How we scale unscalable accounts to 7-fig months

A while ago, a guy asked me how we helped clients scale to 6 figures/month in Google Ads revenue and beyond.

The answer is actually super simple.

We start with locking in the foundational campaigns:

• Branded Search & Shopping

• Non-branded Search & Shopping

• PMax

These will cover your core audiences, including people looking for your brand, your product, or your product category.

Once those are dialed in, we use what I call the “scaling toolkit.”

It’s a set of strategies we roll out to help clients expand targeting and reach more buyers.

We group them into 3 buckets:

One is about what campaigns you run.

One is about who you sell to.

One is about how you structure the funnel to support them.

Let’s go through each one in more detail…

1. Expansion campaigns

When the foundational campaigns are in place, you can start layering on new ones.

These are campaigns that fewer brands think about running.

Which means that… they are less crowded and usually cheaper.

An example is competitor campaigns where you bid on a competitor’s brand name.

Or top-of-funnel Search, where you target broad, informational keywords (i.e, “how to keep skin healthy after 50” for a collagen supplement)

Or you can experiment with Dynamic Search Ads or Demand Gen campaigns.

These usually won’t deliver the same ROI as your core campaigns.

And some will work better depending on the type of product you sell.

A supplement brand, for instance, will find more search demand for TOF keywords compared to a women’s apparel brand.

But they can open new audiences, which translates to new revenue streams.

On top of that…

Some of these campaigns go after cold traffic, which offers almost unlimited room to scale.

We had one brand generate $1.2M from Demand Gen campaigns alone.

2. Customer Variants

Another way is to find new audiences for your existing products.

Too often, I see brands put all their resources into targeting one audience with one angle.

That works fine in the early days.

But over time, your audience pool will start shrinking.

Eventually, you'll find yourself in a frustrating position where you're spending more money just to get less revenue back.

And as you scale, it’s smart to expand into new audiences.

Most products can solve more than one problem or serve more than one type of customer.

For example, a standing desk can be sold to people searching for:

• “best desk for back pain”

• “desk for home office”

• “ergonomic office furniture”

And you can tap into new segments of customers by repositioning your existing products.

Here’s an example from a men’s fitness apparel brand…

We discovered something interesting when we analyzed their order data.

A portion of their sales came from women buying gifts for their boyfriends, husbands, and brothers.

So we created entirely new campaigns designed for this segment.

The messaging, ad copy, creatives, and offers all leaned into the “buy as a gift” angle.

Instead of showing ripped guys in gym gear, we showed product packaging shots.

Those campaigns brought in £77,993.13 in extra revenue for the brand.

The key is to make sure there’s real demand behind that new angle.

Otherwise, you’ll waste time building a funnel for an audience that doesn’t exist.

3. Supporting Funnel Assets

The strategies I've outlined above won't work effectively unless you have dedicated funnels to support them

Say you target a TOF keyword like “how to boost energy naturally.” 

It makes no sense to send them directly to a product page.

Or if you go after a new audience, you’ll need a landing page that matches their intent and motivations.

This is why you need to build new funnel components to support these expansion strategies.

Most of the time, that’ll be a new landing page.

And I'll be honest with you. It takes a ton of time and effort to do right.

But I would say the payoff is worth it.

Most brands ignore these strategies.

This means you'll face less competition for these audience segments.

It’s the reason we built a dedicated landing page department in the agency.

Some of our clients’ best-performing campaigns come directly from it.

What I’ve shared here is a high-level view of how we scale accounts.

The exact steps depend on your setup, and there are more nuances than I can fit into one email.

But this should give you a clear framework you can follow to push your spend higher.

Look at which strategies fit your business, start testing them, and see how far they can take your campaigns.

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.

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