Standing out in the ecommerce space takes a lot more than just a high ad spend, it requires precision, data-driven optimization, and a lot of experimentation. In this case study we’ll share how our CausalFunnel AI transformed an underperforming ecommerce PPC management strategy into a high-efficiency growth engine. This helped bluewave, an outdoor gear brand that saw a significant increase in its return on ad spend (ROAS) within weeks.
An established ecommerce brand that was known for selling paddle boards, foil gear, and accessories. They were dealing with stagnant performance with their existing ecommerce ads. Despite regular spending adjustments, their campaigns only delivered a modest ROAS of 24.58 which was largely driven by generic targeting, unfocused ad structure, and misaligned signals in Google Ads. As a specialized ecommerce ad agency, they came to us here at CausalFunnel to audit and overhaul their approach using AI-driven insights and our ecommerce PPC management best practices.
After reviewing account history and conversion events, our team here at CausalFunnel identified major inefficiencies in their campaign structure and targeting strategies. Product catalogues were treated as a single bucket, with minimal segmentation or thematic targeting being used. Additionally, ad creatives were too broad and not aligned properly with product-specific intent or landing page relevance. This was resulting in lower click-through rates and reduced conversion momentum.
To address these gaps, we began by segmenting the product catalogue into three key categories: Paddle Boards, Foil Gear, and Accessories. Then we set up dedicated Performance Max campaigns and asset groups were created for each segment, giving Google Smart Bidding clearer, more structured data signals. This helped search engines better understand their ads. Our team also implemented campaign-level negative keywords and swapped outdated creatives for fresh visuals with stronger, more emotional messaging.
Our team used our CausalFunnel AI to create a high-intent, keyword-aligned ad copy tailored for each landing page. These new creatives were built using Google’s Search Themes in mind which boosted Ad Strength ratings and improved ad relevance. This led to a strong increase in CTRs, signaling stronger audience alignment.
Next, we worked on tightening the geo-targeting to focus exclusively on high-converting Canadian provinces, while over 60 low-performing regions were excluded. Then, “add-to-cart” and “checkout” events were switched to observe-only to ensure bidding algorithms prioritized actual purchase data. This change enabled smarter bid decisions and reduced wasted spend.
Within just six weeks, the campaign overhaul paid off. Their ROAS jumped from 24.58 to 35.94, while cost-per-purchase was dropping significantly. The clear segmentation and strategic ecommerce PPC management powered by our proprietary CausalFunnel AI allowed the brand to scale profitably without increasing their budget, showing the potential of a well-tuned ecommerce ads strategy.
This case demonstrates the transformative impact of AI-driven ecommerce PPC management. By taking a strategic, segmented, and performance-focused approach, CausalFunnel helped an ecommerce brand unlock new growth, tighten efficiency, and elevate ROAS by nearly 50%. For ecommerce brands looking for a smarter way to scale their paid acquisition, partnering with a results-focused ecommerce ad agency like CausalFunnel can make all the difference.
ROAS before: (210+3257)/(75+66) = 24.58
ROAS after: (6861+5)/(166+25) =35.94
Paused campaigns are before CausalFunnel
Active campaigns are after CausalFunnel
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