the Google Ads ladder

There’s a Google Ads principle my team uses that I think every eCom brand can benefit from:

Start with the low-hanging fruit.

The reason is simple.

Having some quick wins doesn’t just get your ad account moving.

They get you moving too.

In Google Ads, that means starting with the people closest to making a purchase…

Then slowly converting the colder traffic.

Here’s what it looks like: 

1. Retargeting

First up, retargeting.

pMax is great with this.

These are the people who’ve already visited your site, 

shown interest or maybe added something to their cart but didn’t check out.

They're on the edge of purchasing, and they just need a little push to convert.

This is where it’s the easiest to convert and make money from.

2. Branded Traffic

Next, focus on branded traffic.

These are the people searching for your brand or specific products.

They know you. They trust you. They’re already sold on the idea.

They want more information about your brand and your products.

Make sure you're right there at the top when they come looking.

3. Prospecting

Finally, we move on to prospecting.

This is where you reach out to new potential customers—folks who haven’t heard of you yet but might buy from you.

This is the toughest to nail.

It’s where I see brands struggle with the most.

But once you crack it, the game changes.

Everything else just gets stronger.

Retargeting gets easier, branded traffic gets bigger.

Your whole machine starts running smoother.

Sales keep coming in consistently.

Your revenue keeps climbing month after month.

This is the strategy we used to scale this brand to $1.49M/month.

We started with the easy wins, built up the momentum, and then expanded into the more profitable zones.

Most brands screw up Google Ads because they get caught up with all the complicated details of Google Ads.

My advice?

Keep it simple. Start easy. Then slowly level up.

Jackson,

Founder and CEO of Echelonn.

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