How good is Google Ads for getting new customers?

I was looking at our partners’ results this morning and found an interesting insight.

For one brand, prospecting campaigns generated 67% of their total revenue in May.

In other words:

2 out of every 3 sales came from new customers.

This completely contradicts the common belief that Google Ads is for converting warm traffic.

So I dug deeper into their account to see what was driving this.

And one pattern stood out:

We built their entire setup to prioritize new customer acquisition.

1. We invested nearly all their budget (95.4%) into prospecting campaigns.

2. We segmented these campaigns by intent (e.g., targeting people researching our product type or the benefits of our products) and tailored the messaging and offers to match.

3. We built dedicated landing pages designed for cold traffic – pages that address their needs, objections, and expectations.

4. We launched new campaigns every month to uncover new profitable market segments..

And I think that’s so key.

Too many brands say they struggle to scale Google Ads…

When they set up their account to chase a limited, unpredictable pool of traffic looking for their products.

To scale, you need to gradually increase your market share inside the Google ecosystem.

That’s how this brand grew their monthly revenue by 30% within 3 months working with us.

They maintained a steady stream of new customers by actively targeting and nurturing new market segments.

Now, I know I talk about this a lot in my content.

But remember… this is what the biggest brands do better than anyone in their industry.

Regardless of their size, they have a system built to focus on new customer acquisition.

Look, of course…

The extent of this approach is going to be different for every brand.

This brand is an outlier.

Our optimization combined with their brand awareness made branded campaigns extremely efficient with 71X ROAS.

That gives them the cash flow to go aggressive on getting new customers.

For most of our clients, we put 60–80% of spend into customer acquisition.

And admittedly, certain brands will have more success with prospecting due to the nature of their products.

(A trendy supplement like “ashwaganda” vs. something more saturated like “t-shirts”)

Ultimately though…

This philosophy has been a cornerstone of our Google Ads strategy.

And it’s been the driving force behind our clients’ rapid growth.

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.

• 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.

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.