How EMDOnline.co.za Lifted Google Ads ROAS to 23.36X Without Raising Budget

The client

EMDOnline.co.za is an online retailer of premium riding gear, hydration tools, bags, and dirt bike parts and accessories. The store specialises in plastics, oils, chemicals, ATV parts, suspension components, and performance accessories for riders, backed by a team with 20+ years of combined industry experience.

Objectives

• Increase ROAS without increasing budget
• Strengthen retargeting and remarketing
• Improve budget distribution
• Focus on top-selling SKUs
• Create consistency in conversions

The challenge (before 2025)

• Budget was split between 2 campaigns without performance consideration
• No abandoners or remarketing strategy
• No shopping-only or structured Performance Max (PMax)
• Generic targeting and limited product segmentation
• ROAS stuck at 14–16X in Q2 and Q3 of 2024

The two baseline dashboards below show pre-restructure performance, with return on ad spend (conversion value / cost) holding in the 14–16X range.

Our approach

The account was rebuilt around performance-based segmentation and budget discipline through four key actions:

1. Created an Abandoners / Remarketing campaign. Targeted cart abandoners, product viewers, and past customers, which significantly increased the conversion rate.
2. Created a Top-Selling PMax campaign. Included only top-selling SKUs to ensure budget flowed to high performers.
3. Paused the non-performing campaign. Reallocated 100% of that spend to strong campaigns, eliminating wasted budget.
4. Launched a Shopping Feed–Only campaign. Improved product visibility in Google Shopping with a clean feed and clear product structure.

The new campaign structure

The rebuilt account ran four campaign types:

• PMax – Top Selling Products Only
• PMax – Abandoners / Remarketing
• Shopping Feed–Only campaign
• Search campaign – high intent keywords

Daily budgets were set per campaign as shown below:

Impact of the new structure

• Better cost control
• Higher conversion rate
• Increase in lower-funnel traffic
• Improved ROAS without increasing budget

The results

After the restructure, ROAS climbed every quarter through 2025 while monthly spend held steady at roughly R70–72K. Figures below are taken from the Google Ads dashboards (ROAS = conversion value / cost; currency in South African Rand).

Key learnings

• Focusing on top-performing SKUs improves ROI fast
• Remarketing is essential for riding gear buyers (a high-consideration purchase)
• A Shopping feed–only campaign increases product discovery
• Removing weak campaigns immediately improves ROAS
• Consistent structure means consistent performance

Overall impact

• ROAS increased from 14–16X to 23.36X
• Zero increase in monthly budget
• More sustainable growth quarter over quarter
• Better segmentation led to higher quality traffic
• Strong repeat conversions from the abandoners campaign
• Shopping feed campaigns drove higher CTR and CVR

Next steps

• Expand product categories inside Shopping campaigns
• Launch seasonal riding-gear campaigns (winter, holidays, racing season)
• Add a profit-based bidding strategy
• Test Performance Max with more audience signals
• Build automated scripts for budget scaling

Conclusion

Through focused restructuring, better segmentation, and improved budget allocation, EMDOnline.co.za achieved a record-high ROAS of 23.36X while maintaining the same spend. The new campaign structure created predictable, scalable, and efficient performance, setting a strong foundation for continued growth.