Introduction

In this case study, we explore how a targeted Google Ads strategy delivered an extraordinary 2079% return on ad spend (ROAS) for a client selling refurbished laptops across India. Achieved in just a few months, this campaign showcases the power of precise planning, optimization, and execution in driving exceptional ad performance. Whether you’re a beginner or a seasoned marketer, the insights from this case study offer actionable strategies to elevate your Google Ads results.

Background

The client, a business specializing in refurbished laptops, aimed to expand its reach and boost sales across India’s diverse and competitive market. With a growing demand for affordable, high-quality tech solutions, the opportunity was ripe—but so was the challenge. Competing against established e-commerce giants and local vendors required a standout approach. The goal was clear: maximize ROAS by driving qualified traffic and converting clicks into sales, all within a short timeframe.

Strategy and Implementation

The success of this campaign hinged on a step-by-step Google Ads strategy tailored to the refurbished laptop niche. Here’s how it unfolded:

1. Keyword Research and Targeting
   • Focused on high-intent keywords like “buy refurbished laptops India,” “cheap laptops online,” and location-specific terms (e.g., “refurbished laptops Mumbai”).
   • Used a mix of broad, phrase, and exact match types to capture both general interest and ready-to-buy customers.
   • Leveraged negative keywords (e.g., “new laptops,” “expensive laptops”) to filter out irrelevant traffic and reduce wasted spend.
2. Audience Segmentation
   • Targeted tech-savvy buyers, students, and small business owners—key demographics likely to seek cost-effective laptop solutions.
   • Applied geographic targeting to prioritize high-demand regions across India, such as Delhi, Bangalore, and Hyderabad.
   • Used remarketing to re-engage visitors who browsed the site but didn’t purchase, nudging them toward conversion.
3. Ad Creative and Extensions
   • Crafted compelling ad copy highlighting unique selling points: “Affordable Refurbished Laptops – Like New, Pan-India Delivery!”
   • Included strong calls-to-action (CTAs) like “Shop Now and Save Big!” to drive immediate clicks.
   • Utilized ad extensions—sitelinks to specific laptop categories, callouts for “Free Shipping” and “1-Year Warranty,” and price extensions to showcase deals—boosting visibility and click-through rates (CTR).
4. Campaign Structure and Bidding
   • Set up a mix of Search and Shopping campaigns to cover both active searchers and visual browsers.
   • Started with a modest budget, then scaled spending as performance data rolled in, focusing on top-performing ads.
   • Employed a manual CPC bidding strategy initially to control costs, later transitioning to Maximize Conversions to let Google’s algorithm optimize for sales.
5. Optimization and Testing
   • Ran A/B tests on ad copy and landing pages to identify the highest-converting combinations.
   • Monitored metrics like CTR, cost-per-click (CPC), and conversion rate daily, tweaking underperforming elements in real time.
   • Optimized the landing page for speed and mobile users, ensuring a seamless buying experience across India’s mobile-heavy market.

Results

The campaign delivered jaw-dropping results within a few months:

• Impressions: 4.81 million—reaching a massive audience across India.
• Clicks: 130,000—driving significant traffic to the client’s site.
• Cost: ₹140,000—total ad spend over the campaign period.
• CPC: ₹1.08—an efficient cost-per-click, reflecting precise targeting.
• Conversions: 500.52—sales of refurbished laptops completed.
• ROAS: Achieved a 2079% return on ad spend, meaning every ₹1 spent on ads generated ₹20.79 in revenue, translating to ₹2,910,600 in total revenue (₹140,000 × 20.79).
• Sales Growth: Successfully drove sales of refurbished laptops across India, tapping into both urban and tier-2/3 cities.
• Efficiency: Maintained a low CPC while achieving a high conversion volume, maximizing ad spend effectiveness.
• Scalability: Established a repeatable framework that allowed the client to scale ad spend confidently as demand grew.

Analysis

The metrics reveal why this campaign crushed it:

• Massive Reach with Efficiency: 4.81M impressions paired with a ₹1.08 CPC show the campaign cast a wide net while keeping costs tight, thanks to sharp keyword and audience targeting.
• High Traffic, Strong Conversion: 130k clicks translated into 500.52 conversions (a 0.38% conversion rate), proving the ads attracted the right buyers—those ready to purchase refurbished laptops.
• ROAS Breakdown: With a ₹140k spend generating ₹2.91M in revenue (based on the 2079% ROAS), the average cost per conversion was ₹279 (₹140k ÷ 500.52), and each sale averaged ₹5,816 in revenue (₹2.91M ÷ 500.52)—a stellar outcome for refurbished laptops.
• Market Fit: India’s demand for affordable tech, combined with agile optimization, turned a modest budget into explosive growth. The mix of Search and Shopping campaigns, plus remarketing, ensured no opportunity was missed.

Conclusion

This case study proves that a well-executed Google Ads strategy can turn a modest budget into massive returns, even in a competitive space like refurbished tech sales. The 2079% ROAS—backed by 4.81M impressions, 130k clicks, and 500.52 conversions from a ₹140k spend—highlights the power of intent-driven targeting, compelling creative, and relentless optimization. For businesses aiming to replicate this success, the formula is clear: reach the right audience, refine with data, and scale what works. These proven techniques can skyrocket your Google Ads performance and deliver game-changing results, whether you’re selling laptops or beyond.