How we helped a tools e-shop lift its ROAS from 2.39x to 7.79x and hold consistently high performance for months.
- Industry
- E-commerce / Tools & Machinery
- Services
- Google Shopping, Meta Retargeting, Performance Optimization
- Key result
- 7.79x ROAS with performance holding near 7x for consecutive months
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Overview
Vellis Tools is an e-shop selling tools, chainsaws, machinery and products for professionals and consumers who want reliable equipment at competitive prices.
The business already had a significant commercial advantage: very good prices relative to the competition and solid knowledge of its market.
Our goal was to turn that advantage into measurable, consistent performance through performance campaigns focused on buyers with high purchase intent.
The Challenge
Tools and machinery is a particularly competitive e-commerce category. Users compare prices, specs, availability and reliability intensely before they buy.
In markets like this, performance marketing can't rest on generic visibility. It takes precision in where the budget goes, smart use of the products with the strongest commercial potential, and continuous optimization based on real performance.
The initial ROAS was already positive, but there was clear room to improve. The task was to go from a campaign that merely "brings sales" to a steadier, more efficient e-commerce performance system.
Our Approach
Our strategy rested on two pillars: purchase intent and retargeting.
On Google we leaned into Shopping campaigns, so the products appear at the exact moment a user is already searching for tools or machinery and is closer to a buying decision.
In parallel, we used Meta retargeting campaigns to bring back users who had already visited the e-shop or interacted with products but hadn't completed a purchase.
That combination of Google's high-intent traffic and the power of social retargeting raised conversion probability without wasting budget on overly broad audiences.
What We Did
- Built and optimized Google Shopping campaigns aimed at online sales.
- Focused on products and categories with the highest purchase intent.
- Monitored campaign performance against ROAS, sales and ad cost.
- Optimized budget distribution toward the products and campaigns delivering the best results.
- Created Meta retargeting campaigns for e-shop visitors and users with prior engagement.
- Deployed ad spend for consistent profitability, not just traffic growth.
- Kept optimizing continuously to push performance beyond the first month.
Results
Campaign optimization drove a substantial jump in performance.
In the first month, the e-shop already achieved a positive 2.39x ROAS. After optimization, performance climbed to 7.79x ROAS, and for several months the campaign held near 7x.
The key results:
- 2.39x ROAS in the first month
- 7.79x ROAS after optimization
- Sustained performance near 7x for consecutive months
- Growth in online sales through Google Shopping
- Effective Meta retargeting to bring interested users back
- Profitable ad performance in a highly competitive e-commerce category
Key Takeaway
The Vellis Tools case shows that when a business has a real commercial advantage, competitive prices and solid market knowledge, performance marketing can act as a growth accelerator.
Success wasn't built on complicated funnels or excessive creativity. It came from capturing purchase intent through Google Shopping, bringing users back with targeted Meta retargeting, and continuously optimizing the ad investment.
In a category where customers compare hard before buying, the right price alone isn't enough. It has to show up in the right place, at the right moment, in front of the right buyer.