Google Ads Management
Google Ads is one of the fastest ways to reach potential customers who are actively searching for your products or services. I create and manage campaigns that focus on driving qualified traffic, improving conversions, and maximizing your return on investment through continuous optimization and accurate performance tracking.
Google Ads E-commerce Case Study: Music Minds
Building Google Ads campaigns from scratch to drive online sales
Project Overview
Client: Music Minds, an Irish musical instrument retailer
Campaign Period: September 1–30, 2026
Campaign Types: Google Search and Shopping
Primary Goal: Increase online orders and drive e-commerce sales.
The Challenge
Music Minds needed Google Ads campaigns focused on attracting potential customers who were actively searching for musical instruments, accessories, and related products.
The objective was to build campaigns from the ground up, reach relevant shoppers, and generate online sales while keeping advertising spend efficient.
My Strategy and Execution
My Strategy and Execution
I built the Google Ads campaigns from scratch, covering campaign structure, targeting, tracking, and ongoing optimisation.
1. Campaign Setup
Created Search and Shopping campaigns to capture relevant search demand and showcase products to potential buyers.
2. Keyword Research
Researched relevant keywords to align Search campaigns with customer search intent and product demand.
3. Bidding and Budget Management
Reviewed campaign performance and adjusted bidding to support the objective of increasing sales while managing advertising costs.
4. Google Merchant Center Optimisation
Reviewed product data and feed health to help ensure product information was accurate and eligible to appear across Google's shopping surfaces.
5. Conversion Tracking
Configured the primary purchase conversion using Google Tag Manager (GTM), with a secondary conversion action through Google Analytics 4 (GA4).
6. Performance Monitoring
Monitored campaign metrics, including sales value, conversions, advertising costs, and return on ad spend (ROAS), to identify optimisation opportunities.
Campaign Results
During September 2026, the Search and Shopping campaigns generated the following reported results:
€14,120 in combined reported sales value
€456 in combined advertising spend
30.96x calculated combined return on ad spend
60.6x Shopping campaign ROAS
14.2x Search campaign ROAS
Shopping Campaign
Purchase/Sales: €10,000
Conversions: 398.98
As Spend: 165
Calculated ROAS: Approximately 60.6x
Seach Campaign
Purchase/Sales: €4.12K
Conversions: 148.46
As Spend: 291
Calculated ROAS: Approximately 14.2x
Key Takeaways
Building campaigns from scratch requires more than launching ads. Campaign structure, keyword relevance, product feed quality, accurate conversion tracking, and regular performance reviews all play a role in effective e-commerce advertising.
This project demonstrates my hands-on experience setting up and managing Google Ads campaigns, supporting Merchant Center product data, and using campaign performance data to guide optimisation decisions.
Services Demonstrated
Google Ads campaign setup and management
Search and Shopping campaign strategy
Keyword research
Bidding and budget adjustments
Google Merchant Center optimisation
GTM and GA4 conversion tracking
Campaign performance reporting and optimisation
Ready to Grow Your Business?
Whether you need Google Ads management, SEO optimization, conversion tracking, or a high-converting sales funnel, let’s discuss how I can build a marketing system that drives measurable results.
Helping businesses grow with strategic Google Ads, SEO, conversion tracking, and marketing automation. Turning data into actionable insights that generate more leads, conversions, and revenue.
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