Behind the scenes: what happens when you scale Google ad spend

Most brands know they need to spend more to scale Google Ads.

But they don’t know how to get their profitability back up afterward.

We took a brand to 6 figures in ad spend while keeping the same ROAS:

The 2 phases we went through to make it happen:

Before working with us, this brand was making $382k in December with a 6.13X ROAS.

Solid numbers, but we saw huge potential to scale even further.

So in January, we mapped out a few strategic moves to increase their ad spend and push for bigger gains:

1. Launched 4 new campaigns to expand our reach

2. Aggressively increased our budget to maximize visibility

3. Duplicated product feeds to capture more space in the Shopping results

As a result, sales shot up by 50%, and revenue climbed by 45%.

But there was a downside:

Profitability took a hit and dropped by over 30%.

So in February, our top priority was to get our ROAS back on track without causing a significant drop in sales.

Here’s what we did:

First, we restructured our campaigns by splitting products into smaller groups.

This made it easier to control costs for each product and make starter budget decisions.

Then we tightened our CPA targets.

We set stricter limits for how much we spent to get a new customer.

This helped reduce costs, even if it meant slowing down sales a bit.

Lastly, we refined our targeting.

We added specific audience groups to shopping campaigns to target more relevant users.

We also analyzed search terms and added irrelevant keywords to our negative keyword lists.

This kept our ads relevant and reduced wasted ad spend on irrelevant clicks.

By making these changes, we managed to get our CPA back down and increase our ROAS.

On top of that, we set up the account for future scaling.

In March, we’ll be building on this momentum by:

• Optimizing existing campaigns

• Scaling budgets across all markets

• Launching TOF campaigns (Video & Demand Gen)

Scaling your account will introduce more inefficiencies and drag down your ROAS.

It’s a natural consequence of tapping into fresh segments and markets.

The best way to counteract them is to keep your metrics on lock and prepare a plan to protect your margins.

That’s how you scale without sacrificing your bottom line.

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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