e-commerce · Wine glassware · Mar–Jun 2025 · in 3 months
Graft Collab
Google Ads from loss to sales on a small budget: ad return from 0.24 to 5.3
- 5.3AED in sales per AED 1 of ads, was 0.24
- −68%monthly ad budget
- ×1.9monthly store sales
- 9.5return in the best week
Starting point
- AED 8,844monthly store sales
- AED 8,418Google Ads spend
- AED 2,005sales from ads
- 0.24AED in sales per AED 1 of ads
March 2025 — Shopify and the Google Ads account. Ads cost more than they brought in: every dirham invested returned 24 fils in sales.
Challenge
Graft Collab is a premium wine-glassware store in the UAE: Riedel glasses and decanters, Coravin systems, Sophienwald glassware and wine accessories. Most sales came through Amazon, and the brand’s own Shopify store needed outside traffic. The budget was around AED 100 a day. The goal: make Google Ads bring sales instead of burning budget.
Obstacles
- A small budget — around AED 100 a day: not enough for broad, everyone-targeted ads
- An expensive premium product — AED 754 average order: people buy rarely and deliberately
- In May, Performance Max started pulling junk traffic: AED 3,864 spent for only AED 2,510 in sales
What I did
- 01
Performance Max relaunch
Rebuilt the campaigns: Performance Max for the full range, a separate Riedel campaign and retargeting for people who viewed Riedel. In the very first month, April — 21 orders worth AED 13,894 on AED 3,742 spent.
- 02
The May slump — and the diagnosis
In May, Performance Max began spending on irrelevant traffic: the return fell to 0.65. Instead of feeding the campaign more money, we narrowed the front.
- 03
One brand, one city
Focused the ads on a single brand — Riedel: glasses, decanters, everything for wine. And only on Dubai, not the whole Emirates. In June the return was 5.3 on a budget 31% smaller than in May.
- 04
Weekly control by orders
Every week a summary: spend, clicks, orders, order value, cost per order and payback. Decisions are made on orders, not clicks.
Results
| Metric | March 2025 · before | June 2025 · after |
|---|---|---|
| Google Ads spend | AED 8,418 | AED 2,663 · −68% |
| Sales from ads (Google Ads) | AED 2,005 | AED 14,120 · ×7 |
| AED in sales per AED 1 of ads | 0.24 | 5.3 |
Best week — 14–20 April: AED 8,071 in sales on AED 847 of ads, a return of 9.5. The store’s April sales — AED 16,797 against AED 8,844 in March: ×1.9.
Report screenshots
Screenshots from ad accounts and reports, click to enlarge. Interface labels are translated from Russian for readability — numbers are unchanged. The original is one click away.
How it works now
- Ads are focused on Riedel and Dubai — where a small budget pays off
- By the order report, June brought 11 orders worth AED 9,647 on AED 2,660 spent: a return of 3.6, on par with the best month, April
- Next: Coravin, email and SMS for repeat purchases, growing the Shopify store
Sources: Shopify, the Google Ads account and the weekly report sheet — screenshots above. Return = sales from ads by Google Ads data relative to spend; by the order report it is lower: April 3.7, June 3.6.
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