Wellness Shop · Google Ads · Search · PMax · Local
Wellness Shop sells hot tubs, all-season pools and saunas across eight Ontario showrooms — premium, high-consideration purchases with weeks-long buying cycles. As Performance Marketing Consultant I rebuilt the Google Ads system to drive qualified leads and real showroom visits, scaling conversions roughly 16× while cutting cost per conversion 23%.
The brand
Wellness Shop is Ontario's largest retailer of hot tubs, all-season pools, infrared saunas and cold plunges — 25 years in business, with eight showrooms across Barrie, Burlington, Hamilton, Kitchener, London, Niagara, Vaughan and Whitby.
These are premium, high-ticket purchases — models start around CA$10,995 and buyers research for weeks, comparing brands and almost always wanting to see and feel a unit in a showroom before they commit. The challenge: the account was under-scaled and under-measured. Spend was small, tracking was thin, and the campaigns weren't capturing the full local journey — from first search to booked showroom visit. The goal was to scale qualified demand across all eight locations without letting cost per lead drift, and to prove impact all the way to the store, not just the click.
The approach
Rather than chase cheap clicks, I built a complete path from high-intent search to booked showroom visit, then let automated bidding scale what proved profitable across all eight locations.
High-intent Search for hot tub, sauna and pool buyer queries, Performance Max for omnichannel demand across Search, Display, YouTube and Maps, and Dynamic Remarketing to stay present through a weeks-long buying cycle — all segmented by location.
Rebuilt conversion tracking via GA4 and Google Tag Manager to capture the full funnel — lead form, contact, qualified lead, get-directions and store visits — so bidding optimised toward revenue-driving actions, not vanity clicks.
The proof
Every figure below is pulled directly from the account — Feb 1 to Jun 30, 2026, compared against the prior period (Sep 4, 2025 – Jan 31, 2026).
Google Ads — all campaigns · CA$ · Feb 1 – Jun 30, 2026
The results
| Metric | This period | Prior period | Change |
|---|---|---|---|
| Impressions | 876,861 | 61,749 | +1,320% |
| Clicks | 28,482 | 2,720 | +947% |
| Click-through rate | 3.25% | 4.41% | −1.16 pts |
| Avg. cost per click | CA$3.80 | CA$3.26 | +16.6% |
| Conversions | 1,781.96 | 111.67 | +1,496% (≈16×) |
| Cost per conversion | CA$60.77 | CA$79.38 | −23.4% |
| Conversion rate | 6.26% | 4.11% | +2.15 pts |
| Total ad spend | CA$108,289.28 | CA$8,864.16 | +1,122% |
| Conversion value | CA$231,190.39 | CA$3,746.68 | +6,071% |
| Return on ad spend | 213.5% | 42.3% | ≈5× |
The headline isn't just scale — it's scale and efficiency. Conversions grew roughly 16× while cost per conversion fell 23%, and as reach expanded 14× the conversion rate still climbed from 4.11% to 6.26% — higher-intent traffic, not just more of it.
From counting clicks to counting showroom visits — every bid held accountable to real business impact.
Mahdi Hasan · Performance Marketing Consultant
The funnel
Because this is a local, high-consideration business, success is measured across the whole journey — from online enquiry to feet on the showroom floor. Here's what the account drove in the reporting window.
| Conversion action | Count | Change vs. prior |
|---|---|---|
| Page views | 1,927.79 | +1,799.45 |
| Get directions | 1,552.00 | +1,466.00 |
| Contacts | 1,056.00 | +972.00 |
| Submit lead form | 958.19 | +929.19 |
| Store visits | 935.87 | +888.43 |
| Converted leads | 85.73 | +79.69 |
| Qualified leads | 37.27 | +29.77 |
Over 1,500 direction requests and ~936 store visits show the campaign didn't just generate online leads — it put real buyers in front of the eight showrooms where these high-ticket decisions actually get made.
Execution snapshot
| Focus | Implementation |
|---|---|
| Campaign types | Search, Performance Max, Dynamic Remarketing — segmented by location |
| Tracking | GA4 + GTM + Enhanced Conversions + local actions (directions, store visits) |
| Optimisation goals | Cost per lead, ROAS, store visits |
| Ad assets | Responsive Search Ads, sitelinks, promotion & location extensions |
| Bid strategy | Value-based (Target ROAS / tCPA) |
| Reporting cadence | Daily performance checks + weekly optimisation |
My role
What I took from it
With clean measurement and value-based bidding, volume grew 16× while cost per conversion still fell 23%.
For local high-ticket sales, tracking directions and store visits — not just form fills — changed which campaigns earned budget.
As reach expanded, conversion rate rose from 4.11% to 6.26% — proof the added traffic was better-qualified, not just bigger.
Letting machine learning optimise inside clear strategic limits protected profitability across all eight locations.
Why this case matters
The Wellness Shop campaign is proof that a disciplined, full-funnel Google Ads system can scale a high-ticket, multi-location retailer profitably — turning a small, thinly-measured account into an accountable growth engine where every click, every bid and every dollar traces back to a qualified lead or a real showroom visit.
Brand website
www.wellnessshop.ca ↗