48% less ad spend, 51% higher ROAS for a B2B distributor
Axel Saerens
B2B e-commerce · Industrial equipment · Google Ads, Shopping & Performance Max
The result
+51% ROAS: from 3.28x to 4.95x
-48% ad spend: from €79,837 to €41,299
+11% average order value: from €643 to €714
The problem
When I took over the Google Ads account of this B2B industrial equipment distributor, the brief was clear: advertise more efficiently without losing revenue. Too much budget went to products that rarely converted, the Shopping feed wasn't optimised, bids ignored B2B purchasing behaviour, and Performance Max ran without an asset-group strategy.
What I did
One step at a time, each based on what the previous data showed.
Week 1: Takeover and analysis. Full audit based on 44 days of data from before the takeover.
Week 2: Reallocate budget. Budget shifted to high-margin product categories.
Week 3: Feed optimisation. Product titles and descriptions tailored to B2B search behaviour.
Week 4: Bidding strategy. Target ROAS bidding with a focus on profitability.
How to read this
Revenue fell 22%, from €261,708 to €204,249, alongside the budget. But every euro now returns 51% more. That was the goal: more efficient, not bigger.
"Spend less and earn more per euro: exactly what we needed."
Client, B2B Industrial Distributor
Like this project
Posted Oct 27, 2026
Took over a B2B distributor's Google Ads and refocused it on profitable products: 48% less ad spend, ROAS up 51% from 3.28x to 4.95x.
