How to Increase Omnichannel ROI by 60% with Google Ads: 3 Proven Strategies from Top Brands
Global marketing faces unprecedented pressure for transformation in 2025. According to a recent Kantar Group study, 77% of marketers cite "budget justification" as their top challenge. A joint Google Ads-Kantar study revealed a key insight: strong brands can command an average price premium of 23%. In an era where omnichannel shopping has become mainstream (52% of French consumers shop across channels daily), Google Ads has evolved from a simple digital advertising tool to a strategic hub integrating online and offline operations. French retail giant Conforama observed a disruptive phenomenon during the pandemic: the closure of physical stores directly led to a 35% decline in e-commerce sales in the surrounding area, completely shattering the traditional notion that online and offline are mutually exclusive. As Léna Boustany, Industry Manager for France, noted, when brands like Norauto and Jules achieve 20-50% omnichannel growth through geo-targeted advertising and local inventory features, we are witnessing an AI-driven marketing paradigm shift, where is not just a reach tool but a core engine for reshaping business models.
I. Market Trends and Challenges in the Omnichannel Era
1.1 The Rise of Omnichannel Shopping Behavior
Recent data from the French Retail Federation (FEVAD) reveals an irreversible consumer trend: online sales in France grew by 13.8% over the past year, but more importantly, 52% of consumers have developed a daily omnichannel shopping habit across multiple channels. This behavioral pattern is reshaping retail performance measurement systems. The case of Norauto is particularly instructive: the brand discovered that 68% of its online sales ultimately resulted in conversions in physical stores, leading them to abandon isolated e-commerce KPIs and shift towards global sales targets. in-store sales measurement tools play a key role in this process, helping brands establish a true omnichannel ROI model by tracking the entire journey from ad click to store purchase. Notably, this shift in consumer behavior comes with the significant challenge of price sensitivity. Kantar research shows that in a high-inflation environment, only companies that consistently deliver brand value through Google Ads can maintain an average price premium of 17% and avoid losing customers.
1.2 Synergies Between Online and Offline Sales
Conforama's experience in 2020 marked a turning point in its omnichannel strategy. When some stores closed due to the pandemic, e-commerce sales in the surrounding area unexpectedly declined by 35%, fully demonstrating the synergy of "store-to-online." The brand subsequently integrated geo-targeted advertising with Waze, achieving a 34% increase in store traffic and a 36% increase in sales within three months. Norauto demonstrated another successful model, using Google Ads Local Inventory Ads to direct online searches directly to store inventory. Combined with Waze's pin ads to increase visibility in auto centers, the company ultimately achieved a 20% increase in omnichannel revenue. These cases demonstrate that omnichannel capabilities have evolved from a "value-added" to a "must-have," particularly during the retail industry's transformation. According to French team, brands that have successfully transformed share a common trait: tying online ad spending to store performance, rather than evaluating digital channels' ROAS in isolation.
II. The Core Role of Google Ads in Omnichannel Strategies
2.1 Technical Applications of In-Store Sales Measurement and Omnichannel ROI
Google Ads's in-store sales measurement tools are rewriting the rules of performance evaluation in the retail industry. Norauto discovered a key insight through this technology: its e-commerce advertising actually drove 3.2 times more in-store sales than online-only conversions, which directly prompted them to restructure their entire media budget allocation process. The core value of this technology lies in its use of encrypted cross-device recognition and point-of-sale data integration to accurately attribute in-store transactions to previous digital advertising touchpoints. In practice, French electronics retail giant Conforama developed a groundbreaking measurement framework, discovering that geo-targeted advertising not only increased store traffic by 34%, but also boosted online sales in the same region by 19%. This "channel multiplier effect" can only be fully captured through an omnichannel ROI model. It's worth noting that this deep integration requires close collaboration between marketing and IT. As Google Ads Media Lab emphasizes, successful omnichannel measurement must be built on a cloud-based data infrastructure. This is why leading brands like Jules prioritize investing in seamless integration between Analytics 4 and their CRM systems.
2.2 The Practical Effectiveness of Local Inventory Ads and Geo-Targeting Tools
Google Ads's local inventory ads have become a strategic weapon for brick-and-mortar retailers. For example, Norauto's example shows that when consumers search for "car battery replacement," ads that display inventory and prices at stores within 3 kilometers achieve an astonishing 12% click-through rate, three times that of traditional text ads. Even more sophisticated is the geo-targeting integration with Waze—using "pin ads" to deliver promotional messages to drivers as they approach service centers. Norauto successfully increased in-store conversion rates for its ad spend by 166%. Conforama's application of this location-based marketing (LBM) strategy demonstrated a highly differentiated effectiveness: using Google Ads's radius targeting feature, they implemented differentiated messaging within a 1-5 km radius of each store, emphasizing "Today's Pickup" within close proximity and "Exclusive Displays" for longer distances. This ultimately resulted in a 36% increase in sales.
