How Qualiferm generated €176K in revenue with Google Ads

Qualiferm, which sells building closure solutions to trade professionals and private customers, has generated €176,000 in revenue since January, with a ROAS above 5, after doubling its ROAS within a few months. These results come from a Google Ads setup deployed by Growth Room since April 2025, covering both the purchase campaigns and the optimisation of the website.

About Qualiferm

Qualiferm sells closure solutions for the building sector. Its market combines two types of buyer: trade professionals on one side, private customers on the other. Some order in a professional context, others for their own needs. Order values, timelines and the level of detail expected differ from one case to the next.

In a market like this, demand largely goes through online search. Buyers look for a specific product with specific characteristics, and they compare before ordering. The point is therefore not to be visible on everything, but to be present on the queries that lead to an order, and not to spend on the ones that do not. That distinction is what separates a paid channel that pays for itself from one that simply absorbs budget.

The starting point

Qualiferm wanted to rebuild its digital acquisition as a whole. The stated objective was not more traffic, but more profitability: every euro invested in acquisition should produce more revenue. The question was not how to bring in more people, but how to bring in visitors who buy.

The scope of the engagement therefore covered two connected projects. On one side, setting up the campaigns. On the other, optimising the website those campaigns send traffic to. Handling the first without the second would have capped the results: a better targeted click does not make up for a page that does not convert.

Google Ads: steering acquisition on revenue

Rebuilding digital acquisition from the ground up

We rebuilt digital acquisition as a whole rather than optimising what was already there at the margins. The Google Ads setup was built around a single objective: revenue generated, not click or visit volume. That choice drives everything else, from the structure of the account to the way budget is allocated.

Purchase campaigns measured on ROAS

The campaigns are purchase-oriented. Their steering metric is ROAS, the ratio between the revenue produced and the advertising budget spent. A ROAS of 5 means five euros of revenue are generated for every euro invested. It is a metric the business can read directly, without translating it into anything else first.

This way of steering changes the day-to-day trade-offs. It leads to cutting whatever consumes budget without producing orders, and concentrating investment on whatever does. Applied over time, it doubled the ROAS within a few months, and then held it above 5.

Website optimisation supporting the campaigns

Alongside the campaigns, we supported Qualiferm on optimising its website. The logic is straightforward: campaigns bring visitors, and it is the site that turns them into orders, or does not. Part of the profitability is therefore decided after the click, on the pages that receive paid traffic.

Both projects were run together and against the same decision criterion. Every improvement to the site benefits all campaigns, and every lesson from the campaigns points to where the site should be worked on first.

Results

• €176,000 in revenue generated by the campaigns since January.
• A ROAS above 5 over that same period, meaning more than €5 of revenue for every €1 invested.
• A ROAS doubled within a few months of the engagement.

The engagement has been running since April 2025, with the same method: campaigns judged on the revenue they return, and a website worked on in parallel so that revenue does not depend on advertising budget alone.

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