A $500K/mo. Google Ads campaign structure: A Breakdown

One of our partners just crossed £500k/mo. in Google Ads revenue.

What makes it special is that we didn’t raise the budget.

Their costs stayed the same compared to the month before.

But their ROAS jumped from 4.7X to 8.59X

Here’s the campaign structure that made it happen:

1. Branded campaigns

We set up 6 branded campaigns across 3 countries.

Each country got its own Search and Shopping campaign.

That gave us tighter control.

We could fine-tune budgets by region and adjust bids based on how each market performed.

By month’s end, branded traffic brought in $275K.

Search did most of the heavy lifting. It drove 89% of the branded revenue.

2. Retargeting

We kept it lean and focused.

Three Demand Gen campaigns—one for each country.

Each one focused on users who’d already interacted with the brand but hadn’t bought yet.

These brought in $6.1K, averaging a 7X ROAS.

3. Prospecting

This is where most of our effort went.

We rolled out 16 campaigns across 4 formats: PMAX, Search, Shopping, and Demand Gen.

The goal was to target a diverse audience pool across Google's ecosystem.

Each campaign type connected with a different segment across Search, Shopping, YouTube.

Within this mix, Performance Max stood out clearly as the strongest performer.

PMAX alone drove more than 75% of prospecting revenue.

Demand Gen helped build early awareness and fed valuable signals back into PMAX.

Prospecting as a whole brought in $239K at a 4X ROAS.

This structure unlocked 2 key levers.

First, it let us reach the full spectrum of their audience—from cold strangers to warm leads to hot, ready-to-buy traffic.

And we tapped into every part of Google’s ecosystem to do it.

Second, we could dedicate the majority of our budget (95%) to acquiring new customers.

That gave us a predictable revenue engine, not one tied to brand search or borrowed traffic from other platforms.

Huge credit goes to this brand.

The foundation & traffic was there. They just need the right strategy to unlock their full potential on Google.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get our E-commerce Growth Toolkit: Get access to our free resources and tools including the Product Feed & GMC Optimization Checklist, YouTube Shorts Ads Playbook, and 12 Plug-and-Play Dashboards. Click here.

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