Don’t rebuild your site. Do this instead for Better Ad ROI

With the help of heatmaps, we hit an important milestone: 1.41 ROAS for a client who was stuck at 0.73.

Sounds small but this number was in the upper end for this industry.

Same ads. Same budget. Same audience.

The only difference was the landing page.

It was satisfying but made me realize something fundamental about Google Ads:

Most agencies are optimizing the wrong thing.

They obsess over audiences, keywords, and bid strategies.

But they send traffic to pages that weren't built for ad traffic.

Most brands destroy their Google Ads performance without realizing it.

They see declining conversions and think, "Time for a complete website redesign."

Big mistake.

Full redesigns don't just tank your conversion rates. They wipe out your pixel data, reset Google's learning phases, and kill your attribution tracking.

You're basically starting from zero while burning through your ad budget.

A Quick Breakdown of the Methodology

Instead of rebuilding entire websites, we started testing custom landing pages for Google Shopping campaigns.

Just simple isolated tests.

We'd take a client's top-performing Shopping campaigns, identify their highest revenue products, then build custom sales pages for just those specific items.

Duplicate products in your Google Shopping feed with identical data. One version points to your original product page. The other points to your custom sales page.

Set equal budgets and let Google's algorithm decide which performs better.

Most brands don't know this, but Google Shopping doesn't require standard product pages as landing pages. You can send traffic to custom sales pages as long as you meet Google Merchant Center requirements. So in terms of CRO and optimizations, the sky's the limit here.

We tested this with a nutrition brand:

Custom sales page vs. standard product page. Same ads, same targeting, same products. Only difference was the landing page.

Custom landing page ROAS: 1.41

Standard product page ROAS: 0.73

That's a 93% improvement in overall ROAS.

Zero changes to ad creative or targeting.

Of course, once you’ve validated this you need to do CRO on these pages.

The problem is Google Analytics 4 gives you delayed data. Sometimes 48 hours behind.

But you need real-time insights to see what's actually working with paid traffic.

User behavior from Google Ads is completely different from organic traffic.

You can't optimize one the same way as the other.

We started using real-time analytics tools that show exactly how ad traffic behaves on custom pages. No delays, no complex setup (literally 2 mins) and you don’t need a dev. to set it up.

Check it out here

The bottom line

Don't rebuild everything at once.

Test your way to better performance, especially with Google Ads traffic where every click costs money.

Start with your top Shopping campaigns. Build custom pages for your best products. Let the data decide what wins.

Talk soon,

Jackson

CEO and Founder 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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