Google Ads · Merchandising Analysis

Which products
build bigger baskets

A 12 month read of average order value by product and by product type, and what it tells us about where the next dollar of spend should go.
Cheap Dealer Supplies|Jul 2025 to Jul 2026| 1,131 Orders|$92,099 Revenue|6 Sections
Contents

What is inside

01 The headline finding 02 AOV and ROAS move together 03 Version 1 · By product 04 Version 2 · By product type L2 05 Where the headroom is 06 Recommended actions
Section 01

The headline finding

Yes. Product mix moves average order value a great deal, and the categories that bring in bigger baskets are also the ones that convert most efficiently. Average order value is not a vanity metric on this account. It is a reliable predictor of return on ad spend, which makes product mix a lever we can actually pull.
Account AOV
$81.41
Across 1,131 orders and $92,099 in revenue
Account ROAS
3.53x
On $26,085 of spend, against a 3.5x target
AOV Spread
3.3x
From $41 to $136 across product types with real volume
AOV to ROAS Link
+0.76
Correlation across the 16 highest volume product types
High AOV types earn 4.3x
Product types averaging $100 or more per order take 46% of spend and return 4.3x. Everything below $100 returns just 3.1x on the other 54%.
Key tags are the anchor
Key tags are 23% of all orders and $5,011 of spend, but sit at $58.78 AOV and 3.1x. They are the single largest drag on blended performance.
The best sellers are underbought
Deal jackets, model year stickers and window stickers all clear $105 AOV at 4.5x or better, yet run at only 14% to 28% impression share. There is room to buy more.
Section 02

AOV and ROAS move together

Each bubble is a product type. Bubble size is order volume. If average order value were merely descriptive, this chart would be a random cloud. Instead it slopes clearly upward, at a conversion weighted correlation of +0.76, and it holds at +0.86 when the highest AOV type is removed, so it is not the work of a single outlier.
Product type · bubble size = order volumeAccount average AOVTrend
$25$50$75$100$125$1502.0x3.0x4.0x5.0x6.0xACCOUNT AOV $81key tags 262 orders · AOV $58.78 · 3.1x ROASkey tagspre-printed deal jackets 130 orders · AOV $105.84 · 4.5x ROASpre-printed deal jacketsmodel year stickers 77 orders · AOV $125.56 · 4.5x ROASmodel year stickersservice department forms 69 orders · AOV $41.88 · 3.2x ROASservice department formsbuyers guides 58 orders · AOV $78.79 · 2.9x ROASbuyers guidescompliance stickers 45 orders · AOV $90.52 · 4.0x ROASdocument storage 29 orders · AOV $136.11 · 3.1x ROASdocument storageseat covers 26 orders · AOV $65.56 · 2.4x ROASsales hang tags 24 orders · AOV $90.17 · 4.2x ROASblank window stickers 20 orders · AOV $125.52 · 4.8x ROASprice stickers 20 orders · AOV $82.35 · 2.6x ROAStemp tag covers 18 orders · AOV $121.80 · 6.0x ROAStemp tag coversscrews 18 orders · AOV $46.21 · 2.7x ROASheavy duty deal jackets 16 orders · AOV $81.12 · 3.8x ROASlicense plate magnets 16 orders · AOV $40.62 · 2.6x ROASblank addendum stickers 15 orders · AOV $119.72 · 4.8x ROASAVERAGE ORDER VALUEROAS
Product types with 15 or more orders in the last 12 months. Hover any bubble for detail. The unassigned product type bucket is excluded here and is covered in Section 04.
Why the link exists
Cost per order does not rise in step with order value. Across these same types, cost per order varies by only 26% while AOV varies by 35%. Bidding partly compensates for cheap baskets, but not fully, so the gap leaks straight into ROAS. Key tags cost $19.16 per order to win against $27.93 for model year stickers, a 46% premium, while model year stickers return 114% more revenue per order.
High AOV · $100+
4.3x
356 orders · $10,245 spend · 46% of budget
Mid · $60 to $100
3.1x
215 orders · $5,522 spend · 25% of budget
Low · under $60
3.1x
365 orders · $6,464 spend · 29% of budget
Section 03 · Version 1

