How We Helped This Trade Supplies Business Scale Smarter
CASE STUDY – E-COMMERCE CLIENT WANTING TO SIGNIFICANTLY SCALE
When this trade supplies client came to us in February 2025, they had clear ambitions — scale their Google Ads spend significantly while keeping ROAS above 600%. The product range was strong, the demand was there, but the account structure wasn’t built to grow without the wheels falling off.
So we got to work.
The Approach
Fixing the Foundations
We started where we always do — the basics done properly.
- Search term analysis to identify what was actually driving conversions
- Negative query buildout to stop budget leaking to irrelevant traffic
- Budget optimisation to make sure every dollar was working as hard as possible
- Our in-house custom scripts to surface hidden waste and spot opportunities the standard interface simply doesn’t show you
The account had real potential. It just needed a structure that could support profitable scale.
Segmented Performance Max
The cornerstone of the strategy was a segmented Performance Max approach. Rather than running everything through one campaign and hoping for the best, we built out multiple campaigns segmented by product performance tier, product category, and brand priority.
This gave Google’s algorithm clear, focused signals — and made sure the budget consistently flowed toward the products most likely to convert at the right return.
Search Campaign Built Around Buying Intent
We layered in dedicated a search campaign to capture high-intent demand that Performance Max alone can’t reliably reach. We dug into the data to find exactly what people were typing when they were ready to buy, then built and continuously refined our keyword strategy around those terms — adding match types and new terms on an ongoing basis.
Feed Optimisation — Less Really Is More
One of the most impactful things we did wasn’t about bidding or budgets at all. Using our custom scripts, we conducted a deep analysis of brand-level performance across the entire product catalogue.
What we found was that a significant portion of the feed — whole brands — were generating impressions and consuming budget without delivering meaningful returns. The call was clear: cull them.
By removing the underperforming brands from the feed, we reduced the overall feed size to nearly half of what it was when we started. A leaner feed gave Google exactly what it needed — strong, commercially relevant products — and stopped wasting resources on inventory that was never going to convert.
The Results
February 2025 – March 2026 vs. previous period
We nearly doubled spend and more than doubled revenue. That’s what the right structure delivers.
Looking for a Google Ads Partner?
Thinking about how your business could benefit from a strategy like this? Whether you’re looking to overhaul your Google Ads account or start from scratch, we’re the crew you want on board.
Ready to turn your Google Ads account into your biggest growth lever? Let’s chat.
Here’s to your success story being the next one we tell. Let’s make it happen!
