Ads that could not see the sale
When the sale happens at a counter, Google and Meta only see the enquiry. They learn to produce more enquiries, and cannot tell a cheap lead from one that ends in a fitted bull bar worth thousands.
Case study · 4x4 accessories retail
Sports Range 4x4 and Trailfox sell bull bars, canopies and touring fit-outs to drivers in Western Australia. Nearly every sale happens in store, by phone or against a quote, so the ad platforms never saw it.
When the sale happens at a counter, Google and Meta only see the enquiry. They learn to produce more enquiries, and cannot tell a cheap lead from one that ends in a fitted bull bar worth thousands.
We run Google Ads and Meta Ads for the business. On Google, campaigns are split by vehicle and product type, and brand searches are kept separate from the rest. Meta handles the research stage and retargeting for what is a considered purchase.
The real work was measurement. We piped invoices from the store's Lightspeed till into the 121 Insights dashboard, next to the enquiries we track. Where a sale shares an email or phone number with a lead, the two are linked, and that sale is uploaded to both ad platforms as an offline conversion. Bidding now chases revenue, not form fills.
Between January 2025 and August 2026 the store recorded $6,019,097 in sales. Of that, $2,299,478 linked to a lead we tracked. Ad spend over those months was $95,921. That is 38% of counter revenue, and roughly 350 leads a month now pass through the loop.
We count cautiously. Unless a sale links to a known lead, it is left out, so walk-ins without contact details never count, and the figure is a floor. It does not claim advertising caused every dollar. This is a paid media and measurement engagement, not SEO. A move to Shopify is under way to add online sales; see our migrations page for how we protect search during a move.
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