By product

Every product with 3 or more orders in the last 12 months, ranked by average order value. Duplicate feed entries have been merged, so each product appears once. The remaining 27 products below 3 orders account for 39 orders and $3,870 combined.
$100+ AOV$60 to $100Under $60 AOV
ProductProduct Type L2OrdersSpendRevenueAOVROAS
Tire Storage Bags - Protective Plastic Bags (3 Sizes)tire covers5$132$2,111$421.0016.0x
Exterior Buyers Guides - Blank Front - Text on Back - Outside / Outdoor Stickers (100 Per Pack)buyers guides7$416$1,395$214.293.4x
Buyers Guide Hangers / Holders Pouch Kit (50 Per Pack)buyers guide holders5$247$941$187.963.8x
Swooper Banner Flags - Auto Brands, Patriotic, Slogans (1 Per Pack)flags and banners4$243$747$186.813.1x
Rubber Demo License Plate Holders - Donkey Auto Productstemp tag covers11$236$1,864$174.827.9x
Kleer-bak Stock Stickers (Multiple Colors Available) (100 Per Pack)stock stickers8$218$1,258$160.565.8x
License Plate Protector / Temporary Tag Hard Plastic Protector Sleeves (100 Per Pack)temp tag covers & holders5$196$639$141.353.3x
Interior Plain White Addendum Window Stickers - Adhesive - 8-1/2" x 11" (250 Per Pack)blank addendum stickers8$199$1,172$138.625.9x
Clip-on Buyers Guide Hangers / Holders (50 Per Pack)buyers guide holders5$169$689$137.814.1x
Vehicle Paper Wallets Document Holders (Black or Blue Ink) (50 Per Pack)document storage27$996$3,621$134.903.6x
After Hours Service Envelopes - Night Drop Off Forms - With Customer Signature Line (100 Pack)service department forms7$163$915$130.765.6x
Large Vehicle Not For Sale Stickers (Yellow And Black) (100 Per Pack)compliance stickers5$111$640$128.025.8x
Printable Tear Resistant Temporary Tags - 100 Per Pack (Compatible With California AB 516 Mandate, And Other States)temporary tags6$109$707$127.736.5x
Oval Model Years Window Stickersmodel year stickers71$1,966$8,938$126.094.5x
Top Stripe Vinyl Key Tags (7 Colors Available) (250 Per Box)key tags4$160$510$124.943.2x
Sold Stickers (100 Per Pack)sales department forms9$139$1,119$124.288.1x
Interior Self-adhesive Buyers Guide - Blank Front - Text on Back (100 Per Pack)buyers guides11$337$1,312$124.283.9x
Nylon Insert For License Plate Screws (100 Per Box)screws3$49$371$123.837.5x
Plain White Paper Floor Mats (17" x 23") (100 or 500 Per Box)all floor mats11$447$1,335$121.403.0x
Year Interstate Signs Window Stickers (Red, White, Blue)model year stickers6$181$716$119.324.0x
Premium Repair Order / Work Ticket Holders (Black Or Red Handle) (25 Per Package)body shop document jackets8$375$909$117.242.4x
Fluorescent Jumbo Mirror Hang Tags (Blank) (5 Color Options) (50 Per Pack)sales hang tags10$187$1,142$115.126.1x
Full Adhesive Plastic Floor Mats (3 Mil or 4 Mil) (300 Foot Roll / 175 Mats)adhesive wrap7$536$805$114.851.5x
Plain White Addendum Window Stickers - Adhesive - 4-1/4" x 11" (250 Per Pack)blank window stickers15$387$1,627$108.324.2x
Printed Vehicle Deal Jackets (9" x 12") (100 Per Pack)pre-printed deal jackets109$2,340$11,725$107.565.0x
Outdoor Blank White Addendum - Exterior Car Window Stickers (100 Sheets Per Pack)blank addendum stickers4$145$412$103.092.8x
3-in-1 Deal Envelope Deal Jackets (100 Per Pack)pre-printed deal jackets20$684$1,980$100.162.9x
Ups Log Book / Customer Contact Log (50 Sheets)customer leads3$94$274$91.182.9x
Vehicle Not For Sale Sticker (100 Per Pack)compliance stickers32$654$2,848$87.754.4x
Mixed-color Versa-tag Key Tags (250 Per Box - 50 of Each Color)key tags4$154$340$84.992.2x
Jumbo Mirror Hang Tags (Sold / Hold) (Yellow) (Form # 280-sh) (50 Per Pack)sales hang tags6$75$508$84.786.7x
