined for a 33.33% increase in conversions and a 9.22 return on ad spend, well past the 4:1 target.

With the feed clean and the account learning from real product data, the next step is scaling spend into the products that have proven they return.

Want results like this?

Tell us about your market and we'll tell you honestly whether we can move it, and what it would take. No lock-in contracts, no hard sell.

Get a free growth plan

More success stories

See all results
Polished exposed-aggregate concrete laid by Absolute ScapesGoogle AdsHow Absolute Scapes swapped SEO spend for Google Ads and now converts 30% of clicks30% landing page conversion rate A hand operating the touchscreen on a Konica Minolta multifunction printerGoogle AdsHow we grew Konica Minolta's AdWords leads 285% while cutting cost per lead285% more leads Two Subaru sports cars lit up at night at Bill Buckle SubaruGoogle AdsHow we cut Bill Buckle Subaru's cost per lead 72% and lifted leads 84%72% lower cost per lead