Portfolio
Scaling ROAS for Growtime Seedlings & Plants with Google Ads
Services Promoted:
Online sales of seedlings, plants, and gardening products
Background
Growtime Seedlings & Plants is an e-commerce brand offering a wide range of seedlings and plants across India. While they had steady organic traffic, their paid campaigns were not optimized to scale profitably.
The major challenge was achieving profitable ROAS (Return on Ad Spend) while driving more traffic and conversions at a competitive cost.
Objective
Increase overall ROAS (profitability).
Reduce cost per conversion.
Scale traffic while ensuring sustainable ad spend efficiency.
Challenges
- Seasonal fluctuations in plant sales.
- High CPC in the e-commerce gardening niche.
- Previous campaigns lacked ROAS-driven optimization.
Strategy Implemented
Campaign Segmentation
Divided campaigns into High-margin products, Seasonal bestsellers, and Evergreen plants.
Focused on product-level profitability rather than just volume.
Smart Shopping & Performance Max
Leveraged Performance Max campaigns integrated with Google Merchant Center.
Dynamic product ads optimized for ROAS across Search, Display, YouTube, and Shopping.
Keyword & Audience Optimization
Targeted long-tail keywords like “buy seedlings online India” and “plant nursery delivery.”
Used custom audiences (gardeners, organic farmers, plant enthusiasts).
Ad Creative Enhancements
Highlighted “Pan-India delivery”, “Fresh & healthy seedlings”, and “Farmer-trusted brand.”
Added product ratings and shipping details for trust building.
Conversion Tracking & Bidding
Switched to Target ROAS bidding strategy.
Integrated e-commerce tracking (purchase value, ROAS reporting) into Google Ads.
Before
After
|
Metric |
Before (Sep 18, 2024 – Mar 16, 2025) |
After (Mar 17 – Sep 12, 2025) |
Change |
|---|---|---|---|
|
Clicks |
28,000 |
46,600 |
+66.4% |
|
Actual ROAS |
85.69% |
312.92% |
+265% |
|
Cost per Conversion |
₹99.98 |
₹23.05 |
-76.9% |
|
Total Ad Spend |
₹94.3K |
₹118K |
+25% |
Key Takeaways
ROAS improved from 85% to 312%, making ads highly profitable.
Cost per conversion reduced by 77%, improving campaign efficiency.
Traffic scaled up by 18.6K additional clicks, bringing more buyers to the website.
Smart Shopping + Performance Max proved to be game-changers for e-commerce scaling.
