Google Ads from 1.2× to 3.8× return on ad spend.
This client is an online vitamin and supplement brand. The team wanted Google Ads to hit a 3× return on ad spend while they rebranded and split the business across two websites.
- Client
- Supplement Ecommerce Brand
- Industry
- Ecommerce, vitamins and supplements
- Channel
- Google Shopping, Search, Performance Max
- Engagement
- April 2021 to 2024
- 3.8× return on ad spend in Q4 2023, up from 1.2× in the quarter we started
- 3.2× for all of 2023, above the client's 3× goal
- Annual revenue from Google Ads up 87%, from $53.7k in 2021 to $100.3k in 2022
- Quarterly revenue up from $9.2k to $27.5k; orders per quarter roughly doubled
The situation
The brand was spending about $3,000 a month on Google with no clear targets, and was about to rebrand. The business was splitting into two brands on two separate websites. Every account, from Google Ads to Merchant Center and Analytics, had to move with it.
What we found
The account held 75 campaigns, but only 20 had spent anything since January 2020 and only three were live. Each of those three used a different bid strategy. One Shopping campaign had the second-highest spend in the account at $285 per conversion, while older Shopping campaigns that had converted efficiently were paused.
What we changed
We moved budget out of the expensive campaigns and into the products and campaigns that were selling, with an All Products Shopping campaign as the base and separate campaigns for the strongest categories. We rebuilt tracking across both sites during the rebrand so conversion data carried over.
When Google began retiring Smart Shopping, we moved to Performance Max in stages instead of all at once, so sales didn't drop while the new campaigns learned. A Performance Max campaign for clearance products became one of the top performers. We also ran a promotions calendar for holidays, New Year, Valentine's Day and seasonal immunity sales.
What happened
Return on ad spend rose from 1.2× in our first quarter to 1.8× for 2021, 2.5× for 2022 and 3.2× for 2023, with Q4 2023 at 3.8×. Revenue from Google Ads grew 87% from 2021 to 2022, and quarterly revenue peaked at $27.5k, about three times where it started.
More of the work
What changed on other accounts, with the numbers.
Shopping ads above 5× return within six weeks.
“Maybe 30 to 50 clicks, and now we're at 200 to 300 a month.”
“Zachary has always had thoughtful insights and suggestions to keep us on track.”
“They've gone to bat for us with platform support more than once.”
Want numbers like these on your account?
Thirty minutes, no pitch deck. We'll tell you if we can help.
Tell us what you're working on.
We read every message the same day. If it looks like a fit, the next step is a 30-minute call, not a sales sequence.
