Google Ads Case Study
LazyWaist: 3× the Conversions on the Same Budget
Google Ads growth for a Singapore direct-to-consumer shapewear and body-contouring brand on Shopify.
+224%
Conversions
456 → 1,479 per month
−69%
Cost per conversion
S$3.33 → S$1.02
+360%
Clicks
On a flat budget
−79%
Average cost per click
S$0.94 → S$0.20
The challenge
LazyWaist runs its Google Ads on a steady budget of roughly S$1,500 a month, but early in 2026 the account had plateaued. Through January–March it averaged around 350 conversions a month at a cost per conversion of about S$3.30–S$3.50, and paid reach had stalled. The goal was to unlock more sales from the same spend.
Our strategy
We rebuilt the account for efficiency and scale with a tighter campaign structure, sharper audience and keyword targeting, refreshed ad creative and offers aligned to LazyWaist's best-selling shapewear, and conversion-focused bidding. The Shopify store's clean product pages and streamlined checkout supported strong landing-page conversion. Crucially, the budget was held steady, so every gain came from efficiency rather than extra spend.
Measurable impact
The results
From January to June 2026, monthly conversions climbed from 456 to 1,479 — a 224% increase — while cost per conversion fell 69% to just S$1.02. On the same budget, clicks grew 4.6× and impressions 5×, and average CPC dropped from S$0.94 to S$0.20. Google Ads became a highly efficient, scalable acquisition channel for the brand.
Performance evidence
Results in detail
Performance growth on a flat budget
January to June 2026
| Period | Conversions | Cost / conversion (SGD) |
|---|---|---|
| Jan '26 | 456 | S$3.33 |
| Feb '26 | 338 | S$3.38 |
| Mar '26 | 260 | S$3.47 |
| Apr '26 | 712 | S$1.88 |
| May '26 | 843 | S$1.79 |
| Jun '26 | 1,479 | S$1.02 |
| Period | Clicks | Ad spend (SGD) |
|---|---|---|
| Jan '26 | 1,612 | S$1,500 |
| Feb '26 | 1,353 | S$1,200 |
| Mar '26 | 1,062 | S$950 |
| Apr '26 | 3,382 | S$1,350 |
| May '26 | 4,731 | S$1,500 |
| Jun '26 | 7,422 | S$1,500 |
| Period | Impressions (000s) |
|---|---|
| Jan '26 | 57k |
| Feb '26 | 108k |
| Mar '26 | 112k |
| Apr '26 | 187k |
| May '26 | 267k |
| Jun '26 | 298k |
Metric summary
January 2026 vs June 2026, Google Ads
| Metric | Jan 2026 | Jun 2026 | Change |
|---|---|---|---|
| Conversions | 456 | 1,479 | +224% |
| Cost per conversion | S$3.33 | S$1.02 | −69% |
| Clicks | 1,612 | 7,422 | +360% |
| Impressions | 56,629 | 297,599 | +426% |
| Avg. cost per click | S$0.94 | S$0.20 | −79% |
| Monthly ad spend | S$1,519 | S$1,507 | Flat |
Source: Google Ads account data (LazyWaist), January–June 2026. All figures in SGD.
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