How Covenant restructured a Google Ads account, segmented the product feed, and corrected revenue tracking to significantly increase e-commerce revenue and return on ad spend for a Pensacola surf & skate retailer.
Before partnering with Covenant, Waterboyz was facing several key e-commerce advertising challenges that limited revenue and made profitable growth difficult to measure.
Waterboyz was struggling to generate stronger revenue from its existing Google Ads efforts.
The account averaged a 3.80 ROAS in the year prior, limiting overall advertising profitability.
The account lacked proper structure, logic and product segmentation, making effective optimization difficult.
Revenue tracking had been a consistent issue, limiting the accuracy of performance data.
Covenant focused on restructuring the Google Ads account, improving product segmentation and correcting revenue tracking while implementing a more scalable strategy designed to increase revenue and ROAS.
Rebuilt the account using stronger campaign structure, bidding strategies and more intentional product segmentation.
Segmented products within Google Merchant Center and applied that logic within the account to provide greater control over which products were promoted or excluded.
Launched with a feed-only Performance Max campaign, then tested additional campaign structures and incorporated high-level assets, audiences and search themes to reach more qualified customers.
Corrected previously inaccurate revenue tracking and established a more reliable foundation for measuring long-term performance.
With a cleaner structure and trustworthy data, a modest 15% increase in ad spend produced a 140% jump in conversion value, more than doubling return on ad spend year over year.
Waterboyz had not been properly leveraging Performance Max with optimized assets. We improved the campaign strategy and significantly increased audience quality.
Key performance indicators demonstrate the impact of Covenant's Google Ads strategy on Waterboyz's e-commerce revenue and return on ad spend.
| Performance Metric | Before Covenant | With Covenant | Change |
|---|---|---|---|
| Conversion Value | $43.8K | $105K | ↑ 140% |
| ROAS | 3.29 | 6.90 | ↑ 110% |
| Ad Spend | $13.35K | $15.3K | ↑ 15% |
Mar 1 – Aug 31, 2026 compared to Mar 1 – Aug 31, 2025. Spend grew 15% — conversion value grew 140%.
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