IKEA UAE banked 34.9M AED in real purchase revenue, not vanity installs
Resourcifi restructured the entire Google Ads account, swapped app-open conversions for real purchase events, and rebuilt PMax plus Search into one revenue-focused portfolio.
What IKEA needed to solve.
IKEA UAE inherited a 2024 Performance Max programme optimized for app installs, producing 475K plus low-value app-open conversions at AED 0.04 each and an inflated 28.1x ROAS that did not represent real purchase revenue. The 2024 setup made the account look strong on dashboards but could not prove incremental sales. The brief was to restructure for real revenue, then prove paid Search and PMax could drive actual transactions.
- Replace app-install vanity metrics with verified purchase revenue
- Rebuild bidding so the algorithm optimized for revenue, not volume
- Scale monthly impressions while holding a profitable ROAS
- Prove paid Search and PMax drive actual transactions
Resourcifi reset the conversion definition to real purchases, switched to Maximize Conversion Value bidding, and rebuilt PMax plus Search as a blended portfolio that scaled to AED 34.9M in revenue at 6.12x ROAS.
How we ran the paid program.
Conversion definition reset
Stopped counting AED 0.04 app opens as conversions and tracked actual purchases averaging AED 776 each.
Bidding strategy rebuild
Maximize Conversion Value replaced Target CPA plus Target Impression Share, so the algorithm optimized for revenue, not volume.
Steady scale-up
Grew from 9M to 21M monthly impressions over 11 months while holding 6.12x ROAS through each scale step.
Real revenue, not vanity installs
The numbers the work moved.
Real purchases from Jan to Nov, averaging AED 776 per transaction, at AED 6.12 of real revenue per AED spent. Monthly revenue scaled from AED 2.0M to AED 6.1M.
The tools behind the work.
Performance Max
Blended with Search to drive real purchase revenue at scale
Google Search
Paired with PMax in one revenue-focused portfolio to prove incremental sales
Maximize Conversion Value
Replaced Target CPA plus Target Impression Share so the algorithm optimized for revenue
Purchase conversion events
Replaced AED 0.04 app opens with real purchases averaging AED 776 each
