+75% Google Ads sales at a higher ROAS for a bandsaw blade brand

Blade Serpent sells bandsaw blades for metal and wood cutting. After we took over its Google Ads in spring 2025, we rebuilt the generic search campaigns around its Blade Finder, widened keyword and audience coverage and cleaned up wasted traffic. In January to July 2026, Google Ads purchases brought in $209,824, up 75% on the same months of 2025, while ROAS rose from 5.2x to 6.6x (all figures in USD).

+75%

Google Ads purchase value, Jan–Jul 2026 vs Jan–Jul 2025

6.6x

ROAS, Jan–Jul 2026 (from 5.2x)

+59%

Purchases from Google Ads, Jan–Jul 2026 vs 2025

$26.81

Cost per purchase, Jan–Jul 2026 (from $31.21)

The Starting Point

The Challenges Holding the Brand Back

Returns slipping as spend rose

In March 2025 the account returned only $3.87 in purchase value for every dollar spent ($10,206 on $2,634), and cost per purchase averaged $31.21 over January to July 2025.

Budget concentrated in broad generic campaigns

From January to July 2025, two broad generic search campaigns took $14,055 of the account's $23,252 spend, with little structure by blade size, machine brand or audience.

What We Built

Rebuilding the Foundation for Scalable Growth

New campaign structure

Launched competitor search and a product-listing-only Performance Max campaign in April 2025
Tested Blade Finder campaigns by audience (June 2025) and by state (July 2025)
Launched an exact-match Blade Finder campaign on July 29, 2025, which became the largest non-brand campaign in January to July 2026 ($38,804 in conversion value on $8,002)
Relaunched a listings-only Performance Max campaign in May 2026

Keywords and ads

Added hundreds of exact, phrase and broad match keywords across the Blade Finder campaigns, covering blade sizes, machine brands and generic terms
Built large negative keyword lists to block competitor brands, irrelevant terms and non-converting searches
Created new responsive search ads and call-only ads across the Blade Finder ad groups and experiments

Targeting and account hygiene

Added remarketing audiences for site visitors, cart abandoners and past buyers
Added demographic targeting (age, gender, income) and a manufacturing industry audience
Excluded 54 mobile app categories and 18 specific apps from all campaigns
Added sitelinks and image assets to the Blade Finder campaigns

The Results

Measurable Growth Across Every Key Metric

Metric	Before	After
Purchase value from Google Ads	$120,098 (Jan–Jul 2025)	$209,824 (Jan–Jul 2026)
ROAS	5.17x (Jan–Jul 2025)	6.63x (Jan–Jul 2026)
Purchases	745 (Jan–Jul 2025)	1,181 (Jan–Jul 2026)
Cost per purchase	$31.21 (Jan–Jul 2025)	$26.81 (Jan–Jul 2026)
Click-through rate	3.69% (Jan–Jul 2025)	6.82% (Jan–Jul 2026)
Average order value	$161 (Jan–Jul 2025)	$178 (Jan–Jul 2026)