How fixing broken conversion tracking, then rebuilding an account running on multiple poorly managed PMax campaigns, grew Arrow Electrical's Google Ads revenue by 87% and ROAS by 111% - while cutting ad spend by 11%.
Jan - Jul 2026 vs. Jan - Jul 2025Same account. Honest tracking and a real structure underneath it.
Arrow Electrical is a UK electrical and lighting retailer on BigCommerce, selling everything from exterior lighting and ceiling fixtures to heritage brassware and architectural hardware - to both trade buyers and everyday consumers from the same storefront.
Ben took the account on in January 2025, replacing a freelancer who had been managing it with weak, unprofessional optimisation and declining results.
The account was running multiple Performance Max campaigns, but with no real management behind them - overlapping targeting, wasted spend, and no product-level segmentation. The client had no visibility into what was actually being done with their budget.
Worse, the numbers the client had been shown weren't even accurate - a fact that only came to light once Ben started digging into how conversions were being tracked.
The account looked like it was working. Nobody could actually prove it.
The previous freelancer had set up a bid strategy that paid an extra £200 in value for every new customer - a reasonable idea, executed badly. The new-customer parameter behind it had never been wired correctly into the conversion action, which meant every revenue and ROAS figure the client had been shown was inflated.
That left two problems to solve at once: an account with no real structure, and a set of historical numbers that couldn't be trusted as a baseline. Fixing the tracking without also fixing the account would have just produced a more accurate picture of a campaign that still wasn't working. Both had to be dealt with.
Three moves that turned an inflated, unstructured account into one generating £212K more in honestly-tracked revenue - on less spend.
Before touching bids, budgets or structure, the new-customer parameter was corrected inside the conversion action, and enhanced conversions with server-side tagging were properly implemented. That meant admitting the old numbers were wrong before anything could be shown to be right.
The tangle of overlapping, poorly managed PMax campaigns was replaced with a proper mix of Shopping and PMax campaigns split by category - Heritage Brass, Exterior Lighting, Ceiling Lights, Arrow Heroes/Sidekicks, and a Catch All layer for the rest - alongside a dedicated Brand Search campaign and DSA coverage.
Alongside the restructure came a full Google Merchant Center feed rebuild: titles, product descriptions and Google product categories were rewritten across the catalogue to improve relevance and proximity matching in the auction. Every RSA headline and description, and every PMax asset, was refreshed. The whole structure was built to serve both trade (B2B) and consumer (B2C) buyers from the same account, rather than treating Arrow Electrical as a single audience.
Using Product Hero, products are automatically segmented into high and low performers via campaign labels. Budget flows to the winners and is suppressed on the underperformers without manual guesswork, and Target ROAS bid strategies were tuned per campaign instead of running one blended target across the whole catalogue.
Jan - Jul 2026 vs. Jan - Jul 2025, measured on honestly-tracked conversions
Arrow Electrical now generates £212,027 more in honestly-tracked Google Ads revenue than the same period last year, on £6,721 less ad spend. That swing alone moved account ROAS from 4.20x to 8.86x - a result that holds even after the inflated tracking was corrected, not because of it.
Google Ads' own numbers are only part of the story - here's what happened store-wide on BigCommerce.
Visits: 227,696 → 402,473 (+76.76%)
Orders: 4,291 → 5,229 (+21.86%)
Customers: 3,329 → 4,050 (+21.66%)
Total Revenue: £712,010 → £830,674 (+16.67%)
Arrow's buyers, especially on the B2B side, don't convert on the first click. Long consideration windows mean Google Ads' own last-click reporting understates how much of that store-wide growth it actually drove.
At the current run rate, Arrow Electrical is on track for roughly £1.49M in 2026 revenue, up from £1.28M in 2025 - an increase of approximately £212K store-wide.
The broken conversion tracking was fixed before anything else was touched, even though it meant the account's real starting point looked worse than the numbers the client had originally been shown.
Replacing a cluster of overlapping, poorly managed PMax campaigns with category-specific Shopping and PMax campaigns, backed by a rebuilt Merchant Center feed, gave every product line room to be judged on its own economics.
Product Hero's automatic performance labelling means budget keeps flowing to winning products and away from losers every day, not just whenever someone remembers to check the account.
QUOTE PLACEHOLDER - testimonial from Arrow Electrical to be added once received.
If your Google Ads are stalling, or you're not sure the numbers you're being shown are even real, let's look at what's actually going on.
Apply to Work Together Tell me about your account. I'll get back to you within 12-24 hours.