Google Ads Case Study
Google Ads Case Study: 43% Lower Cost per Sale for BoConcept
Scale Oxford brought the cost of each sale from Google Ads down by 43% for BoConcept. The account was counting some sales twice and missing others, so Google’s bidding was learning from the wrong numbers. We fixed the tracking before changing a single bid, then gave high-margin and low-margin products their own campaigns and targets.
- BoConcept
- Ecommerce, furniture
- United Kingdom
- October 2025–June 2026 (9 months)
01THE CLIENT
The Client: Growing Ad Spend, Flat Sales
BoConcept sells furniture online across the UK, and Google Ads is its biggest source of sales. Every month it was spending more on advertising, and every month the orders failed to keep pace.
The ecommerce manager wanted the cost of each sale brought down first, and only once that held would we look at how far the account could grow. We kept the existing account rather than starting again, because its conversion history was worth more than a clean slate.
Worked inGoogle AdsGA4Tag Manager
02THE PROBLEM
The Problem: Google Was Learning From the Wrong Numbers
Smart bidding is only as good as the conversion data it is fed. In this account, much of that data was wrong.
Sales Counted Twice
Some purchases were recorded twice and others not at all, so the figures Google bid on didn’t match the orders in the shop.
Every Product Treated the Same
High-margin sofas and low-margin accessories shared one campaign and one target. The budget went wherever clicks were cheapest.
Paying for the Wrong Searches
Broad keywords with no negative lists were buying clicks from people looking for furniture jobs, repairs and second-hand sofas.
What the Wider Data SaysPublished numbers from outside Scale Oxford that explain why the work was done in this order.
- Every auction
gets its own bid from Google’s Smart Bidding, worked out from the conversion data the account sends it.
SourceGoogle Ads Help, “About Smart Bidding” - 8%
more sales for Vodafone from a landing page whose main content loaded 31% faster, in an A/B test on its paid traffic.
Sourceweb.dev (Google), Vodafone case study (2021)
03OUR WORK
What We Did: Correct Numbers First, Then the Campaigns
We spent the first stretch on tracking, checking every conversion action in Google Ads against the shop’s own order records. The duplicates came from the Google Ads purchase tag and an imported GA4 purchase both being set as primary conversions, so each order counted twice. The missing sales were orders paid through PayPal, which returned customers to a confirmation page with no tag on it. Once both were fixed we set up purchase values, so Google could bid on revenue rather than on the number of orders.
With reliable numbers coming in, we split the catalogue by margin and sales history. The sofa ranges got their own Shopping and Performance Max campaigns with targets that reflect what they earn, and accessories were given a separate, tighter budget. Negative keyword lists were built from the search terms report, which took out the job seekers, the repair searches and the people after second-hand pieces.
From then on the work was weekly. We tested new product titles, images and ad copy, kept what brought sales in at the right cost and moved budget away from what didn’t. We held spend flat until the cost per sale had settled, and only then raised it a little at a time. The ecommerce manager joined a weekly call and could see the same figures in a live dashboard between calls.
04RESULTS
The Results: What Changed in the Account
Results for BoConcept, October 2025–June 2026 (9 months): 43% lower cost per sale, 81% higher return on ad spend and 162% more revenue from Google Ads.
These figures come from Google Ads and the shop’s own order data for the period shown, and revenue is compared with the same length of time before we started. With the cost per sale holding, the work now is finding out how much further spend can go before it starts to rise.
- 43%Lower cost per saleAd spend divided by orders from Google Ads
- 81%Higher return on ad spendRevenue from Google Ads divided by ad spend
- 162%More revenue from Google AdsCompared with the same length of time before we started
- Client
- BoConcept
- Sector
- Ecommerce, furniture
- Market
- United Kingdom
- Period
- October 2025–June 2026 (9 months)
05MORE CASE STUDIES
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06QUESTIONS
Google Ads Case Study: Frequently Asked Questions
- Can Scale Oxford take over our existing Google Ads account?
Yes, and we usually prefer to, because an existing account holds the conversion history that Google’s bidding depends on. To start, Scale Oxford needs admin access to Google Ads, Merchant Center, GA4 and Google Tag Manager, plus a way to see your order data so we can check conversions against real orders. The account stays in your name throughout.
- How long does it take to lower cost per sale on Google Ads?
It usually takes a few weeks after the tracking is fixed, because Google’s bidding needs time to relearn from correct data. Scale Oxford keeps budgets steady during that period, then improves the account week by week once the numbers have settled.
- How much does Google Ads management cost, and do you take a percentage of spend?
Scale Oxford charges a fixed monthly management fee, chosen by how much you spend on ads, and never a percentage of your budget. The packages are listed on our pricing page. Your ad spend is paid directly to Google, and we take no commission or rebate from it.
- Who manages the account day to day?
An account strategist and a campaign manager from Scale Oxford work on the account, with a co-founder co-managing it, and larger accounts have more of the team on them. You can reach them on Slack between the weekly calls.
- How do you report on Google Ads performance?
Scale Oxford sends weekly reports and gives you a live dashboard that updates daily, covering spend, sales, cost per sale and return on ad spend. For an online shop we check those figures against your own order records, not only against what Google reports.
- Do you manage Google Ads for online retailers across the UK?
Yes. Scale Oxford runs Google Ads for online shops across the UK, and for ecommerce brands we often plan it alongside the rest of the store’s marketing. Our ecommerce marketing page covers that wider work.
- Do you run Shopping and Performance Max campaigns?
Yes. For online retailers they are often the largest source of sales from Google, and Scale Oxford manages them alongside search campaigns. The product feed in Merchant Center matters as much as the campaign settings, so product titles and images are part of the weekly testing.
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