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+165% online sales through Google Ads scaling for a premium finishes brand
How do you scale Google Ads for a store with technical products, B2C orders, B2B projects and many sales completed by phone? For this anonymised brand, the objective was not to protect spectacular ROAS on a small volume, but to attract more relevant demand and turn the channel into a consistent source of growth. Period analysed: 1 January–18 August 2026, compared with the same period in 2025.
Absolute sales and budget amounts are not published. The study shows changes, decisions and relevant results without exposing the client's commercial data.
More demand, more volume, final ROAS of 8.05×
- +164.9% total sales recorded in Shopify;
- +159.1% online orders;
- +161.5% net sales;
- +176.6% conversion value attributed by Google Ads;
- +213.0% conversions reported by Google Ads;
- media investment scaled by 596.1%;
- 8.05× ROAS after scaling;
- more than half of sales generated or assisted by Google are completed by phone/offline, according to information supplied by the client, and are not included in the Shopify results presented here.
An online store, technical advice and projects that close outside checkout
The client sells premium profiles and finishes for interior design. The catalogue serves individual buyers as well as architects, designers and builders. A simple order can be completed directly in Shopify. For a more complex project, the customer checks dimensions, quantities, compatibility or availability, talks to the team and completes the order by phone or offline.
The fully measurable online journey
Google Ads → website → Shopify order.
The journey only partly visible in platforms
Google Ads → website → technical discussion → phone/offline order.
The challenge went beyond bringing in traffic. We needed to increase volume without judging the channel exclusively on orders reaching checkout directly.
Increase volume, rather than simply maintain high ROAS
In the reference period, the account ran on a limited budget and mainly captured very high-intent demand. This structure can produce excellent ROAS, but has a clear ceiling: it quickly reaches the limit of reliable demand.
Scaling meant expanding beyond this area in a controlled way, covering more searches, products and moments in the purchasing process. ROAS was expected to normalise as investment grew. The important question was whether the business was generating more orders and more sales, rather than whether the platform maintained the same efficiency on a budget almost seven times larger.
Strategy built around purchase intent and the actual catalogue
Rather than a single campaign receiving the entire budget.
We separated campaigns' commercial roles
Shopping and Performance Max for demand directly connected to products and the catalogue; Search for clear-intent searches and protecting brand demand; separate segments and tests for categories, products or terms that needed validation before receiving more budget. This separation enabled investment to move towards areas generating value, without weak products or searches consuming the main budget unchecked.
We connected optimisation to commercial availability
Performance was assessed beyond clicks and reported conversions. We tracked products and categories generating orders; conversion value, cost and volume; queries indicating real intent; product availability and feed quality; and the difference between demand for a direct order and demand requiring advice.
We used Shopify to verify real growth
Google Ads shows what the platform attributes to itself. Shopify shows what was actually recorded in the online store. We tracked changes in both sources, without adding them together or automatically calling all Shopify sales “Google sales”. This separation allowed us to scale the account without confusing platform performance with the total commercial result.
Two identical periods: 01.01–18.08, 2025 vs 2026
Average order value remained almost stable. Sales growth came mainly from a much larger volume of orders, rather than an artificial change in average basket value. Meanwhile, media investment grew faster than platform-attributed value, a normal dynamic when an account expands from narrow, highly reliable demand to a broader market.
Why lower ROAS can mean a better result
Very high ROAS on a small budget can look good in a report, but does not show how much the business can grow. After scaling, the account maintained 8.05× ROAS while:
Percentage efficiency normalised, but the channel began producing much greater commercial volume. For this project, that is the relevant result.
What is not fully visible in Shopify
According to information supplied by the client, more than 50% of sales generated or assisted by Google are completed by phone/offline and are not entered in Shopify. We have not converted this estimate into a public total or added it to online sales: without a reconciled register, it would be impossible to correctly separate attributed orders, assisted orders and potential overlap between sources.
The published results therefore include only:
- changes in online sales and orders recorded by Shopify;
- changes in metrics reported by Google Ads;
- qualitative information about offline orders, explicitly labelled as client-reported.
The channel's full impact may be greater, but we do not present it as proven revenue until offline orders can be tracked and reconciled.
Closing the loop between the ad and the phone sale
The main opportunity is more complete measurement of the commercial journey, rather than a new campaign. Recommended next steps are:
- call tracking for calls originating from the website and ads;
- recording the source of quote requests;
- importing offline conversions into Google Ads;
- linking the value of orders completed by phone;
- monthly reconciliation between Shopify, Google Ads and offline orders.
This allows the algorithm to learn from orders that reach checkout directly as well as from searches that initiate valuable projects closed by the sales team.
Sustained volume, with final ROAS of 8.05×
The client needed Google Ads to support more volume while retaining control of efficiency, rather than impressive ROAS preserved in a small account. Results for the period analysed: Shopify sales +164.9%, online orders +159.1%, Google Ads conversions +213.0%, 8.05× ROAS after an almost sevenfold increase in investment.
The study publishes these changes without exposing monthly revenue, absolute budgets or other data that would turn the result into a financial profile of the client.
What results did the client achieve?
From 1 January–18 August 2026, compared with the same period in 2025, Shopify sales increased by 164.9% and online orders by 159.1%.
How did Google Ads change?
Investment was scaled almost sevenfold. Google Ads-attributed conversion value increased by 176.6%, conversion count by 213%, and ROAS after scaling was 8.05×.
Why are the exact amounts not published?
To protect the client's commercial data. The study publishes percentage changes and the methodology needed to assess results, without absolute revenue or budget amounts.
Are phone and offline sales included?
No. The client reports that more than 50% of sales generated or assisted by Google are completed by phone/offline, but these are not included numerically without transaction-level reconciliation.
Why did ROAS decrease after scaling?
The budget increased by 596.1%, expanding campaigns beyond the most reliable demand. ROAS normalised to 8.05×, but the channel produced 213% more conversions and Shopify recorded 159.1% more orders.
Methodology and limitations: the period analysed is 1 January–18 August 2026, compared with 1 January–18 August 2025. Changes in sales and orders come from Shopify's Online Store channel. Google Ads metrics represent platform attribution. The last complete day included is 18 August 2026. Absolute revenue, budget and monthly sales amounts are not published. Phone/offline orders are not included numerically.
Want to scale Google Ads while staying connected to commercial results?
ALLSoft Agency connects Google Ads decisions with Shopify orders and sales journeys that continue beyond the website.