Performance Marketing Merchant
ROAS improved from 2.1× to 4.8× by pausing 23 underperforming keywords
ExecCortex cross-referenced Google Ads spend with actual Shopify revenue at the keyword level.
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2.1× → 4.8×
ROAS improvement
$12K
Monthly wasted ad spend eliminated
23
Keywords paused
The story
A kitchenware merchant was spending $40K/month on Google Ads with a reported 3.8× ROAS — but only 2.1× when measured against actual Shopify revenue (excluding promo discounts). ExecCortex's cross-channel attribution mapped every keyword to real order revenue. The analysis surfaced 23 keywords spending $12K/month with zero attributed purchases. Pausing them alone moved blended ROAS to 4.8×.
"ExecCortex paid for itself in the first week. The team finally stopped chasing dashboards and started chasing growth."
Operations Lead · Performance Marketing Merchant