Our Case
Witi
Google Ads Budget Increase
After Fixing Tracking
Combined Blended ROAS
Across Both Platforms
Peak Google Ads ROAS
September 2025
Meta Purchase Increase
After Full-Funnel Launch
How Fixing Broken Tracking and Scaling Across Two Platforms Delivered 4.93x Combined ROAS
Witi is an Australian e-commerce brand that came to WS Digital with duplicate conversion tracking on Google Ads, meaning every sale was counted twice, and a dormant Meta account running only basic remarketing. They needed a partner who could fix their data foundation and scale both platforms with confidence.
Our Approach
Phase 1: Google Ads — Fix Tracking, Then Scale (February 2025)
The Google Ads account had duplicate conversion tracking — every purchase was recorded twice,
misleading the bidding algorithms with inflated data. We stripped out the duplicate tags, verified every
conversion action, restructured the account, and built out a negative keyword strategy. Once tracking
was clean, we scaled the budget by 365%, backed by data we could finally trust.
Phase 2: Meta Ads — From Remarketing to Full-Funnel (July 2025)
Witi’s Meta was effectively dormant — minimal remarketing with no prospecting or creative strategy.
We launched a full-funnel Meta strategy from the ground up with prospecting campaigns, compelling
ad copy, and significantly scaled spend to drive real, incremental purchases.
Goals
Witi’s Google Ads was running on flawed data — duplicate conversion tracking meant every purchase was counted twice, inflating reported metrics and misleading bidding algorithms. Meanwhile, Meta was an afterthought with minimal remarketing and no real ad-driven results. Witi needed accurate data and a multi-platform strategy that could genuinely scale.
The Results
Google Ads: Scaled 365% with Verified Performance
With clean tracking in place, we scaled the Google Ads budget by 365% and increased average monthly
conversion value by 84%. The account delivered a 4.86x average ROAS across 11 months — every
number verified and accurate. The peak month of September 2025 hit 17.28x ROAS.
Meta Ads: From Dormant to a Genuine Growth Channel
Meta went from a dormant remarketing account to a genuine growth channel. Purchase volume
increased by 88%, with 96 verified purchases in the first six months and an average ROAS of 5.11x. The
best month hit 9.67x ROAS with 29 purchases.
The Multi-Platform Picture
Combined, both channels deliver a 4.93x ROAS measured against verified data. The best combined
month (September 2025) hit 13.36x blended ROAS. We fixed the data first, then scaled with confidence.
Key Takeaways
Accurate data is non-negotiable. You cannot scale what you cannot measure. Fixing duplicate tracking was the essential first step.
Scaling requires a foundation. We increased budget by 365% — but only after clean tracking and a sound account structure were in place.
Dormant channels are untapped opportunities. A proper investment turned Meta from an afterthought into a channel delivering 5.11x ROAS.
Real results beat inflated reports.WS Digital delivered a verified 4.93x combined ROAS — real numbers that drive real business decisions.
What Our Client
Steel Power Shelving
Google Ads Revenue Increase
Self-Managed vs WS Digital
Google Ads ROAS Increase
Self-Managed vs WS Digital
Meta ROAS Increase
Before vs After WS Digital
Combined Blended ROAS
Q4 2025
From Losing Money on Ads to a 3,986% Revenue Increase Through Google Ads and Meta
Steel Power Shelving is an Australian e-commerce retailer specialising in heavy-duty industrial and commercial shelving. When they came to WS Digital, their Google Ads was haemorrhaging money — half their months were running at a loss with ROAS as low as 0.28x. Their Meta was generating modest returns but was far from optimised. They needed a partner who could turn paid advertising from a cost centre into a growth engine.
Our Approach
Phase 1: Google Ads Restructure & Scale (July 2023)
We rebuilt the Google Ads account from the ground up — restructuring campaigns around product
categories, implementing a comprehensive negative keyword strategy, fixing conversion tracking, and
deploying bidding strategies that prioritised profitability over volume. As data matured, we
progressively scaled spend while maintaining strong ROAS targets.
Phase 2: Meta Ads Optimisation (August 2025)
With Google Ads consistently delivering 12–15x ROAS, we turned attention to Meta. We restructured
audience targeting, refined ad copy strategy, and implemented a more efficient campaign structure that
reduced cost per purchase while significantly increasing conversion volume.
Goals
Three out of six self-managed months on Google Ads were running at a loss, averaging just 1.66x ROAS with the final month plummeting to 0.28x. Meta was performing better on the surface at 5.29x ROAS, but acquisition costs were too high and the account wasn’t structured to scale. Both platforms needed a fundamentally different approach.
