Volcora: over 4x revenue in 5 months

Overview

Volcora is a trusted provider of cash management and point-of-sale (POS) solutions, offering a wide range of products including electronic and manual cash drawers, barcode scanners, receipt printers, and POS terminals. These tools are designed to help businesses of all sizes streamline operations and improve efficiency.

At the start of 2025, our goal was clear: to grow Volcora’s online revenue through Google Ads while improving return on ad spend (ROAS). At the same time, we wanted to reduce dependency on Windows-based POS products, instead broadening the focus across a more diverse product mix to create a scalable, long-term strategy.

Performance Snapshot – 2025

Between January and February 2025, Volcora achieved a 195% increase in revenue compared to the same period in 2024. Total sales rose from $33,224 to $97,917, while conversions increased by 36%, and ROAS climbed from 5.69 to 7.57. These results were supported by a 45% rise in clicks and a 47% boost in ad impressions, reflecting stronger reach and engagement. While the average cost per click went up by 53%, from $1.42 to $2.17, the higher returns more than justified the investment.

Performance Snapshot – 2024

When we took over the account in August, 2024, these were the results we generated until year end for the client by using a targeted approach and refining the campaigns to maximise the exposure of their top performers. By the end of the year, our team increased revenue by 432% and improved ROAS by 160% year-over-year, helping the client drive extreme growth by focusing on Google’s Shopping ads and building on best practice.

Challenges We Faced

When we first audited the account, we found several inefficiencies that were limiting performance. The majority of the budget was being spent on Windows POS systems, leaving other promising product lines underfunded. At the same time, Display and Demand Gen campaigns were running but failed to generate consistent conversions or deliver a sustainable ROAS.

Branding was another missed opportunity. Despite Volcora’s strong presence in the market, their campaigns didn’t consistently reinforce the brand. Campaigns were also running at all hours, including times when conversions were low—particularly on weekends—resulting in unnecessary ad spend. Additionally, many of the ad extensions, such as sitelinks and location details, were outdated or poorly structured, which reduced their effectiveness.

Strategic Approach

To address these issues, we focused on three core areas: product diversification, better use of budget, and improved visibility.

We launched new Performance Max campaigns centered around Android POS systems and receipt printers—two categories that showed strong potential but had previously been overlooked. This helped reduce the account’s reliance on a single product line and allowed us to reach a wider audience. Budgets were adjusted accordingly, ensuring that the most promising categories received the investment they deserved.

We also overhauled the way campaigns were scheduled. Ads were paused during low-performing hours and weekend budgets were trimmed, with spend redirected to weekdays where conversion rates were notably higher. This made the account more efficient and helped stretch the budget further.

Ad extensions were updated across the board. We refreshed sitelinks, callouts, and location information, making them clearer and more relevant. These small but important changes improved click-through rates and helped users engage more easily with the ads.

Ongoing Optimisation

Performance was monitored daily, with ongoing adjustments made to campaign budgets and ROAS targets based on real-time data. Seasonal trends were taken into account too, allowing us to ramp up spend when buying intent was highest.

We carried out regular A/B tests on both ad creatives and campaign structures, enabling us to fine-tune messaging and discover which formats resonated most with different audiences. Within our Performance Max campaigns, audience targeting was refined continuously to ensure ads were reaching the right people at the right time.

Results and Impact

The results spoke for themselves. Revenue almost tripled, while ROAS improved significantly despite a larger investment. We saw a strong lift in impressions and clicks, and conversion volume rose by over a third—all without sacrificing profitability.

Higher CPCs reflected the more competitive landscape we were targeting, but they also brought in higher-quality traffic. This shift towards high-intent users ultimately drove better results across the board.

Our optimisations also had a positive impact on brand visibility. The refreshed ad extensions and improved targeting helped create a more engaging ad experience, leading to stronger performance at every stage of the funnel.