Case study · Home & garden

Google Ads ROAS from 7.20 to 11.20, on a bigger budget

A Romanian home & garden online store on Google Ads and Meta Ads, with a cost-per-order ceiling agreed in advance.

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Green office chairs in a room with laptops, next to the text “+610% orders from Meta Ads”, “ROAS 11.20 in Google Ads”, “Budget almost 4× larger” and “Google cost per order down 32%”

11.20Google Ads ROAS, as total ad spend grew almost 4×

Google Ads & Meta Adschannels

June 2025–March 2026period

The short version

What we found and what we changed

The situation

The client wanted to triple ad investment without losing efficiency: no more than about €20 per order on premium products and about €10–€14 on everything else.

What we did

Cost-per-order ceilings, agreed with the client before launch.
Campaigns below the target cost got 25–30% more budget right away.
Campaigns that went over the ceiling and didn’t come back down were paused.
Meta for volume, Google for high-intent demand.

The result

The numbers, before and after

Period: June 1, 2025–March 31, 2026. Each number has its source underneath.

Google Ads ROAS

7.20 → 11.20

Google Ads · Jun 2025–Mar 2026 vs. Aug 2024–May 2025, totals row in the screenshots
Meta Ads ROAS

7.24 → 9.27

Meta Ads · same two periods, average from the screenshots
Google Ads conversions

685.88 → 2,926.94
+327%
Google Ads · orders, with Google’s attribution (hence the decimals)
Meta Ads purchases

427 → 3,033
+610%
Meta Ads · account screenshots
Cost per order, Google

€19.94 → €13.28

Google Ads · cost per conversion from the screenshots
Cost per purchase, Meta

€21.55 → €16.44

calculated from the screenshots: amount spent divided by purchases
Google Ads spend

€13,674 → €38,877
+190%
Google Ads · account screenshots; the change is measured in the account’s local currency
Meta Ads spend

€9,200 → €49,849
+452%
Meta Ads · account screenshots; the change is measured in the account’s local currency

Amounts converted from RON at the average National Bank of Romania rate for each period.

The proof

Screenshots from the client’s account

Published with the case study. Each caption says what the screenshot shows; amounts in the screenshots are in Romanian lei (RON). Click a screenshot to enlarge it.

Google Ads campaign table for the later period, with 2,926.94 conversions and a total account ROAS of 11.20 — Google Ads, June 1, 2025–March 31, 2026, totals row: €38,877 spent (RON 197,515.28 in the screenshot), 2,926.94 conversions, €13.28 per conversion (RON 67.48), ROAS 11.20.

Meta Ads campaign list for the Home & Garden account, with each campaign’s budget, amount spent in RON, purchases, and ROAS; in total, 3,033 purchases and an average ROAS of 9.27 — Meta Ads, same period: €49,849 spent (RON 253,255.75 in the screenshot), 3,033 purchases, average ROAS 9.27.

Read the full story

The client is a Romanian online store for home and garden products, advertising on Google Ads and Meta Ads (Facebook and Instagram). We compared June 1, 2025–March 31, 2026, with the period before it, August 1, 2024–May 31, 2025.

What the client wanted

To triple ad investment without paying more per order. The ceilings were set together from the start: no more than about €20 per order for premium products and about €10–€14 for cheaper ones. Usually, when the budget goes up, so does the cost per order. Here it had to stay under the ceiling.

How we worked

The budget wasn’t fixed. When a campaign brought in orders below the target cost, we raised its budget by 25–30% on the spot. When cost per order went over the ceiling and didn’t come down after optimization, we paused the campaign.

We kept testing ads with different angles and new audiences, and quickly switched off what didn’t sell. Meta brought volume; Google brought people who were already searching for the products. Product categories that sold well on Google then got more budget.

The results

The figures below come from the totals row of the account screenshots at the end of the page, for June 1, 2025–March 31, 2026, versus August 1, 2024–May 31, 2025:

Google Ads: spend from €13,674 to €38,877 (+190% in the account’s local currency), conversions from 685.88 to 2,926.94 (+327%), ROAS from 7.20 to 11.20, cost per order from €19.94 to €13.28;
Meta Ads: spend from €9,200 to €49,849 (+452% in the account’s local currency), purchases from 427 to 3,033 (+610%), average ROAS from 7.24 to 9.27, cost per purchase from €21.55 to €16.44.

Across both platforms, investment grew from €22,874 to €88,726, almost four times, and ROAS went up on both.

The account screenshots

The screenshots show the accounts as they are, in Romanian lei. Google’s ROAS for the second period: €435,346 in conversion value on €38,877 spent, or 11.198, shown as 11.20. Google conversions have decimals because Google splits the credit for an order across several campaigns. We calculated Meta’s cost per purchase ourselves: amount spent divided by the number of purchases.

Meta Ads, August 1, 2024–May 31, 2025

Meta Ads campaign list for the earlier period, with cost per result, budget, amount spent in RON, and an average ROAS of 7.24

Meta Ads, June 1, 2025–March 31, 2026

Meta Ads campaign list for the Home & Garden account, with each campaign’s budget, amount spent in RON, purchases, and ROAS; in total, 3,033 purchases and an average ROAS of 9.27