Joycast Acrylics: Stable ROAS Above Target with Google Ads
We stabilized ROAS and exceeded target performance for Joycast Acrylics by shifting Google Ads optimization from micro-events to purchase-based signals and refocusing budgets on the strongest campaigns.
Table of contents
Problem
The client had been optimizing Google Ads for a long time using add-to-cart as the main conversion event. This limited the system’s ability to properly optimize for real revenue. When we switched the conversion action to purchases, performance initially dipped - ROAS became unstable as the algorithm had to relearn.
How We Solved It
To help the system recalibrate and push performance in the right direction, we made several high-impact changes:
- Shifted focus to historically strongest campaigns: Performance Max, Search, and Brand
- Increased tROAS targets across key campaigns to attract higher-value traffic
- Expanded and refined keyword lists to improve intent quality
- Allowed sufficient time for the algorithm to adapt to purchase-based optimization
These actions helped Google re-learn faster and optimize toward actual revenue instead of micro-events.
Results
After an initial adjustment period, ROAS steadily increased over the month and stabilized well above our target.
Key outcomes across Performance Max, Search, and Brand campaigns:
- Consistently strong ROAS (2+)
- Improved cost efficiency
- Better traffic allocation toward high-intent users
- More predictable and scalable performance
This set a strong foundation for future scaling while maintaining profitability.
Client’s Words
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