The situation
The store had been hacked. Google Ads was spending with little return, and a large share of the budget was going to YouTube placements that didn't convert.
Card payments weren't being reported back to Google, so the ads looked like they were failing. Most ad clicks came from phones, but the mobile menu was hard to use.
What we found
- The site had been hacked
- Card sales never reached Google Ads, so the ads looked worse than they were
- A large share of ad spend going to YouTube placements that didn't convert
- A hard-to-use mobile menu, on a site where most ad clicks came from phones
- An SEO health score of 42 out of 100
What we did
Cleaned up and hardened the site
We cleaned up the hack and hardened the site, working on a full local copy of the store rather than the live one.
Fixed the tracking fault
We found and fixed the fault that was hiding card sales from Google Ads. Offline sales now feed back to Google as well.
Rebuilt the mobile navigation
Most ad clicks were on phones, so we rebuilt the mobile menu.
Fixed the SEO in stages
A full SEO audit scored the site 42 out of 100. We fixed titles, meta descriptions, structured data, content and speed in stages.
Rebuilt Google Ads, one campaign at a time
A new Search campaign with 13 themed ad groups and more than 170 negative keywords, Shopping with review stars, and offline sales fed back to Google.
Where it stands
For the first time the store can see its real return on ad spend, and it's much healthier than the broken tracking made it look.