How to force Google to get customers for you

There’s a Google Ads principle we use that I think every eCom brand can benefit from:

Start with the low-hanging fruit.

The reason is simple.

Quick wins create positive cash flow, which you can pour back into your campaigns to fuel more growth.

They provide data on what actually works with your audience.

They give you the insights needed to adjust your strategy as you scale.

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

Then slowly converting the colder, harder-to-convert traffic.

This is the strategy we used to generate $3.23M with 191K in ad spend for this brand in the last 30 days.

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

Here’s what it looks like in practice: 

1. Retargeting

First, retarget the people who have engaged with your brand.

They've browsed your site. Maybe added items to their cart.

But they haven't pulled the trigger yet

They're on the edge of purchasing. And they just need that final nudge.

An incentive is sometimes all it takes to turn these viewers into buyers. 

This is your easiest money right here.

2. Branded Traffic

Next, branded traffic.

These potential buyers are already sold on your brand.

They're typing your name into Google, looking for your products.

Your job is to be right there when they come searching.

3. Prospecting

Finally, we move on to prospecting.

This is where you target cold traffic - people 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.

The pool for retargeting and branded campaigns gets bigger.

As you constantly put new people into the funnel, sales keep coming in consistently.

Scaling Google Ads becomes effortless.

Your revenue keeps climbing month after month without big drops in ROAS.

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

My advice?

Start easy. Then slowly work your way up.

The hard sales won’t come unless you master the easy sales first.

Jackson

Founder and CEO of Echelonn.

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