E-commerce Client Return On Ad Spend Went Up 106%

Client:E-commerce site selling consumer goods.Goal:Increase Conversion Rate and Return On Ad SpendInital stage:Avg. CPC: $1.46Conversion Rate: .94%Return On Ad Spend 76%Monthly Conversions: 115Current stage:Avg. CPC: $ .74Conversion Rate: 1.72%Return On Ad Spend 182%Monthly Conversions: 308Return On Ad Spend went up +106%!Conversion Rate went up .78%!