How we generated $383,227.04 with a 5.22 ROAS for a Supplement Brand
💼 Selling natural superfoods/supplements
💰 About $1.3MM in sales/year
﹩ AOV is $51.06
❌ Couldn’t scale campaigns past a certain point and had below-average non-branded results.
📈 $73,476.65 spent -> $383,227.04 generated
✖️ 522% lifetime ROAS
🛒 All the metrics improved compared to the previous year
🤯 Google Ads alone drove more than 27% of the brand’s total revenue
📊 Non-Branded campaigns grew 11% per month on average
Case Study Breakdown - Key Ad Account Implementations:
We generated $383,000 with a 5.2x ROAS for this eCommerce supplement brand with Google Ads.
This amounted to 23% of the brand’s revenue from Google Ads alone.
Here’s exactly how we did it:
For context, this client sells natural superfoods/supplements and does about $1.3MM in sales/year.
The AOV is a healthy $51.06
Before working with us they had seen some results with Google Ads but were really struggling to scale campaigns and had below-average non-branded results.
Non-branded campaigns are the most important part of a highly successful Google Ads strategy so we immediately knew we could have an impact for them.
So improving their non-branded campaigns was our primary focus from day 1.
After just 12 months we were able to:
• Turn $73,476.65 ad-spend into $383,227.04
• Generate a 522% lifetime ROAS
• Improve all KPIs from the previous year
• Drive more than 27% of the brand’s total revenue
• Grow non-branded campaigns by 11% per month
My team can attribute this success to 3 key optimizations.
Let’s break them down:
1. Gained a crystal clear understanding of the account history.
We looked at what was working previously, paused campaigns, and products, and looked at everything necessary for a deeper understanding of the account.
This is a fundamental step that we spend a lot of time on because it gives us an accurate picture of the cause/effect relationships in the account which helps us make better decisions.
2. We started by making simple, conservative optimizations.
This client was already experiencing good results so there was no need to come in and reinvent the wheel with radical changes.
The goal wasn’t to hit a home run. We needed to hit singles to get the ball rolling.
So we started by optimizing search campaigns first. This included:
Specific search (non-branded)
The first thing we did was remove keywords that didn’t make sense for the brand and its products.
We always look at periods of 30 days or longer to reach a conclusion to keep a keyword running or to deactivate it.
We don’t recommend these optimizations for intervals shorter than 30 days.
Anything less means the number isn’t an accurate representation of the results.
Secondly, we deactivated keywords with no impressions, low ROAS or zero conversions.
2.2 Finding our sweet spot of spending, ROAS and volume of conversions.
This is the biggest dance in the ad account.
If you want more volume of conversions you’ll need to give up a little bit of ROAS.
Less volume means more ROAS.
The big idea is to find the sweet spot where we’ll get the most volume and the most ROAS
We do this by adjusting our bidding and changing the desired CPA, target ROAS and volume of conversions.
There’s no concrete way to outline the process because it’s always changing – but the big idea is to look at the account history and make small changes to see how the metrics behave.
2.3 On the dynamic search campaign we adjusted the auto-targeting for the categories that were performing the best.
Very simple change.
3. Added complimentary shopping campaigns to decrease the cost per session on the website and bring diversification at the same time.
What this did was bring an additional stream of sales and ROAS which helped keep our results stable.
It gave us consistently better results over time because there were no longer big peaks or big drops in sales. It was constant all the way through.
3.2 Added two specific PMAX campaigns for product categories.
Here we just focused on the bread and butter – copy, images, and videos focused on specific products and broader categories/brand.
This allowed us to test out new things and come to conclusions very quickly.
The speed of the process is what led to a steady increase in ROAS.
3.3 Start with remarketing lists for audience signals because they are usually your best audience.
This allows us to quickly get conversions in the campaign at a good price so that Google’s algorithm can learn and optimize for those types of customers.
Start with the best audience signal first, then move to test others that make sense.
3.4 The only way to predictably scale an eCommerce brand with Google ads is the ability to take a complete stranger into a customer profitably.
To do this you need to be able to identify, attract and convert cold traffic.
We do it by finding highly qualified niche audiences based on the people who have bought from us before.
We use remarketing lists of emails from past customers and create custom segments with people who are similar to those who have already purchased before.
We pair the search term with the purchase intention through the audience manager.
Then we simply plug it into PMax to let Google test and quickly find other audiences that will yield a similar ROI!
Finally, we use analytics to look for interests, in-market audiences, etc. to test as other signals
3.5 We added one standard shopping campaign aiming to increase reach on Google Shopping.
The goal here is to complement our shop ads that are running with PMAX campaigns already.
What this does is it makes sure we always have shop ads running on all cylinders at all times.
This is an extremely important implementation because it gives us more control over how we allocate our budget thus leading to improved campaign performance in the long run.
It ensures we are always getting sufficient data to test keywords and find winning products on Google.
That’s it for this case study!
I hope this was of value to you and that you can implement the steps here to see results for yourself.
If you are an eCommerce owner and want my team to help you achieve similar results with Google Ads, book your intro call with us below.
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A casual call to map your Google Ads goals and come up with an effective plan to fiercely improve your results.
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