Rigging: 422% ROAS in one month

For a store handling wholesale orders, two enquiry paths matter: a purchase directly on the website and a phone call to a sales representative. Ecommerce tracking was not in place at launch, which prevented a complete assessment of advertising revenue.

We prepared a forecast, agreed on the budget and prioritised product categories. We configured the required accounts, conversion goals and remarketing audiences. We also recommended implementing ecommerce tracking and call tracking so that campaigns could receive data on purchases and actual phone calls.

We built the Google Ads structure around the agreed product range, using several advertising tools:

• Search campaigns. We researched keywords for angle brackets, prepared Dynamic Search Ads for that category and built a separate branded campaign.
• Performance Max. We developed campaigns with product and text ads for angle brackets, rigging hardware and self-tapping screws. Some categories were introduced after the initial launch.
• Display remarketing. We prepared a campaign to reach previous website visitors again.

The campaigns launched in mid-March. As work progressed, we added categories outside the initial forecast and adjusted settings using the incoming data.

The term “angle bracket” covers products for different construction tasks. Ads could appear for products and dimensions that Rigging did not stock.

We reviewed search queries and expanded the negative keyword list, including dimensions absent from the catalogue. This helped align advertising with the store’s range and reduce impressions for irrelevant searches.

Following our recommendations, the client implemented ecommerce tracking on the website. Purchase and purchase-value data became available in the account, providing a basis for evaluating ecommerce advertising.

Call tracking was also connected while the campaigns were running. This enabled actual calls to be recorded as conversions and used for campaign learning. Both tools were fully operational in April, making it the first complete reporting month.

A 422% ROAS means UAH 4.22 in recorded online-purchase revenue for every UAH 1 spent on advertising. It is the ratio of revenue to ad spend, rather than a measure of net profit.

The Google Ads report shows 142.12 under purchase; the presentation summary rounds this to 142. Purchases and calls are reported separately: adding them does not establish a count of unique customers. Revenue from telephone orders is not specified in the source and is therefore excluded from the reported ROAS.

We restarted Rigging’s advertising after a long pause, built new campaigns and worked with the client to establish purchase and call measurement. In the first complete month with operational tracking, the report recorded approximately 142 purchases, 15 calls and a 422% ROAS from online purchases.

The next steps identified at the end of this period were to expand product coverage and optimise campaigns using purchase, call and revenue data. For companies with a similar sales process, iWeb combines B2B advertising with measurement of online and telephone results.