Average Quality Score
+2.2 points
A higher average following the search and creative rebuild.
A clearer intent. A stronger return.
Less spent per click. The same volume of orders.
For a $75 sunglasses product, we rebuilt Search around frame shape and sun-protection intent, rewrote headlines and completed the ad asset set. CPC fell from $1.35 to $1.02 as campaign ROAS grew from 2.1x to 3.4x.
- Product
- Sunglasses · $75
- Channel
- Google Ads · Search
- Scope
- Search structure, headlines & assets
- Result window
- 60 days
The clicks were coming. They needed to work harder.
The task was to improve the economics of paid search while preserving order volume.
The starting point
That put the focus on how closely the campaign structure and the advertising message matched what a shopper was looking for.
- Average CPC
- $1.35
- Campaign ROAS
- 2.1x
- Average Quality Score
- 5.2
Start with the search. Carry its meaning into the ad.
“Sunglasses” describes a category. A preferred frame shape and a need for sun protection describe a more specific purchase intent. We rebuilt the search structure around those distinctions and carried them into the ad headlines and supporting assets.
A category
sunglassesA purchase intent
Frame shapeSun protection
Three changes. One coherent message.
Over the 60-day period, we rebuilt the search structure, rewrote the headlines and added a complete set of ad assets.
Search structure
We reorganized Search around specific buying intentions, connecting the style of frame a shopper wanted with the sun-protection need behind the search.
Headline rewrite
We rewrote the headlines to reflect the intent behind each part of the search structure. The message became a closer continuation of the shopper’s search.
Complete ad assets
We added the full set of ad assets, completing the presentation around the revised headlines and the more focused search structure.
The query sets the direction. The headline carries it forward.
The frame they want. The intent that matters.
The visual identity of the product gave the story a clear focus. The campaign work translated that focus into search structure and ad copy, bringing the offer closer to the customer’s expressed requirements.
For this $75 product, the result was stronger advertising efficiency without sacrificing the volume of orders.
A better return. Orders held steady.
After 60 days, all three efficiency indicators had improved. Campaign ROAS reached 3.4x while order volume was maintained.
Average cost per click
24% lower
Less spent on the average click, with the campaign focused on clearer intent.
Campaign ROAS
+1.3x
A stronger revenue return on advertising spend over the 60 days.
Order volume maintained
The efficiency improvement came with the same volume of orders.
More focused search intent, rewritten headlines and a full asset set accompanied the move from 2.1x to 3.4x ROAS. Lower CPC was part of that result, and maintaining order volume kept the improvement relevant to the business.
Better alignment. Better use of spend.
A clearer connection between search intent and ad presentation improved the return over 60 days. The next conversation starts with how your customers search — and how directly your ads answer.
