Monthly revenue past €70,000 and ROAS from 2.4 to 5.8 in nine months, with Google Ads spend moving from €4,800 to €12,400 a month.
Marine Part System is a European e-commerce store selling marine engine spare parts and service kits for Volvo Penta, Yanmar, Vetus and Nanni to boat owners and workshops across the EU. I worked on the account from December 2024 to August 2025, across Google Search, Shopping, Performance Max, and the Merchant Center feed.
Monthly revenue, up from roughly €23,500.
Return on ad spend (ROAS), up from 2.4.
Lower cost per order, from €38.20 to €20.60.
EU markets live, up from 2.
What wasn’t working.
The starting point was roughly €23,500 a month before I rebuilt the account. The structure limited visibility and didn't prioritise margins.
- Feed built for a shop, not for search. Titles missing OEM part numbers and model fit.
- One Smart Shopping campaign, one country. Dutch, German and Scandinavian demand invisible.
- Nothing split by brand or margin. Full engines bidding against €8 filters.
- Conversion tracking without order values. Algorithm optimised on checkouts, not revenue.
Six changes, in the order they mattered.
Feed rebuild with OEM part numbers
Added brand, part number, model fit, and keyword in titles, synced via Apps Script.
Shopping split by brand and margin
Organised by Volvo Penta, Yanmar, Vetus, Nanni, and three margin tiers.
Search for part numbers and symptoms
Targeted the top 400 OEM part numbers plus symptom queries.
Performance Max with asset groups
Created asset groups by use case: service kits, cooling and raw water, electrical and sensors.
Multi-country rollout
Expanded to NL, DE, BE, FR, SE, DK, IT, ES, FI with local feeds and country-level tROAS.
Value-based bidding
Set up server-side GTM and synced offline refunds from WooCommerce for enhanced conversions.
What changed, month by month.
Revenue grew while cost per order dropped
Monthly revenue (bars) against cost per order (line) from November to August.
Where the budget went
Share of monthly spend by campaign type, before vs after rebuilding the account structure.
Orders scaled across Europe
Monthly orders by country, November vs August, showing the multi-country rollout impact.
Still running today
- Weekly feed-health script.
- Daily pacing and ROAS alerts to Slack.
- Offline refund sync every 24 hours.
- Monday Looker Studio report.
Tell me what you’re working on.
What you want to achieve, and where you need help. We can talk it through and decide on a practical next step. I’m based in New Delhi and work with businesses across India.
