S&S Electrical Supply lifts Google Ads ROAS from 3.0x to 5.3x while spending 23% less
Family-owned US parts store S&S Electrical Supply handed its Google, Microsoft and Meta ad accounts to Ryze on 29 July. Ryze found that Google Ads was reporting 2.4 purchases for every one Google Analytics saw, fixed it, and only then moved the money. In the latest clean 28 days Google Ads returned $5.26 for every dollar instead of $2.98, on $460 a day instead of $595: $3,779 less ad spend in 28 days, with as many sales as before.
Fix the scoreboard first, then move the budget
“Google Ads was reporting 2.4 purchases for every one Google Analytics saw. Ryze fixed the scoreboard before it touched a single budget.”
The scoreboard was wrong
Between 17 August and 15 September, Google Ads reported more than twice the purchases that Google Analytics saw from the same paid traffic. Two purchase actions were both counting every order, so the account looked like it was returning 6–8x. Budget decisions made on those numbers would have been wrong.
Where every ad dollar goes
With honest numbers, the waste was easy to see. Before Ryze, a third of the Google Ads budget went to campaigns that earned back less than the store’s 2.0x break-even. In the latest 28 days, that share is 2%, and 92% of spend sits in campaigns returning 4x or more.
Same sales, less money, bigger orders
Comparing two 28-day windows, before Ryze and after the fix, the store bought the same number of sales for less. Because budget moved to the product lines that sell best, the average order from Google Ads also grew.
Google Analytics, counting on its own, shows the same direction: revenue from paid Google traffic grew from $40,102 to $54,620 (+36%) across the same two windows, from about the same number of orders (404 → 389).
About S&S Electrical Supply
S&S Electrical Supply is a US electrical supplier that specialises in the parts that are hard to find elsewhere: obsolete and replacement circuit breakers from GE, Siemens/ITE, Eaton, Square D, Murray, Zinsco and Federal Pacific, plus panels, contactors, capacitors, transfer switches and generators. Their buyers are electricians, contractors and homeowners who need an exact part number, and Google Shopping is where most of them find S&S. Founded in 2018, S&S is a family-owned company that was born online and ships orders overnight anywhere in the United States. It is run by the husband-and-wife team of Stephen and Shannon Reha: Stephen uses his master electrician license and deep knowledge of the trade to understand exactly how each part is used in the field, while Shannon manages HR and finance.
Visit sselectricalsupply.com
Executive summary
S&S runs a large Google Ads account, with dozens of Shopping, Performance Max and Search campaigns split by price band, plus Microsoft Ads and a small Meta account. Ryze’s agent reviewed the accounts continuously, proposed each change with the numbers behind it, and applied it once the owner approved. Before moving any budget it checked the account’s numbers against Google Analytics and found that every sale was being counted twice. Once that was fixed, it removed spend that produced no sales and shifted budget to the strongest product lines. In the latest clean 28 days, Google Ads returned $5.26 per dollar instead of $2.98, on 23% less spend and with as many sales as before.
The challenge
A catalogue of thousands of exact part numbers makes for a sprawling ad account. Before Ryze, S&S was spending about $595 a day on Google Ads at a 3.0x return, and some of the numbers used to steer it could not be trusted.
Sales being counted twice
From mid-August, two purchase actions in Google Ads were both recording every order. Reported return jumped to 6–8x, a number that looked great but would have justified the wrong budget moves.
A third of the budget below break-even
Branded search, a Siemens/ITE campaign and a June Shopping test spent $5,605 in 28 days while earning back less than the 2.0x a 50% margin business needs.
Winners starved of budget
The best-selling price bands were losing most of their impressions to budget caps, while weaker campaigns kept spending.
Blind spots on other channels
Microsoft Ads had stopped recording sales at all since 1 August, and Meta was reporting purchases that its own landing-page numbers couldn’t support.
What Ryze did
Checked the scoreboard before touching budgets
Cross-checking Google Ads against Google Analytics, Ryze found that between 17 August and 15 September Google Ads recorded 1,050 purchases worth $130,335, while Analytics saw 436 purchases worth $53,388 from the same paid traffic. On 16 September Ryze demoted the duplicate action, with no history deleted, so bidding now learns from real sales. It also flagged the silent Microsoft tracking and Meta’s over-reported purchases for the owner to fix.
Cut searches that don’t buy parts online
On day one, Ryze added 20 negative keywords to a Search campaign to stop paying for “near me” store-hunting and generic searches such as electrical supply store near me, electrical company and electrical material, and paused three keywords in the same ad group. In September it added competitor and research queries to the biggest Shopping campaign: lowes, home depot, city electric supply, “where can i buy”, “how much are”.
Paused product ads and keywords with zero sales
Ryze paused 40 Shopping product ads in the $50–$100 campaign that had spent $689 in 30 days without a single sale, and on Microsoft Ads paused keywords that bought 351 clicks for $195 and no orders. When the $50–$100 campaign kept returning 1.36x, below the 2.0x break-even for the store’s margin, Ryze paused it entirely, with a one-click way back.
Moved budget to the product lines that sell
The $20–$50 Shopping campaign was losing two thirds of its impressions to budget caps. Ryze raised its budget twice (+20% in August, +15% in September), trimmed the weaker $50–$100 line and cut a Microsoft remarketing campaign running at 0.39x. In the latest 28 days the $20–$50 campaign returned 6.0x on 27% of the budget. Budget increases the owner declined were respected.
Fixed the pages paid traffic lands on
Ads only pay off if the page converts. Ryze added clear out-of-stock notices with a route to the right collection on product pages that were taking hundreds of sessions with zero purchases, and rewrote a DuroMax generator page whose all-caps warning made an in-stock $1,199 generator look unavailable.
Results
Google Ads ROAS in the latest clean 28 days (17 Sep – 14 Oct), up from 3.0x in the 28 days before Ryze.
Less Google Ads spend in 28 days ($12,878 instead of $16,657), with the same number of sales (443 → 442).
Share of the budget spent in campaigns earning back less than the 2.0x break-even.
Sales over-count found and removed from Google Ads bidding on 16 September.
Why this worked
Trust the data before acting on it
A 7x return would have justified doubling budgets. Checking it against real purchases first kept spend decisions honest.
Waste out, winners up
Every cut had a measured zero-sale history behind it, and freed budget went to the price bands already returning 4–6x.
The owner stays in control
Each change came as a proposal with the numbers and a revert rule. The owner approved or declined, and Ryze respected every decision.
