In a high-AOV, low-volume category, every click counts. By auditing which campaigns were actually converting and eliminating the structural waste — zero-conversion ad groups, non-stocked products consuming budget, campaigns with no purchase history — spend was concentrated into channels returning 15x+ ROAS.
Premium air purifiers aren't an impulse purchase. The category has genuine buying intent — people researching air quality solutions, medical-grade filtration, or specific brands — but search volumes are thin compared to mass-market product categories. When average order value sits at A$900, every click matters in a way it simply doesn't for a $30 product.
The account had been running campaigns across multiple brands, product ranges, and campaign types — Search, Shopping, Display remarketing, and Dynamic Search Ads. Each had been set up with good intentions, but without a systematic audit of what was actually converting, budget had spread across campaigns that had never delivered a purchase.
The result: a few high-performing campaigns buried under several non-converting ones, sharing a budget that could have been concentrated entirely on the channels proven to produce sales. In a low-volume category, running eight campaigns when one is responsible for the majority of conversions doesn't create diversification — it dilutes signal and wastes the budget that could be driving more of the same.
Multiple campaigns active across Search, Shopping, Display, and DSA. Zero conversions in the majority of them over a 30-day window. The account ROAS was being dragged down by campaigns that had never — not once — produced a sale.
The strategy was simple: map every campaign against conversion data, identify what was actually working, and reallocate budget accordingly. No guesswork, no theory — just following the data to its logical conclusion.
Pulled 30-day ROAS data across every active campaign and ad group. The analysis revealed extreme concentration: one Search campaign was converting at 6,192% ROAS while several others had zero conversions across the same period on comparable spend.
Paused every campaign, ad group, and asset group with zero conversions over 30+ days — Blueair brand campaigns, Display remarketing, broad match ad groups, and DSA segments that had consumed budget without a single purchase. Budget was reallocated to the top performers.
Set target ROAS values calibrated specifically for a $900 AOV product. High enough to signal to the algorithm what "a good conversion" looks like for this price point — filtering out window shoppers and research-phase clicks — while staying within reach of the conversion volume available in the category.
Identified non-stocked product models generating clicks from buyers who couldn't complete a purchase — models that were listed but not available. Excluded these from all active campaigns to stop paying for traffic that had no path to conversion.
After eliminating non-converting campaigns and consolidating spend into the highest-performing channels, the 30-day account ROAS reached 1,582% (15.82x). The top-performing Search campaign hit 6,192% ROAS over the same period — a figure that reflects what happens when budget is concentrated in a channel that has already demonstrated it can convert the category's buyers.
Critically, the A$900 average order value was maintained throughout — the improvements came from precision, not discounting or promotional mechanics.
| Channel | ROAS | Status | Action Taken |
|---|---|---|---|
| Search — Premium Brand | 6,192% | Active | Budget increased, tROAS refined |
| Shopping — Smart (Performance Max) | 521% | Active | Retained — converting efficiently |
| Brand Search | High IS | Active | Ring-fenced, impression share protected |
| Display Remarketing | 0% | Paused | Zero conversions in 30+ days |
| Broad Match Search | 0% | Paused | No purchase history — budget reallocated |
| Non-Stocked Products | 0% | Excluded | No inventory = no path to conversion |
The instinct in most accounts is to maintain broad campaign coverage — Search, Shopping, Display, DSA — on the assumption that more channels means more chances to reach buyers. In high-volume, low-AOV categories, that can work. In high-AOV, low-volume categories like premium air purifiers, it fragments your budget and produces a blended ROAS that obscures what's actually converting.
The 15.8x account ROAS wasn't achieved by doing more. It was achieved by identifying the one campaign that was consistently finding buyers in this thin-volume category — and giving it the budget that was previously being diluted across campaigns that had never converted once. Precision over coverage.
The Gap Analysis runs the same diagnostic as this case study — across your account, in 5 business days.