95% impression share. 95% top of page. 95% absolute top. CTR between 10% and 30%. Landing page conversion between 30% and 45%.
And management wants ROAS 8 through "technical adjustments, without changing anything in the business."
A medical business in Riyadh, Google Ads only. ROAS 6. The service is more expensive than competitors: well over double what a competitor charges. And no report of any kind comes from the sales team.
The media buyer works a single district in Riyadh plus 20km around it, after testing district by district and settling on the strongest.
Read those numbers in the right order.
A 95% impression share means the account is capturing nearly all the demand that exists in that area. There are no "more people" to be found on Google using the same terms in the same district. The vault is empty.
And CTR at 30% with landing conversion at 45% are figures above any benchmark in the medical sector.
So from the moment someone searches to the moment they leave their number, the machine is running at 95%.
And after that?
A hundred leads. Eight of them close. That's ROAS 2.4 on new leads. The 6 being reported probably includes returning patients who didn't come from this campaign.
The auditor said it plainly: the media buyer has done everything that can be done, and the problem is in sales. The CEO didn't believe it and brought in someone else for a deep analysis.
Try following the request itself. If closing improved from 8% to just 11%, that exact same spend produces a higher ROAS than any technical adjustment available anywhere in the account. And if management insists on getting 8 from Google alone, the only route is reducing spend on weaker leads, which means fewer leads, which means fewer sales. The number improves on paper while the business shrinks.
And the real problem holding all of it up: there's no report from sales. Nobody knows why the 92% didn't close. Price? Appointment timing? No answer? An unclear service? Without that number, any account optimisation is completely blind.
If closing improved from 8% to just 11%, the same spend would produce higher ROAS than any change possible inside the account.
The lesson
When every metric beats benchmark, the leak is after the ad
