Defence UkraineSome product categories can't just run ads. Compliance is the first campaign.
This account operates in one of Google's most heavily restricted advertising categories. Getting it approved, structured, and scaled took a different kind of work before a single optimization even mattered.
ROAS
Revenue
Conversions
Managed spend
Figures are from a 2023 engagement (May–August).
Context
A specialized e-commerce account operating in a restricted advertising category, where the marketing challenge starts with compliance, not creative.
The challenge
Low conversion rates and underwhelming returns — inside a policy environment most e-commerce accounts never have to navigate.
What we did
- Audited existing campaigns for waste and opportunity within strict policy constraints.
- Refined targeting and refreshed creative to better match the actual buyer.
- Improved the on-site conversion path.
Outcome
Over roughly four months, $66,727 in managed spend generated 2,382 conversions and $316,449 in revenue — a 4.74x ROAS in a category where most accounts don't get approved at all, let alone scaled.
Timeline · How it actually unfolded
Twelve weeks, mapped week by week — here's the system, not the luck.
Policy & compliance groundwork
Before any optimization could matter, the account had to clear Google's certification requirements for a restricted advertising category — a different kind of work than a standard e-commerce launch.
Campaign audit
Reviewed existing campaigns for wasted spend and identified real opportunity within the strict targeting and creative constraints the category requires.
Targeting & creative refresh
Refined targeting and rebuilt creative to match the buyer who actually converts, working inside policy limits the whole way.
Conversion path optimization
Improved the on-site path from click to purchase, closing the gap between qualified traffic and completed orders.
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