Case study
Spice Tribe
Moving Google Ads From B2B Lead Generation to Ecommerce With Product-Focused Performance Max Campaigns
Services
SEM & PPC
Industry
Food & Beverage
The challenge
Shifting Paid Search Toward Direct Online Sales
Spice Tribe sells specialty spices and ingredients and also offers wholesale, custom blending, and private-label services. Its customers range from home cooks placing individual orders to businesses looking for larger commercial partnerships.
Its Google Ads program had been built around B2B lead generation. To grow online sales, Spice Tribe needed campaigns that reached shoppers ready to buy directly, along with reporting that separated ecommerce results from wholesale and private-label inquiries.
Key objectives
- Reach shoppers searching for products they can buy online
- Identify the products and campaign approaches with the strongest return
- Measure ecommerce performance separately from B2B lead generation
The solution
A Product-Focused Google Ads Strategy Built for Ecommerce
Sonar built a Google Ads strategy around shopping-feed Performance Max campaigns organized by product group: Gold Products, 1lb Top Sellers, and a second 1lb product feed. Grouping campaigns this way made it possible to compare how each set of products responded to ad spend.
B2B Search reporting was separated from the product campaigns so lead generation and online sales could each be judged against their own goals. A testing roadmap set out next steps, including refining return-on-ad-spend targets, comparing feed-focused and standard Performance Max campaigns, and testing how product size affects customer acquisition.
The approach
How the strategy took shape
01
Step 1
Separate business objectives and reporting. Sonar split paid search text ads from Performance Max reporting so B2B inquiries and online sales could be evaluated independently.
02
Step 2
Build campaigns around product groups. Dedicated Performance Max campaigns ran for Gold Products and 1lb Top Sellers, with a second 1lb feed campaign added in March 2026.
03
Step 3
Set a structured testing roadmap. The plan defined tests for bidding targets, campaign formats, audience signals, and product sizes to guide future investment.
04
Step 4
Review performance by campaign. Monthly reporting tracked spend, reach, clicks, conversions, and conversion value by campaign to show differences in efficiency and areas to refine.
Results
Strong, measurable results
$34.3k
Conversion Value
1.47x
ROAS (1lb Top Sellers)
204%
Website Revenue Growth
From September 2025 through July 2026, three Performance Max campaigns generated $34,282 in reported conversion value from $25,370 in ad spend. Over the same period, total website revenue rose 204% to $67,777, purchase events increased 190%, and purchasing users increased 195% compared with the prior reporting period.
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The story
Giving Ecommerce Its Own Place in the Google Ads Program
Spice Tribe’s Google Ads account was originally set up to generate B2B inquiries for wholesale, custom blending, and private-label work. As the company put more focus on direct online sales, that structure made it hard to see how advertising was contributing to ecommerce.
Sonar’s first step was to separate the two. With B2B Search and product campaigns reported independently, each could be measured against the right goal: inquiries on one side, purchases and conversion value on the other.
Organizing Performance Max campaigns by product group then showed clear differences in efficiency. The 1lb Top Sellers campaign returned 1.47x ROAS, the strongest of the three, pointing to a product group worth continued investment.
Over the same period, sitewide revenue, purchases, and purchasing users all roughly tripled. The testing roadmap gives Spice Tribe a defined set of next steps for refining bidding, campaign formats, and product-size strategy.
Key takeaway
Sonar helped Spice Tribe expand Google Ads into ecommerce while identifying the product groups that acquire customers most efficiently.
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