The Results
Google Ads: From 0.28x to 15.45x ROAS
Within six months, ROAS jumped from 1.66x to 7.61x. Continuous optimisation pushed performance
higher every half-year:
| Period | Average ROAS | Avg. Monthly Conv. Value Growth |
|---|---|---|
| Before WS Digital (H1 2023) | 1.66x | Baseline |
| First 6 Months (H2 2023) | 7.61x | +268% |
| Year 2 Average (2024) | 9.12x | +562% |
Meta Ads: Immediate Impact, 44% ROAS Lift
Within five months of WS Digital management, Meta’s performance shifted dramatically:
| Metric | Before WS Digital | After WS Digital |
|---|---|---|
| Average ROAS | 5.29x | 7.62x (+44%) |
| Purchase Volume | — | +42% Increase |
| Cost per Purchase | — | 31% Reduction |
| Avg. Add-to-Cart Actions | 2,352 | 3,219 (+37%) |
| Peak Monthly ROAS | 6.53x | 9.49x (+45%) |
The Multi-Platform Picture
By late 2025, the combined blended ROAS across both platforms sat at 9.49x — every dollar returning
nearly ten in revenue. Google Ads was built over 30 months of continuous refinement. Meta was
transformed in five.
Key Takeaways
Platform expertise matters. The same account that was losing money delivered a 15.45x peak ROAS under WS Digital. The platform didn’t change — the strategy did.
Patience and precision compound. ROAS improved every half-year for over two years, from 1.66x to 12.82x.
Multi-platform strategy amplifies results. Adding Meta delivered a 44% ROAS improvement within months — creating two highly profitable channels.
Efficiency beats spend.We reduced Meta ad spend while increasing purchases by 42% and dropping cost- per-purchase by 31%.
What Our Client
My Ball iD
Google Ads Revenue Growth
First Month vs Latest Month
Average Meta ROAS
Across 6 Months
Average Google Ads ROAS
Across 31 Months
Peak Month Meta ROAS
October 2025
31 Months of Compounding Growth Across Google Ads and Meta
My Ball iD is an Australian e-commerce brand specialising in personalised sports products. WS Digital built their entire paid advertising operation from scratch — launching Google Ads in June 2023 and adding Meta in July 2025. Over 31 months, both platforms have delivered compounding returns that continue to accelerate.
Our Approach
Phase 1: Google Ads — Built From Scratch (June 2023)
My Ball iD had no Google Ads presence. We built the full account from the ground up — campaign
structure, conversion tracking, keyword strategy, and ad copy. The account was profitable from the
second month and has been scaled year on year ever since.
Phase 2: Meta Ads — New Channel Launch (July 2025)
With Google Ads established, we launched Meta as a second growth channel. We wrote targeted ad
copy, set up full-funnel campaigns from prospecting through to retargeting, and the results were
immediate — 26.5x ROAS in the first six months.
Goals
My Ball iD needed a paid advertising partner who could build their presence from nothing and grow it year on year. The goal was consistent, compounding growth — scaling spend alongside returns, not instead of them. Once Google Ads was proven, the next step was adding Meta as a second revenue channel.
The Results
Google Ads: 31 Months of Compounding Growth
Google Ads has been profitable every single month for 31 months straight. Monthly revenue grew
3,789% comparing the first month of the campaign to the latest — from a standing start to the
strongest returns the account has ever seen. November 2025 was the peak: 15.87x ROAS with 247
conversions in a single month.
Meta Ads: 26.5x ROAS From Day One
Meta launched in July 2025 and the results were exceptional from the start. Across six months the
platform delivered a 26.5x weighted ROAS with 505 purchases at an average CPA of just $10.52.
October 2025 hit 33.3x ROAS — one of the highest single-month returns we’ve recorded across any
client. November followed with 129 purchases at 33.0x ROAS.
The Multi-Platform Picture
With both platforms running in H2 2025, My Ball iD averaged over $40,000 per month in combined
trackable revenue at a 13.2x blended ROAS. The two channels compound each other — Google
captures high-intent search demand while Meta drives new customer acquisition at scale.
Key Takeaways
Compounding growth is the real metric. 3,789% revenue growth from the first month to the latest because we built the right foundation and scaled methodically.
31 months profitable without exception. Not a single loss-making month across the entire Google Ads partnership. Consistency builds trust — and budget.
Meta at 26.5x ROAS speaks for itself. Launching a second channel with the right strategy turned a modest spend into outsized returns from month one.
The best results come from long-term partnerships. Two and a half years of continuous optimisation is what separates good performance from exceptional performance.
What Our Client
Ready to transform your advertising performance?
WS Digital specialises in turning underperforming ad accounts into profitable growth engines.
