Scaling on Value of Sales and Growing ROI Consistently

Timeline

12+ months | April 2024 - Present

Our Role

Performance & Growth

Strategic Advisory

Google Ads Management

SpaParts is an e-commerce business specializing in pool and spa equipment in France. They came to Makina with a Google Ads account that was active but inefficient—spending budget without delivering profitable growth. The challenge was to turn a stagnant account into a scalable revenue engine.

The Challenge

The SpaParts account wasn't just underperforming—it was fundamentally broken:

  • Tracking issues: Conversions were not being recorded correctly, making optimization impossible
  • Broad targeting: Budget was being wasted on irrelevant search terms
  • Low ROI: The account was barely breaking even
  • No scalability: Increasing budget just increased waste, not sales

They needed a complete overhaul to stop the bleeding and start growing.

SpaParts solution visual

The Solution

Complete Account Rebuild (April 2024)
We launched a fully restructured ecosystem with:

  • Granular Segmentation: Separated campaigns by product category (Pumps, Filters, Heaters, etc.)
  • Shopping Ads Optimization: Feed optimization to show the right products to the right searchers
  • Negative Keyword Lists: Aggressive filtering to stop wasted spend
  • Accurate Tracking: Fixed conversion tracking to measure real revenue, not just clicks

Scaling Phase (Summer 2024)
Once the foundation was solid, we scaled aggressively during the peak season:

  • Increased budgets on high-performing categories
  • Launched dynamic remarketing to capture abandoned carts
  • Optimized bidding strategies for ROAS (Return on Ad Spend)

The Results

1200%

Peak ROI (up from 200% at launch)

€63K

Peak monthly revenue (2025 season)

355

Peak monthly conversions

The numbers show the transformation clearly:

  • ROI Growth: Started at 200% ROI, scaled to 1200% ROI at peak
  • Revenue Scale: Reached €63K/month in revenue during the season
  • Conversion Volume: Peaked at 355 conversions/month
  • Consistent Performance: Even in off-peak months, the account remains profitable

A Scalable E-commerce Engine
SpaParts now has a predictable, high-performance growth engine. We know exactly how much revenue every Euro of ad spend generates, allowing the business to plan inventory and growth with confidence.

Get In Touch