The Client
RangeSafe makes patented stove safety knobs in Virginia, and we run their Google Ads, which went from zero tracked sales to 1,576 online orders and $235,009 in ad revenue. Their RangeSafe Safety Knobs replace standard stove knobs with a pinch, push and turn mechanism, so a toddler or a family member with dementia can't turn on a burner by accident. They sell on rangesafe.com and on Amazon and ship nationwide.
Before we started, their Google Ads ran a single automated campaign from March to October 2020 that spent $1,163 without one tracked sale. We launched a new account structure in November 2020.
Zero sales from Google Ads before November 2020. 1,576 online orders since.
The Challenge
Google Ads for child safety products has its own obstacles:
- Two very different buyers. Parents of toddlers and adult children caring for a parent with dementia search in different words and respond to different reasons to buy.
- A product people don't know exists. Most buyers search for the problem, like "baby proof gas stove", not for a patented knob, so the ads have to explain it in a sentence.
- Look-alike searches. "Stove knob" pulls in replacement knobs for specific ranges and repair parts, which RangeSafe does not sell.
- Amazon on the same searches. The same product is sold on Amazon, so the site has to win the click on price, trust and shipping.
What We Built
1. Search Built Around Both Audiences
We rebuilt Search around the two buyers: childproofing searches ("baby proof stove", "child proof gas stove") and senior-safety searches ("dementia gas stove safety"), with separate keyword and audience-layered ad groups. Later tests added gas-stove and autism-safety keyword groups.
2. Shopping, Then Performance Max
A Shopping campaign put the product photo and price in front of buyers from 2021. In 2022 we moved the catalog into Performance Max, which became the account's main engine with $122,351 in revenue since launch.
3. Constant A/B Tests
Search runs with A/B tests beside it: bidding for conversions against bidding for revenue, and manual bidding against smart bidding. Winners replace the originals, and losing tests such as a YouTube remarketing campaign were paused.
4. Real Purchase Tracking
Every number on this page is a completed purchase on rangesafe.com. Thank-you page and order-confirmed page events are excluded from every sales figure.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining against repair-part and replacement-knob searches, bid and budget adjustments, and budget moved toward the searches that sell.
The Results
- Before us (March to October 2020): $1,163 spent, zero tracked sales
- First month (November 2020): 5 orders
- End of 2021: 280 orders
- End of 2022: 657 orders
- End of 2023: past 1,000 orders
- September 2026: 1,576 orders
What Improved
| Metric | Before us (Mar to Oct 2020) | Nov 2020 to Sep 2026 |
|---|---|---|
| Online orders | 0 | 1,576 |
| Revenue from Google Ads | $0 | $235,009 |
From our first three months (November 2020 to January 2021) to the latest three (July to September 2026):
| Metric | First 3 months | Latest 3 months | Change |
|---|---|---|---|
| Ad revenue a month | $2,019 | $2,632 | +30% |
| Orders a month | 15.7 | 17.5 | +11% |
| Clicks that became orders | 0.80% | 1.32% | +65% |
| Average order | $129 | $151 | +17% |
| Click-through rate | 2.46% | 3.21% | +30% |
| Revenue per click | $1.03 | $1.99 | 1.9x |
2026 Is Ahead of 2025
- Ad revenue: $20,894 to $27,816, up 33%
- Orders: 142 to 180, up 27%
- Ad clicks: 10,192 to 14,391, up 41%
- Cost per click: $2.28 down to $2.09
Every Dollar of Ad Revenue Since Launch
$235,009 in online ad revenue from 1,576 orders since November 2020, for a patented product most buyers had never heard of, and on top of the Amazon sales the ads also drive.
Key Takeaways
- Automated campaigns are not a strategy. Eight months of a set-and-forget campaign produced nothing. A real structure produced sales in the first month.
- Sell to the problem, not the product. Buyers search for "baby proof stove", not for a patented knob, so the keywords follow the worry.
- Split the audiences. Parents and caregivers need their own keywords and their own reasons to buy.
- Test and cut. Tests that don't sell, like YouTube remarketing, get paused so the budget goes to Search and Performance Max.
Frequently Asked Questions
How fast can Google Ads start selling a patented safety product?
RangeSafe's previous Google Ads campaign spent eight months, from March to October 2020, without a single tracked sale. In our first month, November 2020, the account produced 5 orders, and in December 2020 it produced 22 orders worth $2,806.
Which campaign type sells stove knob covers best?
Performance Max. Since we launched it in 2022 it has produced $122,351 of the account's $235,009 in revenue. Search campaigns built around childproofing and dementia-safety searches produced most of the rest.
How many orders can Google Ads bring a child safety brand?
1,576 online orders from November 2020 to September 2026, at an average of about $149 per order. The account passed 1,000 orders by the end of 2023.
Is Google Ads still growing for a mature safety product?
Yes. From January to September 2026 RangeSafe's Google Ads produced 180 orders and $27,816 in revenue, up from 142 orders and $20,894 in the same months of 2025: 27% more orders and 33% more revenue, while the average cost per click fell from $2.28 to $2.09.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for e-commerce.
Industry: E-commerce: Child & Senior Safety Products Platforms: Google Ads (Performance Max, Search, Shopping) Location: Virginia, USA (ships nationwide) Account Duration: November 2020 to present (ongoing)
Orders and revenue are completed purchases on rangesafe.com tracked in Google Ads. Page-view events, add to cart and Amazon sales are excluded. Amounts in US dollars.