How We Helped a New York Lockset Brand Achieve 8.51x ROAS on Google Ads

Overview

A New York-based e-commerce retailer specializing in residential and commercial locksets, door hardware, and security products came to Seller Splash looking to grow their online sales through paid search. The brand sells a wide range of products including deadbolts, knob locks, lever handles, and smart locks, serving both homeowners and contractors across the New York metro area and nationally.

The Challenge

The client had previously attempted Google Ads on their own but struggled with inefficient spend, low conversion rates, and poor targeting. Their campaigns were bleeding budget on irrelevant search terms, and they had no structured approach to bidding, ad copy, or landing page alignment. They needed a performance-focused partner who could build a profitable paid search engine from scratch.

Key challenges included:

• High competition from national home improvement retailers
• Broad keyword targeting resulting in wasted spend
• No conversion tracking or attribution in place
• Seasonal demand spikes requiring agile budget management

Our Approach

Shlomie Spielman and the Seller Splash team conducted a full audit of the client's Google Ads history and website to identify quick wins and structural improvements. We rebuilt the campaigns from the ground up using a tightly organized account structure tailored to the lockset and door hardware niche.

Campaign Structure:

• Branded campaigns to protect existing demand
• Product-specific Shopping campaigns segmented by lock type and brand
• High-intent search campaigns targeting buyer keywords (e.g., "buy deadbolt online," "commercial lockset supplier New York")
• Remarketing campaigns to recapture cart abandoners and past visitors

Targeting and Optimization:

• Implemented conversion tracking for purchases, phone calls, and lead forms
• Used negative keyword sculpting to eliminate irrelevant traffic
• Applied audience layering (in-market for home improvement and security)
• A/B tested ad copy focused on fast shipping, competitive pricing, and professional-grade products
• Optimized product feed and titles for Google Shopping visibility

Results (April 2026)

The results speak for themselves. In a single month, the campaigns delivered exceptional performance:

Metric	Result
Conversion Value	$53,200
Conversions	69.30
Conv. Value / Conversion (ROAS)	8.51x
Ad Spend	$6,250

The client achieved an 8.51x return on ad spend, meaning every dollar invested in Google Ads returned $8.51 in revenue. With a monthly ad budget of just $6,250, the campaigns generated over $53,000 in conversion value.

Why It Worked

The success of this campaign came down to three core principles that Seller Splash applies to every e-commerce client:

1. Precision targeting - We focused spend on shoppers with high purchase intent, not broad awareness audiences. By targeting New York-area searches and nationally relevant product keywords, we captured buyers at the bottom of the funnel.

2. Smart bidding with proper data - With clean conversion tracking in place, Google's Smart Bidding algorithms had the data needed to optimize for revenue, not just clicks.

3. Continuous optimization - Weekly reviews of search term reports, bid adjustments, and ad copy tests ensured the campaigns improved week over week throughout the month.

About Seller Splash

Seller Splash is a performance marketing agency founded by Shlomie Spielman, specializing in e-commerce growth through Google Ads, Meta Ads, and marketplace strategies. We work with brands across every niche, from home goods to electronics, to build scalable, profitable paid advertising systems. If you are an e-commerce brand looking to grow, we would love to help.