Reusable Seat Cover - Protective Automotive Car Seat Coverseat covers6$302$472$83.991.6x
27 Point Inspection Sheet 2-part (Form #27-point) (100-pack)inspection forms5$95$415$82.984.4x
Windshield Numbers - Window Stickers Vinyl Digits (Various Colors) (12 Per Pack)price stickers20$578$1,619$82.352.8x
Daily Time And Job Ticket (3-part) (Form #Jt-12-psg / Dsa-126 A/b) (250 Per Box)time & job tickets6$212$493$82.162.3x
Heavy Duty Body Shop Repair Jackets - Buff Envelopes (100 Per Pack)heavy duty deal jackets16$339$1,298$81.123.8x
Stock Number Mini Signs (6" x 3") (White or Yellow) (Form #650) (250 Per Box)stock stickers3$52$224$74.754.3x
Plain White Addendum Window Stickers - Adhesive - Half Sheet - 8.5" x 11" (Two 5.5" x 8.5" Stickers Per Sheet) (50 Sheets Per Box)blank window stickers3$34$224$74.716.6x
License Plate Envelopes (Kraft or White) (Blank or Printed) (Self-seal or Moisten And Seal) (100 Pack)envelopes9$173$643$73.063.7x
Vehicle Not Ready For Sale Stickers (100 Per Pack)compliance stickers6$183$426$70.952.3x
Professional Snow Rake, Snow Broom For Cars & Trucks - Heavy Duty, Oversized 17-inch Foam Head, Lightweight & Strong Handle, 48-inch Reach For Easy(no L2)33$747$2,299$69.003.1x
As Is - No Warranty - Car Mirror Hang Tags (50 Per Pack)sales hang tags7$77$456$65.206.0x
Poly Tag Key Tags - Blank or Printed - White or Yellow Key Tags (250 Per Box)key tags6$249$418$64.371.7x
Genuine Versa-tag Key Tags (250 Per Box)key tags16$440$1,022$64.022.3x
Genuine Versa-tag Key Tags (Half Pack - 125 Per Box)key tags117$1,952$7,017$60.063.6x
Donkey Key Tags (Self-laminated Protection) (250 Per Box With Metal Rings)key tags32$780$1,881$59.232.4x
Disposable Plastic Seat Protectors - Interior Vehicle Protection Chair Covers (30 Pack)seat covers20$359$1,160$57.863.2x
Self-lock Key Tags - Arrow ID Label Tags (1000 Per Pack)key tags74$1,121$3,745$50.663.3x
2-part Buyers Guide Form - Adhesive Tape - English - As Is - Warranty (100 Pack)buyers guides41$841$1,893$45.822.3x
License Plate / Temporary Tag Plastic Bags (100 Per Pack)temp tag covers7$132$332$45.082.5x
Time Clock Cards (2-sided) (Form #Tc-292) (3-1/2" x 9") (Green) (250 Per Pack)time & job tickets6$170$260$43.371.5x
High-quality Premium Rubber Coated License Plate Magnetlicense plate magnets16$254$650$40.622.6x
Auto Scents Car Air Freshener Pads (60-pack)(no L2)100$939$4,028$40.384.3x
Small Economy Key Storage Board - 32 Key Hooks(no L2)9$207$358$39.761.7x
Large Self-lock Vinyl Key Tags - Arrow ID Tags (1000 Per Pack)key tags4$84$165$36.882.0x
Vehicle Purchase Agreement (2-part) (100 Pack)(no L2)17$293$570$33.821.9x
Next Service Due Reminder Stickers - Static Clings (100 Per Pack)service department forms62$727$1,975$31.852.7x
License Plate Screws - Slotted Hex Head - Metric (20 Per Box)screws15$261$460$30.681.8x
Sorted high to low by AOV. Products in the top rows with very low order counts are directionally interesting but not yet conclusive.
The four that carry the account
Printed Vehicle Deal Jackets (109 orders · $107 · 5.0x), Oval Model Years Window Stickers (71 · $126 · 4.5x), Vehicle Paper Wallets (27 · $135 · 3.6x) and Vehicle Not For Sale Stickers (32 · $88 · 4.4x). All four clear the account AOV and the 3.5x target at the same time.
The five that hold it back
Versa-tag Key Tags 125 (117 orders · $60), Self-lock Key Tags 1000 (74 · $51), Auto Scents (100 · $40), Next Service Due Stickers (62 · $32) and 2-part Buyers Guide (41 · $46) burn $5,580 of spend across 394 orders. Auto Scents is the honourable exception at 4.3x, cheap enough to stay efficient. Next Service Due at 2.7x and Buyers Guide at 2.3x are not.
Section 04 · Version 2

