From break-even to 3.6× — then rebuilt for a new business model

Innovative Dehumidifier Systems makes in-wall dehumidifiers for coastal homes. It’s a four-figure purchase that people research for a while before they buy. When we took over the Google Ads account in March 2024, it was running at the client’s break-even line: measured against their real margins, the return on ad spend left essentially nothing.

Sixty days later the account was reporting 3.0–3.67× returns month to date, more than 60% better than the baseline we inherited. Tracking was rebuilt end to end: purchase tracking reconnected through the product feed, and revenue finally matching between the store, GA4 and Google Ads.

Then the client changed the business. In mid-2024 they moved from selling direct to a distributor-only model. No cart, no checkout, nothing for a shopping campaign to aim at. Most paid programs die at that moment. We rebuilt ours inside a month: shopping ads wound down on launch night, conversion goals rebuilt around distributor referrals, and the campaigns pointed at the channel the client sells through.

Two years on, the program runs always-on with a weekly report every week since April 2024, plus monthly Google Ads and SEO deliverable reports. That habit, more than any single number, is why the account survived a business-model change that usually ends an agency relationship.