I talk a lot about scaling ad spend past plateaus.

But I rarely show you what running Google Ads at the highest level looks like.

So this morning, I went through some of our biggest accounts to see what they’re doing better than the rest.

The samples include:

A brand that generated €37.4M in revenue from €6.3M spend in the past year.

A brand that made $25M in revenue from $2.75M spend in the past year.

Plus many more that are doing 7 figures per month on Google.

While there are many factors that determine whether an account can reach that level of scale…

There’s one critical insight I think every brand should pay attention to.

The biggest driver of that growth was their ability to:

A lot of these brands have to compete against huge brands for hype-competitive keywords.

Things like “creatine powder,” “mattress,” “blanket.”

But not only do they show up for these terms…

They claim the top spots across both Search & Shopping.

In many cases, you'll see them appear 2-3 times inside the Shopping carousel.

And this isn’t limited to branded or product category searches

We also helped them expand into other keyword types, including:

After reviewing over 100 accounts this year, I’ve noticed a common pattern:

Every brand has some level of “search gaps.”

Right now, there are searches that should be driving sales for your products… but you're nowhere on the page.

There are valuable keywords where your competitors are burying you in the search results.

Every gap in your search coverage is a potential sale going to someone else.

And I want to highlight that:

This is NOT a small brand problem.

Even top brands are missing obvious, high-volume keywords that could drive serious revenue.

Look…

You might not have the budget to outbid big players on competitive keywords.

Or there are searches where you don't have the right landing pages to match.

However…

You should always look for search gaps you can profitably “fill” with the budget, resources, and assets you have.

Then gradually build the landing pages and assets needed to unlock what you can't capture yet.

That’s how we approach every account we take on.

The first thing we do is identify the high-value searches they're not showing up for.

From there, we never stop finding new audiences to reach.

The process looks like this:

1. Run keyword research and dig through Search Term Reports to uncover new keyword opportunities.

2. Track keywords that are gaining volume because of seasonal demand, trends, viral content, or shifts in consumer interest.

3. Optimize product feeds and GMC to better match how customers search.

4. Build & test new landing pages to expand to new keywords across every stage of the funnel

5. Create new feed variations that allow the same products to appear for more relevant searches.

(There’s more to it, like bidding strategies, campaign structure, segmentation, but you get the idea.)

Again, the goal is to make sure no search terms slip through the cracks.

That way, you tap into every audience segment that could potentially become your customers.

If you want someone to review your account and identify these search gaps… we’re offering a Google Ads audit to a few selected accounts.

More details on that here.

Jackson

Founder and CEO of Echelonn.

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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