By product type level 2

The same 12 months rolled up to product type. This is the cleaner view of the two, because grouping averages out the small per product samples and exposes the pattern.
document storagedocument storage: AOV $136.11 on 29 orders$13629 orders · 3.1xmodel year stickersmodel year stickers: AOV $125.56 on 77 orders$12677 orders · 4.5xblank window stickersblank window stickers: AOV $125.52 on 20 orders$12620 orders · 4.8xtemp tag coverstemp tag covers: AOV $121.80 on 18 orders$12218 orders · 6.0xblank addendum stickersblank addendum stickers: AOV $119.72 on 15 orders$12015 orders · 4.8xpre-printed deal jacketspre-printed deal jackets: AOV $105.84 on 130 orders$106130 orders · 4.5xcompliance stickerscompliance stickers: AOV $90.52 on 45 orders$9145 orders · 4.0xsales hang tagssales hang tags: AOV $90.17 on 24 orders$9024 orders · 4.2xprice stickersprice stickers: AOV $82.35 on 20 orders$8220 orders · 2.6xheavy duty deal jacketsheavy duty deal jackets: AOV $81.12 on 16 orders$8116 orders · 3.8xbuyers guidesbuyers guides: AOV $78.79 on 58 orders$7958 orders · 2.9xseat coversseat covers: AOV $65.56 on 26 orders$6626 orders · 2.4xkey tagskey tags: AOV $58.78 on 262 orders$59262 orders · 3.1xscrewsscrews: AOV $46.21 on 18 orders$4618 orders · 2.7xservice department formsservice department forms: AOV $41.88 on 69 orders$4269 orders · 3.2xlicense plate magnetslicense plate magnets: AOV $40.62 on 16 orders$4116 orders · 2.6xACCOUNT AVG $81
Product types with 15 or more orders. Bar shading follows AOV, light to dark. Hover for detail.
Full product type table
$100+ AOV$60 to $100Under $60 AOV* under 5 orders, treat AOV as noise
Product Type L2OrdersSpendRevenueAOVROAS
tire covers6$199$2,163$359.6310.9x
service hang tags *4$203$834$208.414.1x
flags and banners *4$243$747$186.813.1x
buyers guide holders10$417$1,630$162.913.9x
appointment books *1$55$153$152.972.8x
temp tag covers & holders *5$214$639$141.353.0x
stock stickers11$271$1,483$136.815.5x
document storage29$1,258$3,916$136.113.1x
temporary tags6$109$707$127.736.5x
model year stickers77$2,147$9,653$125.564.5x
blank window stickers20$519$2,513$125.524.8x
sales department forms9$155$1,119$124.287.2x
temp tag covers18$367$2,196$121.806.0x
all floor mats11$447$1,335$121.403.0x
blank addendum stickers15$385$1,850$119.724.8x
body shop document jackets8$375$909$117.242.4x
adhesive wrap7$536$805$114.851.5x
pre-printed deal jackets130$3,059$13,764$105.844.5x
customer leads *3$94$274$91.182.9x
compliance stickers45$1,018$4,094$90.524.0x
sales hang tags24$511$2,156$90.174.2x
accounts payable envelopes *2$73$167$83.422.3x
inspection forms5$101$415$82.984.1x
price stickers20$624$1,619$82.352.6x
heavy duty deal jackets16$339$1,298$81.123.8x
buyers guides58$1,594$4,601$78.792.9x
lot streamers *2$19$157$78.698.2x
pre-printed addendum stickers *3$227$216$74.830.9x
envelopes9$173$643$73.063.7x
seat covers26$737$1,735$65.562.4x
time & job tickets12$425$753$62.771.8x
we owe - you owe forms *2$49$118$59.092.4x
key tags262$5,011$15,375$58.783.1x
commission forms *1$20$55$54.982.7x
parts department forms *2$83$96$47.771.2x
screws18$310$832$46.212.7x
(no L2 assigned)162$2,203$7,407$45.863.4x
service department forms69$890$2,890$41.883.2x
license plate magnets16$254$650$40.622.6x
odometer statements *2$41$57$28.491.4x
accounting forms *1$41$26$25.520.6x
body shop forms *2$100$50$25.200.5x
Tire covers shows $359.63 AOV and 10.9x, but on 6 orders. Worth a look, not yet a conclusion.
14% of orders have no product type
The unassigned bucket is 162 orders and $7,407 at $45.86 AOV. These products use merchandising collections such as "best sellers", "winter" and "anti-inflation promo" as their top level, with nothing beneath. They are invisible in any product type report until the feed taxonomy is fixed.
Feed duplicates are by design
Every product carries a second _pmax entry from the supplemental feed that routes it into Performance Max. That is intentional, not a fault, but it splits each product across two rows in the raw export. Both tables here are merged on the base item ID, so counts are true.
Section 05

