[Case study] €29.5M in 1 year: How to stack customers on Google Ads

The other day, I was reviewing client results when I came across a case worth sharing.

This is one of our fastest-growing Google Ads accounts last year.

In 2025, we generated over €29.5M from €4.55M in Google Ads spend.

€25.8M in added revenue YoY.

It’s been an incredible ride.

But we didn’t start that way…

When we first partnered, they were doing around $400k per month on Google Ads.

It was decent… but nowhere close to what they could have been doing.

Especially when we take into account their product category and brand awareness.

So what was the biggest shift that unlocked this growth?

We dimensionalized their customer base.

Step by step, we stacked new layers of audience onto their targeting.

Here’s what it looks like in practice…

First, we analyzed their account to see who they were targeting.

This gave us a clear picture of the limitations holding them back.

We found out they were running branded and prospecting traffic, but doing it in an inefficient way.

• Both traffic types were mixed inside the same campaigns, which inflated CPCs for both

• Prospecting campaigns only covered a fraction of the keywords they could target

• Branded traffic had a poor bidding strategy & match type setup, which resulted in high CPCs

Once we knew what was holding the brand back, we got to work.

1. The first layer

First, we built new branded campaigns to capture every person searching for their brand..

We dialed in every setting… bidding strategy, match type, everything… to accomplish two goals:

• Dominate top positions on branded searches

• Do it at the lowest possible CPC

We also cleaned up their initial prospecting campaigns to make them work harder:

• Added new asset groups and removed outdated ones in their PMax campaigns

• Introduced a new, more comprehensive keyword list to all campaigns and cut underperforming ones

• Optimized the ad copy, product feed, GMC, and landing pages

The impact was immediate.

Shortly after just the first layer:

• ROAS increased by 78.6%

• Revenue grew by 56%

• Spend dropped by 12.4%

In other words:

We expanded into a bigger audience, but we reached them more efficiently, at a lower cost.

And this was only the first, most basic layer we implemented.

2. The second layer 

Next, we launched new prospecting campaigns to expand their reach.

We spotted a gap where they had limited presence in the Shopping network.

Only a small part of their PMax spend was flowing into Shopping placements.

That was a problem because their product was highly visual.

It was the exact type of item that would sell well in Shopping feeds.

So we rolled out Feed-only PMax and Standard Shopping campaigns to dominate these placements.

Then we expanded further with a few prospecting campaign types that consistently work well for us:

• Dynamic Search Ads

• Competitor conquesting campaigns

• Search campaigns built around best-selling products

Over 12 months, we built out more than 30 campaigns across the 5 core markets they targeted.

3. The third layer 

In May last year, Google launched a new tool for Search Ads called AI Max.

If you’re not familiar with it…

It’s basically a version of PMax but built into Search.

It helps you show up on relevant searches that aren’t explicitly in your keyword list.

Right after its launch, we studied the best practices and tested it for this brand.

The results looked super positive after one month.

Even though CPC and conversion rate dipped a bit (which is normal when you expand to a broader audience)...

Revenue from Search campaigns surged, with only a minor drop in ROAS.

We've kept it running ever since.

And their Search campaigns now drive a big portion of their revenue.

4. The fourth layer

If you look closely at the performance graph, you'll see periods where revenue and ROAS spiked.

A major use case for their product is gifting, and the demand for it explodes during holidays like Valentine’s Day.

When that happened, we made sure to capture every ounce of that traffic with:

• Holiday-specific campaigns

• Keyword strategies built around trending search terms

• Custom landing pages and ad copy

• GMC promotions and ad extensions highlighting seasonal sales

These holiday pushes give us massive jumps in ROAS and revenue.

They also flood the brand with new customers… people discovering them for the first time.

Which is massive for a product with a high repeat purchase rate.

5. The fifth layer

This final layer is something we optimized continuously the entire time.

Since they sell across multiple countries, we customized every setting for each market.

That means both on a “technical” side: different bidding strategy, GMC, campaign structure, etc

And on a “marketing” side: ad copy, landing page, messaging, etc.

All to make sure they got the best out of each country.

Do you notice the pattern?

Over the past year, we’ve been stacking more “dimensions” to their audience.

Awareness levels. Search intent. Campaign type. Location.

As we expanded their audience base, so did their revenue. Each new layer showed up in the dashboard.

A lot of ecom brands came to us with the same situation:

They got stuck chasing the same pool of limited buyers.

Our execution may differ slightly from brand to brand, but the strategy stays the same:

1. Expand to the next untapped dimension

2. Optimize the existing audience for maximum efficiency

Then repeat.

This way, we don’t just help them scale their ad spend and grow the brand.

But we also keep their profitability stable (and in many cases like this, push it much higher.)

If you’d like to get similar results to this brand…

Grab a call with me here.

I’ll walk you through what Google Ads can unlock for your brand when it’s run properly.

Jackson

Founder and CEO of Echelonn

How we can help:

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