Google Ads ad cost of revenue↘ −24 %
0%
Down from 22.7 %. First year with us against the year before.
year before22.7 %
with us17.2 %
Monthly ad cost with us, Oct 2025 → Sep 2026.
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A year earlier it lost a quarter of its revenue. Then 12 months in a row it sold cheaper. Same Google Ads budget, +31 % revenue from ads.
Vše pro pejska is a Czech family e-shop for dogs — clothes, beds and everything else, specialising in small breeds, rated 4.9 out of 5 on Heureka by more than three thousand customers. When we took over its Google Ads on 9 October 2025, it had just lived through a year in which almost a quarter of orders and revenue disappeared. We didn’t raise the budget. We changed what it was spent on: instead of one campaign for everything, the categories that matter to dog owners got their own campaigns, banners and videos — clothes, beds, hoodies and more.
In four numbers.
Google Ads ad cost of revenue = what share of the revenue Google Ads attributes to ads the ads cost. Tracking was the same in both years — one main conversion, a web order — so the two years compare fairly. Always the same days: 9 Oct 2025 – 19 Sep 2026 against 9 Oct 2024 – 19 Sep 2025.
Revenue from ads↗ +31 %
+0%
With ad spend 1 % lower.
year before100
with us131
Index, year before = 100.
Months cheaper than last year12 of 12
0/12
Oct 2025 – Sep 2026, not a single exception.
Mini chart: how many points lower ad cost was than a year earlier, month by month.
Orders in the e-shop↗ +19 %
+0%
Whole shop, all channels. The year before: −24 %.
year before76
with us91
Index, 2023/24 = 100.
Month by month.
Twelve months of ad cost, three years of the shop and sixteen months of budget split. Hover or tap a bar for the exact number.
Ad cost vs. last year
Lower than a year earlier in every single month.
Google Ads ad cost of revenue, the same month a year earlier (grey) and with us (green). Lower is better. *September up to the 19th.
The whole year22.7 → 17.2 %year before → with us
Best month15.1 %March 2026 (26.6 % a year earlier)
year beforewith us
Shop admin
The fall stopped and turned.
9 Oct – 19 Sep each year, 2023/24 = 100. Whole shop, all channels.
revenueorders
How to read it: from −25 % to +14 % revenue. The 2023/24 level isn’t back yet — revenue is at 86.
Budget split
From one campaign for everything to one per category.
Share of Google Ads spend by month. *September up to the 19th.
inherited “all products”category campaignssearch & brand
How to read it: the catch-all campaign went from 81–96 % of spend to 42 % over the year — and its own ad cost fell from 21–25 % to 12–17 %.
The year before × the first year with us.
9 Oct 2025 – 19 Sep 2026 against 9 Oct 2024 – 19 Sep 2025. Ads from Google Ads, the shop from its admin. Swipe the cards; full tables underneath.
←→
Google Ads ad cost of revenueYear × year
Before → after−24 %↘
Lower in each of the 12 months.
01 / 06Revenue from adsYear × year
Before → after+31 %↗
With the same money.
02 / 06Ad spendYear × year
Before → after−1 %↘
No budget added.
03 / 06Orders from adsYear × year
Before → after+33 %↗
A third more for the same money.
04 / 06Cost per order from adsYear × year
Before → after−25 %↘
Lower is better.
05 / 06Ad conversion rateYear × year
Before → after+25 %↗
The right people, not more people.
06 / 06Google Ads: a year × a year
Attributed by Google Ads, same tracking both years
| Metric | Year before | With us | Change |
|---|---|---|---|
| Google Ads ad cost of revenue | 22.7 % | 17.2 % | −24 % |
| Revenue from ads (index) | 100 | 131 | +31 % |
| Ad spend (index) | 100 | 99 | −1 % |
| Orders from ads (index) | 100 | 133 | +33 % |
| Cost per order from ads (index) | 100 | 75 | −25 % |
| Ad conversion rate (index) | 100 | 125 | +25 % |
The shop admin: all channels
Orders and revenue incl. shipping and payment
| Metric | Before | After | Change |
|---|---|---|---|
| Orders, all channels (index) | 100 | 119 | +19 % |
| Revenue, all channels (index) | 100 | 114 | +14 % |
| Share of shop revenue from ads | 36 % | 42 % | +6 pp |
| Orders, 1–19 Sep 2026 vs. 2025 | 100 | 123 | +23 % |
| Revenue, 1–19 Sep 2026 vs. 2025 | 100 | 132 | +32 % |
Why it matters: a third more orders from ads for the same money. Clicks got only 7 % cheaper — the people who came through the ads simply bought more often. Someone searching “jacket for a dachshund” now lands on jackets for dachshunds, not on the whole shop.
Speed: the first category campaign ran six days after the takeover, just before winter.
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The client
A family e-shop for dogs — mostly the small ones.
Vše pro pejska sells across Czechia and ships within 24 hours. The range is built around what small breeds need most: clothes for winter and rain, beds, hoodies, harnesses, heat pants. Gold certificate and 4.9 out of 5 on Heureka.
