How we rebuilt tracking across 7 markets, eliminated wasted spend, and nearly doubled return on ad spend in 90 days.
Omnitrack is a UK-based industrial e-commerce company selling tracking and monitoring equipment across 7 European markets. When they came to us, their Google Ads account was a mess: a previous agency had left tracking broken across multiple markets, campaigns were spending with no clear signal of what was working, and ROAS had collapsed.
The situation in Germany was the most extreme: £785 spent for every £4 of measured return. The problem wasn't the market — it was that nobody could see what was actually happening. Without clean data, every optimisation decision was guesswork.
The previous agency had left a tangle of duplicate tags, missing conversion actions, and misattributed data. Smart Bidding strategies were learning from corrupted signals — optimising toward ghost conversions that didn't represent real revenue.
The result: in Germany, the most competitive market, the account was spending £785 to return £4. Budget was flooding into keywords and geographies with no real return, while high-performing segments were starved of investment. The entire account needed to be rebuilt from the ground up, starting with the data layer.
We audited every conversion action across all 7 markets, removed duplicates and ghost conversions, and rebuilt the tracking layer via GTM with server-side verification. Smart Bidding finally had clean signals to learn from.
With accurate tracking in place, we ran a 30-day data collection period before touching bids. This revealed which markets, keywords and product categories were genuinely profitable, and which were burning budget invisibly.
We cut spend in underperforming markets and product lines by 40%, and redirected budget to the segments with proven ROAS. Bids were rebuilt around actual revenue data, not the corrupted signals the previous setup had created.
A free 30-minute call to audit your current setup and find out what's actually driving revenue — and what isn't.