Repairing the Foundation to Scale with Intention
A PPC Case Study with ClearTub
Project Overview
152.3%
Increase in ROAS
22.2%
Increase in Revenue Driven by a Full-Funnel Approach
3.33
Peak ROAS
| Website | https://cleartub.com/ |
| Industry | eCommerce (Hot tub supplies, chemicals, and filters) |
| Value Provided | Increase in ROAS and revenue |
Project Overview
There’s nothing quite like the anticlimactic (and frustrating) impact of investing in campaign dollars only to capture growth…that’s fleeting.
ClearTub came to Big Leap during a pivotal transition. The eCommerce business struggled to generate meaningful returns from paid media. Despite active campaigns, ROAS barely broke even, and the team experienced a very slow sales volume.
Results felt inconsistent, hard to explain, and even harder to optimize. The issue wasn’t just about performance; it was also about confidence in the data guiding it.
In December 2024, ClearTub partnered with Big Leap to restore data integrity and performance clarity, driving a 152.3% ROAS increase in just eight months.
Our Strategy
The Approach to Restoring Performance
Our PPC strategy unfolded in three deliberate phases, each designed to reduce noise, restore trust in the data, and pave the way for scalable growth.
Phase 1: Data Integrity
Before optimizing a single campaign, we focused on answering a critical question: Can this data be trusted?
A comprehensive audit of ClearTub’s Google Ads and analytics setup revealed several issues that were inflating conversions, duplicating revenue, and misleading automated bidding.
Key actions taken included:
- Verified accurate tracking across the site.
- Aligned Google Analytics and Google Ads conversion data.
- Removed low-value events that inflated performance and duplicate revenue signals.
- Standardized on a single, reliable purchase conversion.
From that point forward, ClearTub’s performance metrics became actionable, not just visible. Campaign decisions could finally be made based on reality—not distorted signals.
Phase 2: Smarter Campaign Architecture
With clean data grounded in place, we shifted focus to campaign architecture.
We transitioned from a traditional Performance Max setup to a PMax Shopping-only strategy, reducing wasted spend and improving visibility into what was actually driving revenue.
At the same time, we implemented a full-funnel framework:
- Upper funnel: Demand Gen to build awareness, isolated from conversion budgets
- Mid & lower funnel: PMax Shopping and Search focused on high-intent traffic
- Product optimization: Keyword-rich titles and improved imagery to boost CTR
The result was a cleaner, more intentional ecosystem—where every campaign had a clear role and success metric.
Phase 3: Optimizing with Confidence (and Momentum)
Once tracking was fixed and the structure restored, optimization became straightforward and effective.
With reliable conversion data feeding the system, Google’s automation could finally do its job. Budget decisions were informed. Bidding strategies stabilized. Performance trends made sense.
This is where momentum returned.
What excited us most about Cleartub wasn’t just the upside in performance; it was the opportunity to rebuild the foundation the right way. This account was a textbook example of how broken attribution can cap growth. By restructuring the account around a full-funnel strategy and shifting to a Shopping-only PMax approach, we gained tighter control over spend and intent. The real win was watching ROAS climb from barely break-even in late 2024 to consistently above 2.5, peaking at 3.33.
Arnelle Mitchell
PPC Manager, Big Leap
Results
The Results: Performance You Can Trust & Scale
Once clean data and a full-funnel structure were in place, ClearTub’s performance stabilized and then scaled.
Revenue:
- 152.3% increase in ROAS from December 2024 to August 2025
- 22.2% increase in revenue driven by a full-funnel approach
Conversion efficiency:
The following results reflect initial performance gains after transitioning to a PMax Shopping-only structure.
- 24.1% increase in conversions
- 12.5% decrease in cost per conversion, improving overall efficiency
Sustainable performance gains:
- Clear separation between awareness and conversion campaigns
- Reliable conversion data enabling consistent optimization
- Improved visibility into what was actually driving revenue
Together, these results validated a simple truth: When performance is built on accurate data and intentional structure, growth becomes predictable—not fleeting.
Lasting Growth Starts with Truth
ClearTub’s story is a reminder that performance doesn’t start with bigger budgets—it starts with accurate data. When the foundation is sound, strategy sharpens, optimization accelerates, and growth becomes scalable.
For guidance on building your online strategy with more clarity, connect with one of our strategists.
Here’s the thing about our PPC agency: We prefer long-term partnerships that are deeply rooted in trust. Before we dive right into this, we’d like to get to know you better, get a feel for your current situation, and talk about your marketing goals and expectations.
You can call us now, or we can meet over lunch. Either way, we’re excited to meet you.
