940 Purchases at $18.09 Cost Per Conversion for Protein Works

High traffic, but purchase cost was creeping up

Protein Works was getting strong click volume through Shopping and Search, but cost per purchase was rising as the catalogue grew — a sign that budget was being spread across too many products and search terms without enough signal to tell Google's algorithm what actually converted.

The goal was to bring cost per conversion down without sacrificing the purchase volume the brand had already built.

Tightening the feed and the targeting

• 01 Restructured the Shopping feed into performance tiers, separating best-sellers from long-tail SKUs so budget wasn't spread too thin.
• 02 Tightened audience targeting on Search campaigns to focus spend on higher-intent segments.
• 03 Cleaned up product titles and attributes to improve Google's matching accuracy on Shopping ads.
• 04 Set up conversion tracking refinements to make sure purchase data feeding the algorithm was accurate.
• 05 Ran ongoing bid adjustments based on weekly cost-per-conversion trends by product category.

940 purchases at $18.09 cost per conversion

Across 28K clicks and $17K in spend, the account delivered 940 purchases at a $18.09 cost per conversion — bringing acquisition cost down while keeping purchase volume strong.