Protect the brand, scale the cold traffic.
How a rebuilt Google Ads account took an American-made truck fuel system manufacturer from 11.9x to 29.7x ROAS, with $7.93M in lifetime conversion value.
The results in four numbers.
Lifetime performance across the engagement, and where 2026 stands so far.
Lifetime conversion value
Lifetime ad spend managed
Lifetime conversions
ROAS lift after the rebuild
2026 YTD ROAS
2026 qualified calls
2026 online purchases
Average order value
Conversion value combines online purchase revenue with the assigned value of qualified calls. Online purchases alone returned 10.2x on 2026 spend.
A high-ticket, high-consideration product.
A US manufacturer of in-bed auxiliary tanks, refueling and transfer tanks, replacement tanks, and tank and tool box combos for full-size and heavy-duty pickups, with more than four decades of heritage and a national dealer and installer network.
Buyers need to confirm fitment for their exact truck and many want to talk to a technician first, so the sale splits between online checkout and the phone.
Customers
Overlanders, ranchers, contractors, fleets, long-haul owners
Market
United States
Channel
Google Ads, multi-year engagement
Average online order
Of 2026 conversions were qualified calls
Manufacturing heritage
Spending heavily, not spending well.
Legacy campaigns before our rebuild consumed $212K and returned 11.9x at a $29.20 cost per conversion. For a brand with this name recognition and order value, that left a lot on the table.
Brand demand was exposed
Competitors, resellers and marketplaces bid on branded searches. Every lost click was a $1,000+ customer.
Cold traffic wasn’t scaling
Non-branded demand is where growth lives, but it wasn’t structured to be bought profitably.
Phone sales were undervalued
Without call tracking and values, bidding optimized toward only part of the real revenue.
No clear funnel
Prospecting, retargeting and brand were blended, hiding what actually worked.
The rebuild took ROAS from 11.9x to 29.7x.
More than twice the conversion value on 14% less spend.
| Lifetime | Legacy | Rebuilt | Change |
|---|---|---|---|
| Spend | $212,436 | $181,835 | −14% |
| Conversions | 7,275 | 9,255 | +27% |
| Conversion value | $2.53M | $5.41M | +114% |
| ROAS | 11.9x | 29.7x | +150% |
| Cost / conversion | $29.20 | $19.65 | −33% |
Legacy campaigns were wound down as the new structure proved itself.
Three jobs, each with its own campaigns and budget.
Underneath all three: online purchases, calls from ads and calls from the website tracked with values, so Smart Bidding optimizes toward real revenue.
Defend the brand
Branded Search on an impression share strategy with aggressive bids to own the top of the page.
Acquire cold demand
Performance Max on target ROAS, with the best-selling tank and tool box combo in its own campaign.
Recapture warm visitors
Retargeting PMax, competitor visitor Shopping and non-brand Search to close long research cycles.
Owning the top of the page.
Efficiency held as we pushed share: cost per conversion stayed between $14 and $16.
Click-through rate, every year
Lifetime branded ROAS
Lifetime qualified calls
Lifetime cost per conversion
| Branded Search | Lifetime | 2026 YTD |
|---|---|---|
| Spend | $82,303 | $27,005 |
| Conversions | 5,659 | 1,695 |
| Online purchases | 671 | 227 |
| Purchase revenue | $978,013 | $361,488 |
| Conversion value | $3,352,208 | $1,060,366 |
| ROAS (total value) | 40.7x | 39.3x |
| ROAS (purchases only) | 11.9x | 13.4x |
Non-branded cold traffic with PMax.
64% of 2026 spend went to people who didn’t know the brand yet, and it still returned 22x.
All non-brand ROAS
Non-brand conversion value
Of all 2026 value
| Cold traffic PMax, 2026 | Hero product | Main catalog | Combined |
|---|---|---|---|
| Spend | $11,197 | $7,604 | $18,801 |
| Qualified calls | 249 | 373 | 622 |
| Online purchases | 101 | 40 | 141 |
| Purchase revenue | $109,289 | $64,698 | $173,987 |
| ROAS (total value) | 20.3x | 31.9x | 25.0x |
| ROAS (purchases only) | 9.8x | 8.5x | 9.3x |
Closing the long research cycle.
A $1,000+ purchase rarely happens on the first visit. These campaigns stay with the buyer until they’re ready.
| Campaign role, 2026 | Spend | Conv. | Calls | Purch. | ROAS |
|---|---|---|---|---|---|
| Retargeting PMax, full catalog | $15,271 | 559 | 407 | 152 | 22.6x |
| Competitor visitor Shopping | $5,989 | 228 | 196 | 32 | 23.6x |
| Non-brand Search, full catalog | $4,358 | 118 | 110 | 8 | 15.3x |
| Accessories Shopping | $2,120 | 21 | 0 | 21 | 5.7x |
| Non-brand Search, in-bed tanks | $1,909 | 57 | 54 | 3 | 17.0x |
Retargeting PMax
Re-engages visitors across Search, YouTube, Display and Gmail. 152 purchases and 407 calls.
Competitor visitor Shopping
Reaches in-market shoppers browsing competing brands while they’re still deciding.
Non-brand Search
Highest order values in the account: $1,800 to $2,300 per purchase.
Accessories Shopping
At a $0.28 CPC, builds a first purchase with owners who may buy a full tank later.
28% of lifetime value on 20% of lifetime spend.
2026 ROAS, active campaigns
Online purchase revenue (10.2x)
Spend per qualified call
What made the difference.
Structure is a lever, not admin
Rebuilding around clear jobs took ROAS from 11.9x to 29.7x and cut CPA by a third.
Own your brand name
Impression share domination made branded search the most efficient campaign: 39x to 41x ROAS.
Spend most on people who don’t know you
Non-brand took 64% of 2026 budget and still returned 22x.
The phone is a sales channel
Valuing qualified calls let bidding see real revenue and surfaced 2,857 sales conversations.
Feed the algorithm value, not volume
Target ROAS PMax scaled cold traffic while keeping purchase ROAS above 9x.
What this could look like for your brand.
More case studies.
All Case Studies
First Impressions Rejuvenation Clinic
54,743 leads and a 50X ROI from Meta lead gen, AI creative and a membership engine.
Read the case study
Premium Leather Jacket Brand
From $0 to $40K in sales in the first five months of a US launch.
Read the case study