17.33% higher ROAS after a platform migration

The online store seminteplante.ro has been around since February 2009 and was one of the first Romanian online stores selling vegetable seeds and gardening supplies. It’s owned by Ceres-Union SRL, a company that mainly sells vegetable seeds.

Where we started

The client wanted more sales and a better-known brand, especially in the seasons when people buy seeds. The company had a long history of offline sales. When we took over the account, the store had just moved from one ecommerce platform to another, and the move had cut traffic by about 20%, according to the company’s own analysis.

What we did

Over time, the account moved from Search and DSA campaigns to Smart Shopping, then to Performance Max. We adjusted the campaigns for the season, for what shoppers were interested in, and for market demand, so the store was visible when people were buying.

We used automated bidding in Google Ads, which adjusts bids in real time based on sales value.

Results, 2024 vs. 2023

• ROAS: +17.33%;
• revenue from Google Ads: +37.65%;
• conversions: +24.76%;
• cost per conversion: −5.98%;
• clicks: −14.65%;
• impressions: −7.49%.

Revenue grew faster than spend, which is where the higher ROAS comes from. Spend isn’t shown separately in the summary, but the same figures imply it grew by about 17% over 2023: the budget went up, and each euro of ad spend brought in more. The ads were seen and clicked less often, but they brought in more orders.