Google Ads is the shop’s main paid channel; Facebook, Instagram and Seznam ads run alongside, not managed by us. Our brief was simple: stop the fall and sell through Google more cheaply — without raising the budget.
Sound familiar? The ads have run for years, nobody touches them, the budget never changes. And every year the shop sells a little less.
Chapter 1 · The year before us.
The shop was losing customers and the ads just shrank along with it.
In the year before the takeover (9 Oct 2024 – 19 Sep 2025) the shop had 24 % fewer orders and 25 % lower revenue than the year before. Google Ads spent 17 % less and brought 20 % less revenue. Ad cost of revenue didn’t improve — it got slightly worse, from 22.1 % to 22.7 %.
One look at the account showed why: 81–96 % of the budget went every month into one campaign for all products. It alone decided whether to show a 100 CZK collar or a winter jacket — and the money went where clicks came easiest, not where sales were.
- No category had its own campaign. Clothes, the core of the range, shared a budget with toys, bowls and everything else.
- Generic copy — “Everything for your dog in one place”, “Quality products”. Nothing about sizes or how customers rate the shop.
- One target for everything. Cheap accessories and expensive beds ran on the same target return, because they ran in one campaign.
Same money, split differently: the categories that sell got their own campaign, budget and target.
The year before, in three numbers
- −25 %shop revenue against the year before
- 81–96 %of the Google Ads budget went into one campaign for all products in summer 2025
- 22.7 %Google Ads ad cost of revenue — slightly worse than the year before
Chapter 2 · Campaigns for what people actually search for their dog.
Same money, split differently: the categories that sell got their own campaign, budget and target.
- 9 Oct 2025
We take over
We compare campaigns, tracking and results with the shop admin. Tracking is right, structure isn’t.
- 15 Oct 2025
Dog clothes get their own campaign
Performance Max just for clothes, with its own banners, videos and copy about sizes. Six days after the takeover, just before winter.
- 12 Nov 2025
Dog beds
Their own campaign before Black Friday and Christmas. “Home is where the bed is” and six videos from the shop.
- 11 Feb 2026
Hoodies for the end of winter
A campaign for fleece and cotton hoodies for dogs of every build.
- Mar – May 2026
We trim in spring
Spend 24–41 % lower year on year. Ad cost held at 15–16 % — no losing money in a weak season.
- May 2026
Next categories: backpacks and heat pants
Summer range with its own campaigns. In June and August we add budget — where it earns.
- Sep 2026
Leads, harnesses, jackets, raincoats
Getting ready for next winter. Negative keywords so the campaigns don’t fight over the same searches.
Chapter 3 · Banners, videos and copy that answer owners’ questions.
“Will it fit my dog?” “When will it arrive?” “Can I exchange it?” Every creative answers at least one of them.
The shop’s own videos, not Google’s
Without a video, Google assembles one from images and text. Instead we took short reviews and unboxings from the shop’s YouTube channel — real products in real hands, stitching up close — and put them into the clothes and beds campaigns.
Copy built on trust
We replaced generic “quality products” with what convinces a customer at a small shop: ratings, speed, a safe exchange.
How to turn what customers write and ask into ad concepts is covered in general in How to turn one customer review into five ad concepts.
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What Vše pro pejska gets out of it.
Ads that sell a third more for the same money — and a structure the next seasons can build on.
01 · Cheaper sales
−24 %
Google Ads ad cost 24 % lower. Every order from ads costs a quarter less than a year earlier.
02 · Growth without extra money
+31 %
Revenue from ads +31 % with spend 1 % lower. After a year of decline, the shop grows.
03 · Seasons under control
+19 %
Categories have their own campaigns — more for clothes and beds in winter, less in spring, backpacks in summer.
The two campaigns that carried the winter: Dog beds and Dog clothes.
The fine print.
Everything that would make these numbers look better than they are, said out loud.
Google Ads isn’t the only channel. The shop also advertises on Facebook, Instagram and Seznam — not managed by us. We don’t credit the whole shop’s growth (+19 % orders) to ourselves. Our yardstick is Google Ads ad cost. Organic Google traffic fell 32 % year on year, so the ads had to close part of that gap.
Revenue grew slower than orders. The average order fell 4 % and the shop’s gross margin grew only 6 % (from 47.6 % to 44.1 % of revenue). More cheaper goods and more sales. Prices and discounts are the client’s call, but for us one thing follows: revenue from ads isn’t profit, and next year’s targets will build on that.
Spring was weaker. In April and May we cut the budget 31 and 41 % year on year and revenue from ads fell 4 and 9 %. The shop had 14 and 24 % fewer orders than a year earlier. We held ad cost at 16 %, not the volume.
Improvement started before us. In summer and early autumn 2025 (1 Jul – 8 Oct), before the takeover, Google Ads ad cost fell 8 % year on year. Since the takeover the improvement sped up to −24 %.
What exactly we measure. Revenue and orders from ads are what Google Ads attributes to ads by its model — with the same settings in both years. Shop figures come from the admin and include all channels, shipping and payment. The shop hasn’t yet reached its 2023/24 level.
More case studies.
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