How VerdantShop Scaled Shopping Revenue 3.2x in 6 Months

Context

VerdantShop is a mid-size ecommerce store selling sustainable home products — kitchenware, cleaning supplies, personal care, and home textiles. They run on Shopify with roughly 800 SKUs. Monthly ad spend at intake was approximately €8,000 across Google and Meta.

The business was profitable but stagnant. Revenue had plateaued for 3 quarters. The previous agency managed campaigns on autopilot — one Performance Max campaign for everything, no feed optimization, no retargeting strategy.

Funnel type: Ecommerce (direct purchase) Average order value: €62 Target ROAS: 3.5x (we exceeded this)

Constraints

• Budget: Limited to €10,000/month total ad spend (could increase if ROAS targets were hit)
• Tracking: Google Analytics 4 was installed but Enhanced Ecommerce tracking was partially broken. Product-level revenue data was missing for about 30% of transactions
• Creative: Small team with limited capacity for new creative. Photography was good but no video production capability
• Seasonality: Home products have modest seasonality, with Q4 holiday gifting being the strongest period

Hypotheses & Experiments

Hypothesis 1: Feed quality is limiting Shopping performance

The product feed had generic titles (“Bamboo Cutting Board” instead of “Organic Bamboo Cutting Board — Large, Sustainable Kitchen Essential”), missing GTIN codes for 40% of products, and no custom labels for margin segmentation.

Experiment: We rebuilt the product feed with keyword-optimized titles, complete attributes, and custom labels segmenting products into high-margin (>60%), mid-margin (40-60%), and low-margin (<40%) tiers.

Hypothesis 2: One Performance Max campaign cannot optimize 800 SKUs effectively

All products were in a single Performance Max campaign. High-margin bestsellers competed for budget with low-margin accessories.

Experiment: We restructured into 4 campaigns: (1) Standard Shopping for top 50 products with manual bidding, (2) Performance Max for high-margin products, (3) Performance Max for mid-margin products, (4) Low-priority catch-all for remaining items.

Hypothesis 3: No retargeting = leaving money on the table

Cart abandonment rate was 72%. No retargeting was running. Visitors who viewed products disappeared forever.

Experiment: We launched Meta dynamic product retargeting for cart abandoners (7-day window) and product viewers (14-day window), plus Google Display retargeting for all visitors (30-day window).

Week-by-Week Progress

Weeks 1-2: Fixed Enhanced Ecommerce tracking. Rebuilt product feed. Launched new feed to Google Merchant Center. Weeks 3-4: Restructured campaigns from 1 PMax to 4 campaigns. Set up bid rules for Standard Shopping. Launched retargeting on Meta and Google. Weeks 5-8: Monitored new structure. Standard Shopping for top products immediately outperformed old PMax. Retargeting generated 2.1x ROAS from week 1. Weeks 9-12: Optimized bids per product in Standard Shopping. Added negative keywords aggressively. Feed improvements led to 40% increase in Shopping impression share. Months 4-5: Expanded budget from €10K to €14K as ROAS exceeded targets. Added Google Search campaigns for top-performing non-brand keywords. Creative testing on Meta with static image variations. Month 6: Full cruise — all campaigns optimized, retargeting matured, feed score at 92/100. Revenue hit 3.2x of starting baseline.

Results

Metric	Before	After (Month 6)	Change
Monthly Revenue from Ads	€16,800	€53,760	+220%
ROAS	2.1x	4.8x	+129%
Average CPC (Shopping)	€0.38	€0.29	-24%
Cart Abandonment Recovery	0%	12%	New
New Customer Acquisition Cost	€31	€19.20	-38%
Product Feed Score	54/100	92/100	+70%

What Did Not Work

• Performance Max for low-margin products: ROAS was consistently below 2x. We reduced budget allocation and accepted these as loss leaders for customer acquisition only.
• Video ads on Meta: We tested simple product slideshow videos but they underperformed compared to strong static images. For this catalog, photography was the stronger asset.
• Broad match keywords on Search: Even with Smart Bidding, broad match attracted too many irrelevant searches. We stayed with phrase and exact match.

Takeaways

1. Feed quality is the most underrated lever in Shopping. The same products with better titles and attributes got significantly more impressions and clicks at lower CPCs.
2. Segmenting products by margin changes everything. When you bid aggressively on high-margin products and conservatively on low-margin ones, blended ROAS improves even if total spend stays the same.
3. Retargeting for ecommerce is not optional. Cart abandonment retargeting had the highest ROAS of any campaign type. It should be running from day one.
4. Standard Shopping still has a place. Performance Max gets the attention, but Standard Shopping gives you the control needed for top products. Use both.