Teaching case. This case is a composite based on typical Nepali businesses. Names are withheld and the figures are illustrative, chosen to make the calculations realistic.

Overview

An electronics retailer spent broadly on brand + generic terms with poor tracking. The account was rebuilt with clear structure, better creatives, and conversion measurement.

Background

The retailer sold phones, laptops, and accessories through a website and two showrooms. It spent about Rs. 2,00,000 a month on Google Ads but could not say which ads produced sales. Ads ran on broad keywords such as “mobile” and “laptop”, many clicks came from people looking for repairs or jobs, and most orders were cash on delivery, so online conversion tracking missed them.

Key Changes

  • SKAG‑like tight ad groups for top sellers; rest consolidated by theme.
  • Search terms mining → negatives; switched match types to reduce waste.
  • Assets: responsive search ads with Nepali context, offers, and trust badges.
  • Conversion tracking via GA4 + enhanced conversions; offline import for cash‑on‑delivery.

Outcomes

  • CTR +45%; CPC −22%; Conv. rate +38%; ROAS improved 2.1× in 6 weeks.
  • Inventory sync reduced spend on out‑of‑stock items.

Lessons (Unit 5 lens)

  • Structure + measurement are the foundation; creatives win only with relevance.
  • For COD markets, offline conversion import is essential for true ROAS.

The Numbers

  • Before: 20,000 clicks a month at Rs. 10 = Rs. 2,00,000; 100 tracked orders; cost per order Rs. 2,000.
  • After restructuring: CPC down 22% to Rs. 7.80; conversion rate up 38% from 0.5% to 0.69%.
  • Same budget: 2,00,000 ÷ 7.80 = about 25,600 clicks × 0.69% = about 177 orders; cost per order about Rs. 1,130.
  • Importing COD orders confirmed in the store system showed which keywords produced real, paid sales.

Case Questions

  1. What are negative keywords, and how did they reduce wasted spending in this case?
  2. Recalculate the cost per order before and after the changes. What does this tell the owner?
  3. Why is offline conversion import important in a cash-on-delivery market?
  4. Which metrics from the marketing costs chapter would you report to the owner each month, and why?
  5. Should the retailer move some budget from Google Ads to SEO? Discuss.

Chapters covered

Use the unit notes below to review the theory this case applies in practice.