The missing link

I came across a saying recently that really resonates with me:

“A lot of mistakes come from copying people playing a different game than you”

I think this perfectly applies to Google Ads.

So often, we see brands fail miserably after copying someone else's tactics.

They see someone killing it with a particular strategy and think, "If it worked for them, it'll work for me."

But here's the hard truth: 

It’s not the strategy that works. It’s the brand that makes the strategy work.

A few years ago, one of my clients struggled to get traction.

They’d spent months trying to replicate a competitor’s strategy.

But they couldn’t scale their ad spend without seeing a dramatic drop in ROAS.

Why?

Because they were a different brand with a different audience and a different market.

And most importantly, they had different goals.

Their competitor was more focused on remarketing and converting branded traffic.

But they wanted to find and convert people who hadn’t heard about their brand, too.

So when they started working with us, we did something different.

We focused on understanding their brand, their audience, and their strengths.

We crafted a strategy that was uniquely theirs:

Clear segmentation between branded and non-branded campaigns.

Personalized ad copy that spoke directly to their audience.

Unique offers that highlighted their strengths.

Bidding strategy that suits their budget.

We didn’t just copy-paste success from someone else.

We created a blueprint tailored to their needs and goals.

The result?

A drastic improvement in their ROAS and a significant drop in acquisition costs.

They didn't just survive. They thrived.

And that’s the lesson here.

Don’t blindly follow someone else’s playbook.

Your goal is unique. Your strategy should be, too.

Take inspiration, sure.

But adapt it to fit your context.

Sometimes, the best path to success is the one you carve out for yourself.

Play your own game.

Jackson

CEO and Founder of Echelonn

P.S.

If you’re an eCom brand making over $1M in annual revenue & looking to scale your brand with Google Ads…

We’re opening a few slots this month.

The goal?

We’ll help you turn Google Ads into a profitable and predictable channel for your business.

Click here to book a call with us.

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