Google Ads return up 2.1× for a New Zealand sewing machine specialist
How numero® more than doubled the return on Google Ads for Sewingtime, after taking the account over from another agency.
The client
Sewing equipment for home sewers and industry
Sewingtime is New Zealand owned and operated, with showrooms and workshops in Auckland and Christchurch. It sells home and industrial sewing machines from brands like Juki and Tajima, plus parts, needles and thread, and services the machines it sells.
The challenge
Take over an account and make every dollar pay back
Sewingtime came to numero® from another agency. The Google Ads account was spending steadily but returning less than $2 in tracked sales for every $1, across a range that runs from thread to embroidery machines.
Half the spend in one campaign
In Jul – Sep 2024, 51% of spend went to one campaign that returned about 50 cents for every $1.
Home sewers and businesses
A home sewer buying thread and a factory buying an industrial machine search very differently.
Online and in store
Ads had to sell online and also bring people to the Auckland showroom.
What we did
Take over, focus, then widen reach
Three stages since November 2024, each judged on the purchases it brings back.
Take over
Keep what works, switch off what doesn’t.
- Live 21 November 2024, keeping the top Performance Max campaign and brand search
- Search campaigns for commercial, home and accessories
- Display remarketing and call tracking
Test and focus
Try each part of the range, keep what sells.
- Commercial and industrial Performance Max, January 2025
- Juki Performance Max and search, February 2025
- Hire, lease and repairs search, May 2025
Widen reach
More shoppers online and in store.
- A NZ-wide Performance Max campaign to reach more shoppers, August 2025
- A store visits campaign for the Auckland showroom, August 2025
- Six campaigns today, down from ten in early 2025
Google Ads return: 1.81 in Jul – Sep 2024 → 3.85 in Jul – Sep 2026.
The results
More sales from Google Ads, for less
Comparing July–September 2026 with the same months in 2024, before numero® took over: Google Ads return up from 1.81 to 3.85, purchase value up 43% on 33% less spend, and each purchase cost 45% less. Against the same months in 2025, return rose from 2.66 to 3.85 and purchase value grew 58% on 9% more spend.
Google Ads return on ad spend per month
Return is tracked purchase value (the “GA4 - Purchase” action, the same action in every month) divided by spend. numero® went live 21 November 2024. November 2025 data looks partial.
Google-tracked purchase value, Jul – Sep 2026 vs Jul – Sep 2025, on 9% more spend
Google Ads spend vs Jul – Sep 2024, while purchase value rose 43%
in Google-tracked sales for every $1 spent on Google Ads, Jul – Sep 2026, up from $1.81 before numero®.
Google Ads purchases, Jul – Sep 2026 vs Jul – Sep 2024 (206 → 253).
online revenue across all channels (GA4), same periods.
Why it worked
What made the difference
Cut what wasn’t paying
Spend moved out of campaigns that returned less than they cost and into the ones that sell.
Built around how they sell
Separate campaigns for the core range, new shoppers, store visits and brand searches.
One purchase measure
The same purchase action counted before and after, so the return is like for like.
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