Case Study: Cemex USA achieves 2.70x purchase ROAS with Forthea's paid search strategy

Cemex USA drives 2.70x purchase ROAS with Forthea

Forthea partnered with Cemex USA to manage a non-brand Google Ads campaign for Cemex Direct, an online ready-mix concrete ordering service, in the highly competitive San Francisco Bay Area market. The challenge was to drive high-quality conversions from contractors, including phone calls and online orders, with a very small monthly budget of under $1,000 while maintaining a cost per conversion at or below $20.

The solution implemented by Forthea centered on a key structural change: moving the campaign into a shared portfolio bidding strategy with two other regional campaigns. This allowed the algorithm to pool conversion data, enabling more effective bidding despite the small budget. The results were impressive, with the campaign achieving 316 total conversions, a 27.45% average conversion rate, and $18,670 in tracked online revenue. Forthea's strategy delivered a peak monthly return on ad spend of 9.51x and successfully kept the average cost per conversion close to its target.

Cemex USA