Scaling from $0 to $17M with 27x ROAS: How PPC Rockers Built a Full-Funnel Ad Strategy for a Competitive E-commerce Brand

Spa Store NZ is a New Zealand-based B2C e-commerce brand specializing in high-quality spa parts, chemicals, and accessories. Serving spa owners nationwide, they carry everything from replacement pumps and filters to specialty chemicals and covers for multiple well-known spa brands. Although they had built a reputation for product expertise and responsive customer support, their digital presence was underdeveloped: website traffic did not translate into sales, and product discovery was poor despite a vast inventory.

In New Zealand’s leisure and wellness sector, brands face mounting pressure to digitize; the spa parts industry, once dominated by brick-and-mortar referrals, was shifting online. Competitors were leveraging paid media to gain SERP dominance and steer potential buyers to their shopping feeds. Against this backdrop, Spa Store NZ needed more than just an account—they needed to become the first choice in online spa parts and accessories. That’s where our team stepped in to audit, restructure, and ultimately transform their Google Ads performance.

From Stagnant Traffic to $17 Million: The Full-Funnel PPC Strategy That Transformed Spa Store NZ.

Spa Store NZ, a leading New Zealand-based e-commerce brand specializing in spa parts and accessories, faced significant challenges translating website traffic into sales due to a generic Google Ads strategy and an unorganized product catalog. Despite years of advertising, their campaigns targeted broad keywords without strategic segmentation, resulting in high acquisition costs and unpredictable return on ad spend (ROAS).

Our team conducted a comprehensive audit and overhaul, enriching the product feed with high-intent keywords and detailed attributes, resolving feed disapprovals, and implementing real-time updates. We restructured campaigns around demand clusters, using value-based bidding, geographic targeting, and competitor analysis to maximize efficiency. Aggressive A/B testing, seasonal campaign planning, and advanced attribution modeling further optimized ad spend and customer journey tracking. Smart automation and ongoing weekly performance reviews ensured continuous improvement and alignment between paid media and onsite experience. The results were transformative: Spa Store NZ generated over $17 million in revenue, exceeded 14,000 conversions, reduced average cost per conversion by 20%, and achieved an exceptional 27x ROAS.

Beyond numbers, this strategic refinement cemented Spa Store NZ’s position as one of the country’s most trusted spa parts suppliers, equipped with a scalable, adaptable digital framework that sustains growth and competitive advantage in a fast-evolving market.

The Goals

  • Precision Campaign Restructuring: Replaced broad keyword targeting with intent-driven segmentation to improve lead quality and ad relevance.

  • Feed & Catalog Optimization: Resolved disapprovals, cleaned product data, and restructured the catalog for improved discoverability and campaign alignment.

  • Attribution Model Implementation: Built a holistic tracking system to capture customer lifetime value, especially for repeat buyers and high-margin products.

  • Performance Within Budget: Delivered measurable revenue growth and reduced acquisition costs without exceeding existing ad spend limits.

Approach

  • Comprehensive Feed Enrichment: Used third-party tools to add high-intent keywords, price tiers, model compatibility, and seasonal tags—resolving all disapprovals and enabling real-time updates.

  • Campaign Segmentation by Demand Clusters: Built dedicated campaigns for high-margin items, essentials, and brand-specific products with tailored copy, audiences, and value-based bidding.

  • Competitive & Geographic Optimization: Reverse-engineered competitor strategies to uncover keyword gaps and adjusted delivery based on regional performance and device targeting.

  • A/B Testing & Seasonal Strategy: Continuously tested and scaled ad variations while launching seasonal campaigns proactively to match buying behavior.

  • Advanced Attribution & Remarketing: Shifted budget toward high-assist channels using multi-touch attribution and built dynamic remarketing lists for personalized re-engagement.

  • Selective Automation & Weekly Optimization: Introduced automation tied to ROAS and conversion KPIs, synced ad messaging with landing pages, and implemented weekly performance reviews for real-time refinement.

The Results

  • $17M+ Revenue Generated: Campaigns delivered over 14,000 conversions with exceptional profitability in the spa parts market.

  • 2700% ROAS Achieved: Return on ad spend far exceeded initial targets, while cost per conversion dropped by 20%.

  • Advanced Attribution Enabled Smarter Scaling: Improved tracking allowed precise budget allocation and ROI visibility across all campaign touchpoints.

  • Ongoing Optimization Drives Long-Term Growth: Seasonal pushes, continuous A/B testing, and weekly reviews keep the strategy agile and performance-driven.

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