[Breakdown] What does a $1M/mo Google Ads account structure look like?

One of our partners recently crossed $1M in monthly revenue from Google Ads.

Now, that’s not the most impressive part.

What's impressive is that they did it again the next month… and the month after that… at the same profitability.

There’s no major drop in performance, aside from a few minor seasonal shifts.

After years of managing accounts, I’ve realized something important:

A lot of brands can have a great month. Very few can sustain it.

You've probably felt this yourself.

You increase the budget, and for a couple of weeks, everything looks solid.

Then suddenly things started to slip. ROAS declines, CPMs creep up, and before long, you’re spending more just to make less.

The worst part is, you can't just "turn it back down" because now your team, your investors, or your own expectations are locked into that higher number.

So what separates the brands that spike once from those that scale profitably month after month?

It comes down to one thing: Architecture.

More specifically, the way your campaigns are designed to generate their own momentum.

Let me show you what I mean.

Most brands scale by doing more of what's already working.

Branded search is crushing it? Great, pump more budget there. Is Performance Max profitable? Push it harder.

That works… until the audience pool from those campaigns runs dry. Then you're stuck.

The brands that sustain growth do something different.

They build what I call a self-feeding flywheel.

Here's the actual breakdown for this client last month:

• Total Spend: $272K

• Total Revenue: $1.92M

• Blended ROAS: 7.1X

And where most people misread their own accounts:

• Prospecting (83% of spend): $214K at 3.6X ROAS

• Branded (17% of spend): $44K at 26.5X ROAS

Many people would look at that branded ROAS and think we're underinvesting in branded campaigns.

Why wouldn't we dump more budget into campaigns returning 26X?

Because the thing is, branded search only works if people know to search for you.

And the only way to sustain that at scale is to keep feeding it with new prospecting traffic.

Here's how the flywheel actually runs:

Performance Max (70% of total budget) pulls $764K in revenue at 3.6X ROAS. These campaigns are introducing new customers to the brand every single day, customers who've never heard of them before.

Search Prospecting (10% of budget) brings in another $69K at 3.7X ROAS. Lower volume, but extremely qualified traffic actively looking for solutions.

Demand Gen (5% of budget) runs at the top of the funnel, educating cold audiences on YouTube and Discovery so they understand the problem when they’re still unaware of our products.

Some people convert immediately from these campaigns.

Many discover the product, browse, think about it, and then come back days or weeks later searching for the brand name.

That branded search volume compounds every month.

This is the architecture: Prospecting creates branded demand. Branded revenue funds more prospecting. The loop accelerates.

And when you get the architecture right, you stop worrying about whether you can scale. You start thinking about how much you want to scale.

Because the machine just runs.

So here's the question I'd ask you:

Can your account sustain the growth you're aiming for?

Or are you one big budget push away from watching everything unravel?

If you're not sure, or if you've already hit that wall book here with us.

We'll walk through your account and show you exactly what needs to change.

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.

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