PLAY VINYL: Google Ads optimization — ROAS from 791% to 1091%

PLAY VINYL is a niche brand for audiophiles: vinyl records, speaker systems and related audio equipment. This is a detailed breakdown of the work with Google Ads — how we rebuilt the account and improved the metrics across all key indicators.

Task

Improve the existing ad-account results. The main priority — to lower the cost per conversion and increase payback.

Before working with us, PlayVinyl had cooperated with several agencies with moderate results, and for a while the account ran on its own — only on previously launched campaigns.

Initial state (statistics for the 6 months before us)

• CTR: 1% · CPC: UAH 8 · CPM: UAH 101
• Conversions: 846 · Cost per conversion: UAH 939.4
• ROAS: 791% · Average budget: $3,200/month

Problems found: many ineffective campaigns were draining the budget with almost no conversions, and optimization targeted several conversion events at once, which hindered the algorithm.

Our solution

• Removed the ballast. Switched off all ineffective campaigns that had been draining the budget for months.
• Moved to Performance Max — by the available statistics, search campaigns had poor dynamics in this niche. We focused on one conversion event and changed the bidding strategy from «maximize clicks» to target ROAS.
• Audiences: remarketing (visitors without a purchase), PMax audience signals by interests based on Google Analytics, custom audiences (those interested in competitors’ sites or searching for «vinyl records», «speaker systems», etc.).
• Product feed: segmented all 5,910 products with labels by genre, brand and other attributes; split ads by product groups to find the most effective sections.

Result: before / after

Metric	Before	After
CTR	1%	2%
Conversions	846	1509
Cost per conversion	UAH 939.4	UAH 565.84
ROAS	791%	1091%

Moving to Performance Max with a focus on one conversion and a target-ROAS strategy gave a 78% increase in conversions and a 40% reduction in cost per conversion — with an almost unchanged budget. Feed segmentation and audience work made the result stable and scalable.