228 tracked online sales after fixing Google Ads conversion tracking for BM AutoSport
An Eastbourne alloy wheel retailer selling to drivers across the UK that was spending on Google Ads with no reliable way to know which ads produced sales.
- Tracked online sales in six months
- 228Tracked online sales in six months
- Sales a month, every one attributed
- 38Sales a month, every one attributed
- Ad impressions
- 1.12mAd impressions
- Of sales from the core campaigns
- 93%Of sales from the core campaigns
Where they started
BM AutoSport is an online alloy wheel retailer based in Eastbourne, selling to drivers across the UK. When they came to us in April 2026 they were already running Google Ads, but had no reliable way to know which ads produced sales. Purchases weren't being recorded reliably, order values weren't passing through, and budget decisions were guesswork, campaigns couldn't be judged on sales, so weak ones kept running.
Before
- Purchases recorded unreliably
- Order values not passing through
- Weak campaigns kept running
After
- Every sale tracked to a campaign
- Dynamic order values in Google Ads
- Budget judged on tracked sales
What we did
Rebuilt ecommerce conversion tracking tied to completed orders, passing dynamic order values into Google Ads for every sale
Added supporting conversion actions across the buying journey and tested every action end to end before trusting the numbers
Paused two brand-specific Shopping campaigns that were taking around 33% of spend but producing around 7% of tracked sales
Rebuilt the account into three campaigns with clear jobs (Shopping, Brand Search and Performance Max), all judged on tracked sales
Campaigns
1 Apr – 28 Sep 2026
Brand Search
Search · branded queries
2.37%
≈3× account average
Performance Max
Shopping & display inventory
1.83%
>2× account average
Shopping – Catch All
Shopping · product feed
Core campaign
Conversion tracking tied to completed orders, with dynamic order values passed into Google Ads.
The result
Between 1st April and 28th September 2026, Google Ads drove 228 tracked online sales for BM AutoSport, roughly 38 a month, every one attributed to a campaign. The three core campaigns produced 93% of all tracked sales. Brand search converted at 2.37%, close to three times the account average, and Performance Max found new buyers at a 1.83% conversion rate, more than double the account average. For the first time, BM AutoSport can see the full path from ad to order.
Common questions
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Why was the previous agency unable to track conversions?
The purchase event and order values were not reliably passing from the store into Google Ads. Without that link, Google could not see which clicks became sales.
How long did it take to fix the conversion tracking?
The rebuild was the first job after onboarding in April 2026. Campaign changes only started once tracking had been tested end to end.
Why doesn't this case study show revenue?
BM AutoSport asked us to keep revenue and order values private. Sales volumes and percentages are shared with their permission.
Does Performance Max work for ecommerce stores?
It can, provided conversion tracking and order values are accurate. For BM AutoSport it converted at more than double the account average.
Can you audit our Google Ads conversion tracking?
Yes. We check whether your purchases, values and supporting actions are recording correctly and show you what your current data is missing.
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