III. Practical Experiences and Results of French Brands
3.1 Norauto's Three-Year Transformation Plan: Global Sales Targets Replace Isolated KPIs
Norauto's omnichannel transformation is a textbook example in the retail industry. When data showed that 68% of online sales were ultimately completed in-store, the automotive service giant resolutely embarked on a three-year organizational transformation. The most critical shift was to abolish the traditional "e-commerce vs. store" KPI dichotomy and instead adopt global sales targets, a concept implemented across all departments, including finance and procurement. On an operational level, Norauto cleverly leveraged two Google Ads tools: local inventory ads embedded "in stock at nearby stores" messages directly into search results, increasing store visits by 12%; and Waze pin ads delivered maintenance reminders as drivers approached service centers, generating a 20% increase in appointments. But the truly valuable lesson lies in their transformation methodology: they first piloted an omnichannel ROI model in three countries, using real-world data to convince skeptical executives, and then gradually expanded globally. Marion Carpentier, Norauto's Director of International E-commerce, noted, "The biggest hurdle in the transformation wasn't the technology, but convincing middle managers that online advertising could truly drive store performance." To this end, they designed an intuitive dashboard that instantly linked clicks to store transactions. When data revealed that certain keywords generated a 55% increase in store ROAS, it naturally resolved interdepartmental budget competition. This "data-driven" approach enabled Norauto to achieve a 35% e-commerce growth and a 20% increase in omnichannel revenue, while maintaining the same marketing budget.
3.2 Conforama's "Store-to-Online" Effect: A Strategic Awakening During the Pandemic
Conforama's experience in 2020 marked a turning point for the French retail industry. When the pandemic forced the closure of some stores, management was shocked to discover that e-commerce sales in these regions had simultaneously declined by 35%, completely overturning the conventional wisdom that online could replace offline. Media Director Romain Muller recalled, "At that moment, we realized that the digital transformation we'd been talking about for 25 years was fundamentally the wrong framework; the real goal was omnichannel integration." With the help of Google Ads and iProspect, Conforama embarked on a profound 18-month transformation. First, they restructured their measurement system, leveraging in-store sales attribution technology to demonstrate the direct correlation between store traffic and online ad spend. They then implemented a "geo-flexible bidding" strategy, increasing ad bids by 50% for users within 5 kilometers of a store and focusing on e-commerce conversions for users outside 10 kilometers. During a test in Southeast Asia, this approach resulted in a 50% revenue increase and a 34% increase in store traffic. Perhaps their most innovative strategy is their "display item synchronization" strategy—incorporating unique serial numbers from store display furniture into local ads. When consumers see the "In-store Experience" tag online, their purchase intent increases by 200%.
3.3 Jules Prioritizes the Human Factor: A Cross-Functional Cultural Restructuring
French menswear brand Jules's omnichannel journey began with a simple yet profound insight: when 80% of online consumers still want to touch fabrics, inventory transparency becomes a key competitive advantage. However, achieving this vision required a radical organizational transformation. Acquisition Marketing Manager Guillaume Berzinski shared, "It took us 18 months to convince our purchasing department that the traditional mindset of 'store-exclusive' was no longer relevant in the omnichannel era." The core of Jules' transformation was "culture first, technology second." First, through workshops, each department experienced customers' cross-channel pain points (such as the confusion surrounding in-store pickup when ordering online), and then implemented Google Ads solutions. When data showed that online advertising for a particular shirt not only generated e-commerce sales but also drove a 166% increase in sales of the same pants in-store, the merchandise team proactively provided a complete gallery of outfits to the digital department. This flywheel effect enabled Jules to achieve the remarkable feat of a 55% simultaneous increase in both online and offline ROAS within three years. Notably, Jules prioritized empowering store staff, tying local promotional messages from to employee bonuses and developing a dedicated app that allowed staff to instantly view the interests of nearby potential customers. This philosophy of "technology empowering humanity" was the key to Jules's success in the omnichannel competition.
IV. Topkee's Google Ads Solution
Topkee provides one-stop online advertising services based on Google Ads, designed to help businesses effectively increase lead generation and sales. Regardless of client size, Topkee offers customized solutions tailored to meet diverse needs. Its services encompass the entire advertising lifecycle, from pre-assessment to post-optimization, ensuring optimal campaign performance through integrated professional tools and strategies.
Initially, Topkee lays the foundation through a comprehensive website assessment and analysis. Using the latest scoring tools, we diagnose the website's SEO structure, generate detailed problem reports and optimization recommendations, and verify that page content complies with search engine specifications. This phase not only improves the website's search rankings but also ensures that the content is of real value to the target audience, thereby increasing exposure and conversion rates.
Technically, Topkee's TTO tool automates advertising management. This system supports multi-account management, including account opening, budget allocation, and permission settings, and can link multiple tracking tag IDs for precise data monitoring. A key feature is the ability to set tracking events based on conversion goals with one click, which are automatically synchronized to the advertising backend, significantly reducing manual errors. Compared to traditional UTM tracking, advanced TM tracking tools offer greater flexibility, allowing for customized tracking rules based on multiple parameters such as ad source and media type. Using TM IDs, you can monitor ad performance in real time, enabling marketing campaigns to more precisely target audiences.
Conclusion:
The cases of Norauto, Conforama, and Jules demonstrate that Google Ads's value in the omnichannel era transcends mere advertising tools; it becomes the central nervous system that integrates online and offline operations. When Norauto seamlessly integrates Waze's real-time location data with its store reservation system, when Conforama uses in-store sales attribution to track the entire journey from ad click to purchase, and when Jules synchronizes inventory status with ad bids in milliseconds, we are witnessing a technology-driven revolution in business models. These success stories are built on a solid data infrastructure: a cloud computing platform integrating CRM and POS data, cross-device tracking with Analytics 4, and an API-driven, real-time decision-making system. Brands that have deeply integrated into their operational systems will see a 60% higher ROI from automated rules compared to manual management. But technology is only the foundation. The real competitive advantage comes from translating these tools into business insights, just as Claro discovered the hidden value of the gaming community through its "Hero Factory" methodology. This requires marketing teams to transform from "advertising operators" to "data interpreters."
