Paid media, judged on what lands in Shopify.
Liquid Rubber DIY sells Australian-made waterproofing to homeowners and trade. We run its Google and Meta ads and grade both against one number: Shopify net sales over Google and Meta spend. From March to July 2026 the account ran at 4.8× blended MER, against 3.4× across the whole engagement.
3.9–5.7× in each month
Nov 2025–Jul 2026
highest month since Aug 2024
12 months to Aug 2026
Two ad platforms, two versions of the truth.
Google and Meta each count their own conversions. Added together, they credit themselves with more sales than the store makes. The brief was to grow volume on a number the owner can check in Shopify.
A well-reviewed product with demand from both homeowners and trade, sold through one Shopify store and two ad accounts that each reported their own version of success.
Freight was the other variable. Above 5 kg, Australia Post’s per-kilo rate to Perth is 3.7 times Brisbane’s (retail rates, July 2025), and with free shipping on offer, some orders to the west were thin on margin.
One measure for the whole account: Shopify net sales against Google and Meta spend. The platforms keep their dashboards, but budget moves on that number.
Underneath it, a storefront agent that sizes the job for the customer, and a freight and margin model by state, so extra volume doesn’t arrive at the wrong price.
The work behind the number.
Paid media is one of six workstreams we run for Liquid Rubber DIY.
Google PMax and Meta
Both accounts answer to Shopify net sales. Google’s target ROAS is set to hit a blended MER goal for the store, and Meta runs on purchase-objective campaigns.
Custom storefront agent
A shopping and support assistant on the live store. It asks what the job is, works out the coverage, and recommends the bundle that fits. Trade enquiries are passed on for a person to follow up.
Shopify theme engineering
Fixed the quote form and shipped a round of theme fixes to the live store.
Klaviyo sample follow-up
People who take a free sample and haven’t bought yet now get a follow-up email sequence.
Regional P&L & pricing
Modelled freight and margin by state so pricing decisions run off real numbers.
An applicator network
Built a network of applicators so customers who want the job done for them can be matched to an installer by postcode.
The store that answers back.
An agent that does the maths.
We forked Shopify’s reference agent and rebuilt it around this catalogue. It asks what the job is, works out how much product the surface needs, and recommends the bundle that covers it.
When a visitor turns out to be trade rather than a homeowner, it collects their details for a person to follow up.
Efficiency first, then volume.
We pushed scale, pulled back, and held 3.9–5.7× from March to July.
In January and February we scaled Google spend up hard. Blended MER fell below 2×, so in March we cut Google to under a third of February’s level. Every month from March to July ran between 3.9× and 5.7×. Order volume held up: June, the month of the end-of-financial-year sale, closed on 427 orders, the highest month in the two years of data we hold.
Mar–Jul 2026
Nov 2025–Jul 2026
highest month since Aug 2024