Rebuilding a super-app’s Google Ads around purchases, not clicks
Bangladesh’s leading bus, air and launch ticketing platform, scaling bookings in a price-sensitive, heavily seasonal market.
The brief
Scale ticket bookings efficiently in a highly price-sensitive market with sharp seasonal peaks, while holding return on ad spend. The account was optimising toward clicks; the business needed purchases.
What we did
Rebuild the Google Ads architecture as a full funnel — Search, Performance Max and Dynamic Remarketing — and move the whole account onto value-based bidding, with enhanced conversion tracking feeding it real purchase data rather than proxy events.
- Campaign types: Search, Performance Max, Dynamic Remarketing
- Tracking rebuilt on GA4 + Google Tag Manager with Enhanced Conversions
- Bid strategy moved to automated Target ROAS
- Responsive Search Ads with continuous A/B testing
- Daily performance checks, weekly optimisation cycles
The results
- 6,521% — return on ad spend
- 36,500 — purchases driven
- $0.08 — cost per conversion
- $596,000 — revenue on $9,140 spend
What we took from it
A bidding strategy is only as good as the conversion it is fed. Most of the gain here came before a single bid changed — it came from tracking the right event.
Delivered by Northlane’s founding team.
Next case
Launching a national DTH service from zero
Bangladesh’s first direct-to-home satellite TV service, launching into rural and semi-urban markets that had never paid for television.