05/31/2026
When we look at the online infrastructure of a company looking to determine if they are tracking and trending in the proper direction with their digital presence, the most important step to take is looking at how they are currently analyzing their numbers before making course corrections, etc.
These screenshots are from one of our client's Business Intelligence Dashboard. This client has a strong international B2B e-Commerce presence selling specialty meters needed on construction jobsites.
In the last 30 days, they have a 13.9X Return On Ad Spend (ROAS) on Google Ads, which means for every dollar they spend, they see a $14 return. It's also important to know not $1 invested in this calculation is going to enhancing their brand name online.... In other words, every dollar of revenue generated is for a product category keyword, SKU, or something else.
Before hiring us 6 months ago, this company had a 3:1 ROAS. However, 80% of their calculated revenue was coming from searches done for their company name. Sadly, this happens all the time, and companies have no clue this is the case because their agency or inside team does things to hide it.
Now, this 13.9X ROAS is just from the e-commerce cart online....
This company also had 186 clicks to an exposed email on their website from a searcher from Google Ads. In short, they aren't comfortable removing the sales@ email address on their website, so 186 people who came to their site for a generic search and clicked a Google Ad chose to email them VS ordering online, calling, or sending them a message from a contact form.
Another 182 picked up the phone and called them with a question.
Another 4 filled-out a contact form to ask a question.
Long story short, even with a Director Of Marketing who isn't allowing us to put our full system to work (this is another story), we're still showing a 14x ROI in the last 30 days.
On top of that, there are another 372 actions taken (398 total actions taken from Google Ads, minus the 26 e-Commerce orders registered) that have come from our efforts. If just 25% of those inquiries were revenue-generating inquiries (which many of them are - we see the forms and call transcriptions), this means another 93 transactions have come from our work!!!
I share these numbers because IF you're not able to get THIS GRANULAR with what you currently have going on, THEN somebody else in your geographic area or industry who is advertising for exactly what you bring to market is likely stealing market share and revenue that should be coming your way.
Finally, for service-based businesses or companies who don't sell through e-Commerce (which is totally fine), the same situation is happening to you... It's just tabulated a bit differently than this example.
If you'd like to be acting a bit more responsible on on-point with your growth goals than you are currently, let me know and I'll do what I can to lend a helping hand to get you the best information for your situation :)
