How we use the 2X Rule to uncover low-performing products

As you scale, there will be more moving parts inside your account.

More keywords to handle.

More campaigns to manage.

More optimization to implement.

The more complex things get, the easier it is for waste to creep in.

And the longer you ignore it, the deeper the damage to your budget.

During our audit for a brand, we spotted a critical issue:

They were pushing ads for every single product in their catalog.

This is a problem because not every product “works” on Google.

Some simply don’t convert, no matter how well you advertise them.

If you keep pushing those products, they’ll burn through your budget fast.

So we stepped in to plug the leak immediately.

First, we used the 2X rule to pinpoint low-performing products.

If an item spends 2x its price but can’t break even on ROAS, it’s a deadweight.

After running the numbers, we found 674 products that failed this test.

In 90 days, they wasted $20K in ad spend promoting them.

If they had let this continue, the impact would’ve been even more catastrophic.

So cutting them was a no-brainer.

That one decision had a huge impact on their bottom line.

It was like lifting a weight off the account’s back.

We stopped the waste and freed up more budget to push high-performers.

As a result, we added $45K in monthly revenue and lifted ROAS by 15%.

When looking to boost profitability, our team always starts with one simple question:

Where's the waste hiding?

And the second we find it, we immediately work on it.

Because every dollar it drains is a dollar that could be driving revenue.

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.

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