Bayfield’s: An Ecommerce Rebuild and 14.8× Google Ads ROAS
Bayfield’s has served Sydney’s Northern Beaches for more than 40 years, with stores in Dee Why and Belrose and an online membership offering exclusive pricing.
Since March 2023, TMR has rebuilt its WordPress store, addressed technical SEO issues and managed Google Ads. The work supports a catalogue of more than 2,500 products and a membership base of over 33,000 shoppers, with clearer reporting on how advertising contributes to purchases.
The Client
Engineers Australia (EA) is the leading Australian professional body and not-for-profit organisation dedicated to advancing the practice of the engineering community. With 115,000 members, including 31,000 students, EA plays a crucial role in accrediting professional engineering qualifications across the country.
The Challenge
Bayfield’s needed an online store that could support a large product catalogue, member pricing and regular specials. Its ageing website also had performance and usability issues: the pre-rebuild audit recorded a mobile PageSpeed score of 51/100 and a mobile Largest Contentful Paint of 9.4 seconds.
Search visibility was concentrated around the Bayfield’s name. All 11 tracked keywords ranking first were branded terms, while 65 tracked keywords sat in positions 31–100. Technical SEO work was needed to support visibility beyond existing customers searching for the business.
Advertising reports presented another challenge. Google Ads and GA4 reported different purchase and revenue totals. Bayfield’s needed those differences explained so the team could interpret performance and make informed budget decisions.
A website built for the business
TMR redesigned and built 121 pages, with product catalogue layouts, member pricing and reusable templates for recipes, articles and promotions. The rebuild included Apple Pay and Google Pay at checkout and tools for the team to manage regular specials.
We mapped redirects from the existing site, tested layouts across devices and configured image optimisation and caching. Technical SEO work addressed heading structure, missing image descriptions, page titles, meta descriptions and local business structured data.
Google Ads built around the catalogue
TMR managed Search and Performance Max campaigns around Bayfield’s product categories and local market. The work covered branded searches, category campaigns and activity supporting the store footprint.
We reviewed the overlap between paid and organic branded searches, separated brand-name and store-type searches, and reduced branded search investment to better control spend. We also adjusted the weighting of directions requests to keep bidding focused on purchase intent.
A clearer view of Google Ads contribution
TMR analysed individual transactions to identify purchases where Google Ads appeared in the recorded customer journey. This identified 37% more purchases and 36% more revenue associated with a Google Ads touchpoint than GA4 session reporting attributed to the channel.
The analysis helped explain the differences between reports and showed where Google Ads appeared earlier in the purchase journey, including journeys involving organic search and email.
Visible note: These figures compare reporting methods for the same analysis period. They describe recorded Google Ads touchpoints, rather than a measured increase in sales caused by advertising.
Underpinning all of it was a reporting requirement: EA’s management team needed clean, reliable data they could trust to make budget and campaign decisions. That meant resolving tracking before optimising spend — not the other way around.
The Strategy
TMR’s approach was deliberately sequenced: fix the foundation before scaling spend. There’s no point optimising campaigns against conversion data you can’t trust. The first priority was measurement. Everything else followed.
Conversion Tracking Rebuild
The existing conversion setup had duplicate actions, misconfigured goals, and critical user interactions that weren't being tracked at all. TMR worked closely with Engineers Australia's marketing and web development team to map every conversion point across the site — membership sign-ups, event registrations, professional development enquiries, and contact form submissions — and implemented clean tracking via Google Tag Manager. This gave EA a single, accurate view of what each campaign was actually delivering.
Campaign Restructure Across 3 Accounts
EA's three Google Ads accounts — covering different business units and audiences — were restructured from the ground up. Search campaigns were rebuilt around tightly themed ad groups aligned to specific conversion goals. Display campaigns were reconfigured with updated audience targeting. Performance Max campaigns were introduced where appropriate, with asset groups and audience signals built to match each business unit's objectives. Crucially, campaigns were now structured so that optimisation decisions were driven by the metrics that actually mattered to EA — cost per member acquisition and cost per event registration — not just clicks and impressions.
Google Analytics 4 Migration
TMR managed the full transition from Universal Analytics to Google Analytics 4 for Engineers Australia. This wasn't a simple migration — it required rebuilding event-based tracking from scratch, configuring custom dimensions and metrics relevant to EA's goals, and building management reports in GA4 that replicated the KPI visibility the team had in Universal Analytics, while adding new capabilities. The migration was completed ahead of Google's UA sunset deadline, giving EA a full data baseline in GA4 before the switchover.
Facebook Conversion API (CAPI) Integration
iOS 14+ privacy changes had significantly degraded the accuracy of Engineers Australia's Facebook pixel data — a common problem affecting any organisation running Meta campaigns post-2021. TMR implemented Facebook's Conversion API (CAPI) as a server-side solution, sending conversion events directly from EA's server to Meta rather than relying solely on browser-based pixel tracking. The result was a measurable improvement in reported conversion accuracy and better-performing campaign optimisation, as Meta's algorithm could now work from more complete data.
Tools Used
Google Ads
Responsive Search · Display · Performance Max · AI Max
Google Analytics 4
Website Event tracking Custom reporting
Google Tag Manager
Conversion tracking Event implementation
Meta Conversion API
Server-side conversion API
EEA results through August 2026
These results cover EEA campaigns, one part of the broader Engineers Australia engagement.
Google Ads reported return on ad spend 9.4× in GA4 session reporting for the same period.
Additional conversions year on year With a 33% increase in Google Ads investment.
Pages redesigned and built As part of the WordPress rebuild.
The Results in Context
Google Ads reported a 14.8× return on ad spend, compared with 9.4× in GA4 session reporting. Showing both figures gives Bayfield’s a clear view of how the reporting method affects the result.
Year on year, Google Ads investment increased by 33%, alongside 8,000 additional clicks and more than 1,300 additional conversions. The website rebuild delivered 121 redesigned pages and updated checkout options to support the retailer’s online operation.
Tracked conversions include purchases and enquiry-related actions, including form submissions. Cost per conversion is calculated from total ad spend divided by total tracked conversions for each period.
The Results in Plain Terms
Cost per conversion reduced by more than 50%
Across Engineers Australia's Google Ads accounts, cost per conversion fell by more than 50% against the pre-TMR baseline — the result of campaign restructuring, improved conversion tracking accuracy, and sustained bid optimisation.
Conversion tracking accuracy: 0 duplicate actions
At the start of the engagement, EA's conversion setup contained duplicate tracking actions that inflated reported conversion numbers and distorted optimisation signals. By the end of Month 1, all duplicates were resolved and tracking was confirmed accurate across all three accounts.
GA4 migration completed ahead of deadline
TMR delivered the full Google Analytics 4 migration — event tracking, custom reporting, and management dashboards — before Google's Universal Analytics sunset. EA had a full data baseline in GA4 before the transition was forced.
Facebook CAPI: conversion signal recovery
Following Facebook CAPI implementation, reported conversion volume from Meta campaigns improved materially — recovering signal lost to iOS privacy changes. Exact improvement percentage to be confirmed from account data.
Three accounts managed simultaneously
TMR managed Google Ads activity across three separate Engineers Australia accounts covering different business units, audiences, and campaign objectives — all optimised toward the same underlying goal: lower cost per relevant conversion.
What they said
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