How Covenant restructured a stalled Google Ads account, sharpened audience signals, and shifted bidding strategy to turn a barely-break-even campaign into an efficient, scaling revenue engine for a leading truck radiator distributor.
Before partnering with Covenant, American Radiator was facing several key paid advertising challenges that were capping performance and putting profitable growth at risk.
The account had recently seen a significant drop in results and was barely above break-even.
Campaigns were split too broadly, making optimization slower and less effective.
Google Ads did not have enough clean audience and conversion signals to properly optimize performance.
The main goal was to improve ROI/ROAS while continuing to scale e-commerce sales.
Covenant focused on improving the foundation of the Google Ads account while giving the algorithm better data to work with, resulting in stronger performance insights and increased client confidence in their Google Ads investment.
Built audience exclusions using GA4 and Google Ads data to provide cleaner, more relevant signals to the algorithm.
Removed inefficient campaign structures and reallocated budget toward areas with stronger conversion potential.
Shifted away from less efficient bidding and moved toward Maximize Conversion Value with Target ROAS to better support profitable growth.
Continued to review purchases, conversion value, cost, and ROAS to make strategic adjustments as the account scaled — compounding into measurable, sustained growth.
Working with the team has been an outstanding experience. Their professionalism, communication, and results have far exceeded our expectations. The difference was almost immediate — results began improving within the first few weeks, and we continued to see steady, measurable growth month after month.
Purchases up. Conversion value up. Return on ad spend up. Every core metric moved in the right direction as the account scaled.
| Performance Metric | Before Covenant | With Covenant | Change | June 2026 |
|---|---|---|---|---|
| Purchases / Sales | 303.57 | 751 | ↑ 147% | 73 |
| Conversion Value | $166K | $408K | ↑ 245% | $46.1K |
| Conv. Value / Cost | 2.95 | 5.76 | ↑ 195% | 9.79 |
| Cost | $56.2K | $70.8K | ↑ 125% | $4.71K |
Cost scaled to fuel growth — but conversion value and ROAS grew faster, driving a materially more efficient account.
If your Google Ads account isn't turning spend into profitable growth, we'll show you exactly why — and what to fix. No fluff. Just clarity.
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