The exact campaigns behind a $1.54M month

One of our partners just wrapped up a massive month with their Google Ads account.

We ended June at $1.54 million in Canadian dollars, which was over 70% of their total Shopify sales.

And today, I’d like to give you a “sneak peek” into how we did it.

Specifically, I’ll walk you through the exact campaigns that made this possible.

Let’s start with the top performer.

The one that brought in the most revenue, which generated CAD $1M was….

Our branded search campaigns.

Admittedly, that result shouldn’t be too surprising.

Any brand with solid awareness should see great returns from branded search.

But what isn’t so obvious is how we pulled it off.

Because last month, we doubled their branded revenue.

Now, the question is…

Why did branded search spike so much?

Was it people who saw the brand on social ads?

Was it the way we managed budgets and scaled the branded campaign?

Or was it the result of people discovering the brand through our YouTube ads or searching for related products on Google?

Answer:

All of the above.

While a big part of it came from our day-to-day management and scaling strategy…

This was only possible because of the prospecting campaigns running in the background.

These campaigns were designed to reach new people who were either:

1. Looking for a problem the product solves

2. Searching for products in this category.

They educate people about our products and what makes them different.

And then one of two things happens:

1. They either convert right away.

2. Or they build interest, and those people come back later and search for the brand name.

The great thing is:

These prospecting campaigns were deadly effective at getting customers on their own.

Our Performance Max campaigns, for example, brought in $472,905 in revenue with a 3.8 ROAS.

And what really stood out this month was one campaign in particular…

It wasn’t a standard PMax campaign focused on product keywords.

Those campaigns performed quite well, with ROAS ranging from 3 to 5.

(If you’ve run prospecting campaigns before, you’ll know is already a really good return.)

But this one hit a 9.4 ROAS.

That was a “conquesting” campaign, which targeted people searching for competitors in the space

(And sorry to those brands, but we ended up “stealing” about $22K in revenue.)

Now, to be fair, this campaign didn’t have the same scale as the others.

That might play a role in the higher ROAS, but we’d need to scale it further to see if those numbers still hold.

But this shows that there’s serious potential in these “risky” campaigns.

And here’s the thing:

When we reviewed Google Ads accounts from other brands, very few of them were testing campaigns like this.

And I get it, they’re not guaranteed to work.

But when they do, and when you execute them right, they can unlock major revenue.

We’ve run a similar competitor campaign for another client, and it’s pulled in over $150K.

Point is, always be testing.

On that note, we started experimenting with Demand Gen this month.

We launched 5 new campaigns using YouTube ad creatives.

Since we just turned them on, the algorithm still needs time to learn and optimize.

And because this brand sells high-ticket products (the average order value is $2.1K), most people won’t buy on impulse.

Which means the sales cycle tends to be longer.

So we don’t have complete performance data yet. But the early signals look promising.

Some of the people who saw our ads on YouTube later searched for the brand by name.

Which is a strong indicator that the ads are getting people interested and pulling them toward the purchase.

So that’s how we helped this brand generate over CAD 1.5M last month.

I’m not saying these exact campaigns will give you the same results.

In fact, they probably won’t.

That’s because this structure (and all the testing and tweaks behind it) was built for this brand, based on months of data prior.

But it does show the power of getting the right kind of structure for your brand.

If you want our help building a custom strategy like this for your Google Ads and get similar results…

Click here for more details

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.

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.