We cut their clicks by 19.7% and conversions more than doubled

Client: RAF Play, an online store · Service: Google Ads (e-commerce) · Period: two consecutive months

At a glance

Metric	Before	After	Change
Return on ad spend	532.06%	738.46%	+206 pts
Conversions	13.04	27.96	+114%
Clicks	20.8K	16.7K	−19.7%
Ad spend	8.71K	9.97K	+14.4%

The problem

The account was already profitable at 532% ROAS. But much of the budget was going on top-of-funnel browsing clicks from people unlikely to buy. Spend was spread evenly across products, and click volume was being treated as the goal.

What we did

Cut low-intent clicks. We removed top-of-funnel traffic that browsed but didn’t buy.
Moved budget to proven products. Spend went to the SKUs with proven conversion rates, along with a 14% budget increase.
Targeted buying searches. We focused on high-intent searches from shoppers ready to purchase.
Measured it cleanly. We compared one month of changes against the month before.

Why it worked

More clicks is not the same as more sales. Fewer, better clicks on the products that already sell made each dollar work harder.

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