I was working on this wholesale business Google Ads account with a strong product line and highly competitive pricing. But despite that, Google Ads didn’t work out the way we expected.
The products were in demand…
But we were still struggling to survive.
I’ve been working on this account for the past 50 days.
Here’s how I started:
The Issues:
- Wrong tracking setup
- Too many campaigns with a “catch-all” strategy
My Fixes:
- Set up the Google Ads conversion tag
- Added the remarketing tag
- Configured GA4 events
- Built GA4 audiences
- Imported GA4 events as secondary conversions
Campaigns I Created:
- A Shopping campaign for best-selling products
- A campaign focused on competitively priced products
- A dynamic remarketing campaign on Display
The Results:
If you look at the conversion value, it was actually good.
But on the other hand…
We had a very high minimum order value, and our shipping fee was higher than most competitors.
This meant fewer conversions overall—even though the ones we did get had high value.
But with Google Ads, fewer conversions mean longer learning periods for the campaigns.
We saw a lot of resistance at the checkout stage.
Most of it came from the higher minimum order requirement.
And to be fair, the business has a valid reason for both the shipping cost and the higher average order value.
So, for now, we couldn’t optimize those conversion drivers.
As you can see in the screenshot below:
We imported a secondary micro-conversion goal from GA4:
“Begin Checkout” — and it shows many users dropping off at checkout.
(Note: Some of this data may be duplicated due to page reloads.)
Key Takeaway:
That’s how conversion drivers work. If even one is off, you’ll start seeing resistance in the funnel.