How to waste your revenue potential

We’ve been running Google Ads for over 4 years now.

In that time, we’ve seen brands come to us in all kinds of situations.

Some have been at it for months but just can’t seem to make it work.

Some are already crushing it on other platforms and want to add Google as another revenue stream.

Some are making solid sales and want our help to scale up.

But for me, there’s one situation that I find the most interesting. 

It’s when brands that used to kill it suddenly hit a wall.

CPCs shoot up. ROAS drops. Profit margins take a hit.

And the common pattern here?

They stopped pushing as hard when Google Ads started working for them.

They stopped putting in the effort once their Google Ads started performing.

They scaled back their attention, expanded to other channels, and only checked in on their Google campaigns every now and then.

It wasn’t that Google Ads stopped working for them.

It was that they stopped working hard.

Here’s the thing…

You’ll be tempted to pull the gas off the pedal after a good month.

You’ve reached your KPIs.

You’ve hit your revenue goal early.

Everything looks good, so you stop testing and optimizing as hard as before.

But this is actually the best time to push harder.

Because that’s when possibilities are opening up.

When follow-up strategies are most likely to take effect.

When it’s easiest to increase your ROAS, make more money, and get more profitable.

So the next time you’ve got Google Ads on the run, keep it on the run.

Keep the momentum going.

Set new goals.

Analyze what went well and what could be improved.

Reinvest the money to test out new ads, new campaigns, and new channels.

Keep optimizing and use your data to find more ways to make more money.

Use this win to fuel even bigger wins down the road.

The ceiling is much higher than you think.

Jackson.

Founder and CEO of Echelonn.

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