What We Accomplished
- +36% improved ROAS
- 6.80% total conversion rate
- 70% total paid revenue
As competition in the outdoor living space continued to grow and ad costs became more competitive, The Deck Store needed a smarter, more efficient way to drive qualified leads through Google Ads. While demand for their products was strong, their paid media efforts were not delivering consistent performance or clear visibility into what was truly driving revenue.
That’s where Digital Neighbor came in.
This Case Study highlights how The Deck Store partnered with Digital Neighbor to bring clarity, structure, and strategy to their Google Ads for eCommerce program.
Our goal was simple: reduce wasted spend, attract higher-intent shoppers, and turn paid traffic into measurable growth. By rebuilding their account structure, tightening keyword targeting, aligning ads with high-value product categories, and improving conversion tracking, we helped The Deck Store transform Google Ads from a cost center into a reliable growth channel.
What started as a need for better performance quickly became a long-term partnership focused on scalable, data-driven growth.
High Ad Costs and Long Sales Cycles
The Challenge
The Deck Store came to Digital Neighbor wanting to protect margins, improve efficiency, and strengthen organic performance — all at once.
- The Deck Store operates in a highly competitive eCommerce space, with long consideration cycles and high-value purchases.
- Rising paid media costs required a shift away from volume-based growth toward efficiency and profitability.
- The client needed to maintain strong demand and visibility while reducing ad spend.
- At the same time, it was critical that paid efforts support, not cannibalize, organic performance.
Google Ads Ecommerce Optimization Focused on Efficiency, Intent, and Scalable Growth
The Solution
Digital Neighbor optimized The Deck Store’s existing Google Ads program to better capture high-intent demand while improving efficiency and long-term performance.
Strategic focus on high-intent Google Search
We prioritized Google Search campaigns centered on bottom-of-funnel, product-driven queries. Spend was shifted away from low-quality traffic and reallocated toward purchase-ready users, with a deliberate focus on top-performing product categories such as decking, railing, and lighting.
Performance Max as a scalable efficiency engine
Performance Max was leveraged to capture incremental demand across Google’s ecosystem. By strengthening product feeds and utilizing historical conversion data, we improved machine-learning efficiency and supported full-funnel visibility, reinforcing brand presence throughout longer buying journeys.
Smarter budget management and seasonal optimization
Budgets were intentionally adjusted based on seasonal demand patterns, product-level performance, and the broader marketing calendar. Increases were planned and strategic, while reductions focused on protecting efficiency. The campaign structure allowed performance to remain strong even at lower spend levels.
Paid media supporting SEO performance
Insights from Google Ads informed the SEO strategy by identifying high-converting keyword themes, top-performing product categories, and strong buyer-intent signals. Paid media also reinforced brand visibility and product discovery, supporting high-value search demand that benefits organic performance.
Shopify channel data consistently showed Google Search, both paid and organic, as two of the highest-quality traffic sources, with paid search delivering higher conversion rates (6.80%) and stronger average order value.
The Results
Stronger efficiency, higher-quality demand, and sustainable growth
Digital Neighbor’s Google Ads optimization delivered meaningful performance improvements without relying on increased spend. By focusing on intent, efficiency, and alignment with organic search, The Deck Store achieved stronger results across paid media and overall channel quality.
Platform-wide efficiency gains
Ongoing campaign optimizations improved efficiency, allowing us to reduce Google Ads spend by 30% year over year while maintaining strong performance.
Overall, Google Ads ROAS improved by 36%, reflecting significantly better efficiency across campaigns. Traffic volume was intentionally reduced to prioritize higher-quality, purchase-ready demand.
Campaign-level wins
The Decking campaign emerged as the primary revenue driver, generating nearly 70% of total paid revenue, up 23% year over year, with a 3.54 ROAS. Railing campaigns achieved a 35% improvement in ROAS despite lower spend, while Lighting campaigns improved ROAS by 45% following strategic budget reallocation.
Strong Google Search and channel quality
Shopify channel data reinforced the value of Google traffic. Paid Google Search delivered a higher conversion rate (than organic search and a higher average order value, signaling stronger buyer intent. Organic Google Search continued to contribute meaningful order volume, supported by increased visibility and demand generated through paid campaigns.
Consistent performance under budget constraints
Performance scaled effectively during peak seasonal periods and stabilized quickly following mid-year budget reductions. Google Ads ROAS continued trending upward through Q4 2025, reaching its strongest levels to date. Paid and organic performance remained closely aligned, reinforcing Google Ads as a reliable growth engine even with disciplined budgets.
Conclusion
The Deck Store’s success shows that an effective Google Ads strategy is not about spending more, but about spending smarter.
By combining high-intent Google Search campaigns, efficient Performance Max campaigns, and data-driven budget management, Digital Neighbor delivered stronger efficiency, higher-quality traffic, and sustained visibility.
Most importantly, paid media did not operate in a silo. It actively supported SEO by reinforcing demand, improving traffic quality, and strengthening long-term organic performance over time.
For brands looking to improve efficiency, attract higher-intent customers, and align paid media with long-term SEO growth, Digital Neighbor provides a strategic, future-focused approach built for sustainable results.
Ready to improve your ROAS with the best Google Ads company?
We have a dedicated team of Google Ads optimization experts focused on implementing strategies that drive results. Our team continuously identifies opportunities to improve performance, optimize spend, and scale eCommerce growth month after month.
You can also explore how we helped The Deck Store transition from WordPress to Shopify and increase organic visibility through SEO.
