12+ months | April 2024 - Present
Performance & Growth
Strategic Advisory
Google Ads Management
Scaling on Value of Sales and Growing ROI Consistently
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 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.
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)
Peak ROI (up from 200% at launch)
Peak monthly revenue (2025 season)
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.
