A Complete Google Ads Turnaround in Three Months with 7x Conversions and +92% ROI

Brand overview

AG Wallets is a family-built leather goods brand shaped by 17 years of honest craftsmanship and a commitment to lasting quality. Crafted from 100% genuine leather, it blends style, security, and functionality with RFID protection, organized storage, and flexible wear options. It is designed to move effortlessly from errands to evenings out while keeping essentials safe and easy to access.

AG Wallets offer pieces that feel reliable from the first touch to years down the road. Each wallet carries the story of the people who made it and the people who carry it, making every product personal in its own way. Despite offering high-quality leather goods, AG Wallets struggled to convert traffic due to inefficient campaign structure, high ACOS, and incomplete tracking. Their Google Ads account was generating clicks but not delivering profitable sales. 

Seeking a scalable and data-driven solution, the brand approached eStore Factory to rebuild its ad strategy and improve overall performance. The eStore Factory’s objective was to increase sales while keeping acquisition costs sustainable. The product category is competitive, margins are tight, and the brand needed a setup that could scale without wasting budget.

The challenges 

Before eStore Factory took over management, the account faced several performance barriers:

• The conversion rate was low, and ACOS was extremely high, making profitability difficult.

• Campaigns were generating low volume with no structure to support scaling.

• Tracking was incomplete, with missing conversion and value data, making ROAS impossible to measure.

• Constraints included a fixed monthly budget, seasonal fluctuations, and strict product margin limits.

These issues prevented the account from using its budget efficiently and limited growth opportunities.

Account audit insights

During the initial audit, our Google Ads specialists identified multiple structural and strategic gaps:

• Keyword setup was inconsistent, with mixed match types, duplicates, and no intent-based segmentation.

• No negative keywords were used, causing budget leakage to irrelevant searches.

• Ad copy lacked strong value messaging and did not reflect consumer intent.

• The campaign structure generated weak learning signals, restricting algorithm efficiency.

• Tracking issues included missing conversion events, no conversion value tracking, and incorrect attribution settings.

Our solutions 

1. Campaign setup

We restructured the account using a combination of Performance Max, Shopping, and Search to capture both demand and high-intent traffic.

• PMax to consolidate signals, scale profitable segments, and maximize conversion value

• Shopping campaigns to target product-level queries and improve visibility

• Search campaigns for branded and high-intent non-brand terms

2. Targeted improvements

Our team rebuilt targeting from scratch:

• Organized keyword themes by intent

• Added audience signals, such as in-market shoppers and past converters

• Filtered locations by conversion likelihood

• Adjusted device distribution to allocate more spend where users convert best

3. Bidding upgrades

We moved the account from manual CPC to automated smart bidding:

• Maximize conversions

• Maximized conversion value

• Introduced target CPA and target ROAS as data matured

4. Creative improvements

eStore Factory’s ad specialists refreshed the entire creative set:

• New RSA combinations with improved quality scores

• Stronger messaging highlighting value and product benefits

• Enhanced assets for PMax campaigns

• Minor landing page refinements to improve conversion rate

5. Optimization actions

Ongoing management by eStore Factory’s Google Ads team included:

• Adding negative keywords to reduce wasted spend

• Pruning irrelevant queries and shifting budget to top-performing segments

• Adjusted bids by audience, device, and location

• Improved shopping feed quality for higher relevance

• Enabled conversion value segmentation for accurate optimization

• Weekly performance analysis to refine budgets and scale winning campaigns

This approach helped stabilize the account first, then expand performance steadily. 

Results

Within 90 days of eStore Factory taking over, the account shifted from low performance to strong, scalable growth.

The account also saw great improvements in CTR and overall ad relevance. Shopping CTR increased from 1.85% to 2.01%, showing better targeting and more compelling product visibility. SKU campaigns continued to maintain a solid CTR near 2% while delivering higher conversions, indicating stronger user intent. 

Search campaigns reached an impressive 6.86% CTR in November, confirming that the refined keyword themes and ad messaging were closely aligned with what shoppers were actively looking for.

In just three months, eStore Factory’s Google Ads consultant transformed the account into a profitable, scalable engine. The combination of PMax, Shopping, and Search campaigns delivered a clear lift in conversions, revenue, cost efficiency, and return on ad spend, giving the brand a strong foundation for long-term growth.