Figures are as reported in the Google Ads account for the comparison windows named in this study. Conversion attribution follows the settings configured on that account; we do not apply a separate model here.

SEO title: Harmony lab safety Target ROAS — WeAdU

Client

Harmony Lab & Safety Supplies (harmonycr.com) is a US supplier of cleanroom equipment, lab materials and safety consumables (PPE).

Challenge

Ahead of optimization, two issues limited the account's efficiency:

Consumer search diluting budget — general-public searches were competing with professional buyers for the same budget.
Margin not driving bid strategy — spend wasn't concentrated on the highest-margin professional SKUs.

Approach

We systematically excluded general-public search terms, concentrated budget on high-margin professional SKUs via Target ROAS, and built exact-match B2B keyword targeting ("cleanroom wipes bulk", "nitrile lab gloves case").

Results

Comparing H1 2021 (Jan 1–Jun 30) to H1 2024 (Jan 1–Jun 30), WeAdU delivered an 82.10% increase in conversions — 780.00 → 1,420.00 orders — for Harmony Lab & Safety Supplies. Against the previous period, the account also delivered:

+82.10% conversions — 780.00 → 1,420.00 orders vs. the previous period.
+15.90% ROAS — 4.40× → 5.10×.
−6.60% CPA.
+8.20% AOV.

By excluding consumer search and concentrating budget on high-margin professional SKUs, Harmony Lab & Safety Supplies grew B2B orders while lowering acquisition costs — even as ad spend grew 70.00% to capture the opportunity.