Where the headroom is

This is what makes the finding actionable rather than merely interesting. The high AOV types are not capped by demand. They are running at a fraction of available impressions, while the lowest AOV category is the most saturated in the account. We are buying the most of our weakest basket builder and the least of our strongest.
Product Type L2AOVROASImpr. ShareCoverage
document storage$1363.1x28.2%
model year stickers$1264.5x21.7%
blank window stickers$1264.8x15.2%
temp tag covers$1226.0x13.8%
blank addendum stickers$1204.8x17.3%
pre-printed deal jackets$1064.5x22.5%
key tags$593.1x42.4%
screws$462.7x29.9%
service department forms$423.2x44.2%
license plate magnets$412.6x18.9%
Search impression share, last 12 months. Green rows are the $100+ AOV types. Red rows are the sub $60 types.
Section 06

Recommended actions

  1. Separate the AOV tiers so they can be bid apart. Today the high AOV and low AOV types share a single target, which averages the two together and quietly overpays for cheap baskets. Splitting them lets us set a target each tier can actually hit.
  2. Buy more of the $100+ types. Model year stickers, deal jackets, blank window stickers, blank addendum stickers and temp tag covers all sit between 14% and 28% impression share at 4.5x or better. This is the clearest growth available on the account.
  3. Decide what key tags are for. At 23% of orders and 3.1x they do not pay their way on first order economics. Before cutting, we should confirm whether they recruit dealers who reorder. If they do, they are a loss leader and we fund them deliberately. If they do not, the budget belongs elsewhere.
  4. Fix the feed taxonomy. Assigning a real product type to the 162 orders currently sitting in "best sellers" and "winter" closes a 14% blind spot and makes every future product type report complete.
  5. Trim the proven losers. Next Service Due Reminder Stickers ($32 AOV · 2.7x) and 2-part Buyers Guide Forms ($46 AOV · 2.3x) have volume and a year of data. Both are consistently below target.
Method. Google Ads shopping performance view, account 152-908-0367, 1,131 conversions between Jul 2025 and Jul 2026. Covers Shopping and Performance Max only. Conversions reconcile exactly to the 1,131 GA4 purchase conversions recorded in the period, and the purchase action is the only value bearing conversion action on the account, so value per conversion is a true average order value rather than a blend.
How to read AOV here. Google attributes the full value of an order to the product that was clicked. AOV in these tables therefore measures which products pull larger baskets, not what the product itself sells for. That is the right lens for allocating budget, though it does mean an inexpensive product can rank highly by dragging a large order behind it.
Confidence. Rows marked with an asterisk have fewer than 5 orders and their AOV should be read as noise. The correlation quoted in Section 02 is conversion weighted across the 16 product types with 15 or more orders.
Easton Digital · Prepared 14 July 2026