This brand generated $31M by dimensionalizing their customer base

This is one of our biggest clients.

They came to us in August 2023, back when we were still JRB Media.

Over the past 20 months, we’ve generated over $31M from Google Ads alone.

What a ride.

But we didn’t start that way…

When we first partnered, they were only spending $17k a month on Google.

At that point, their growth was capped. And 90% of their revenue came from branded searches.

The biggest shift that led to this growth?

We dimensionalized their customer base.

Step by step, we stacked new layers of audience onto their targeting.

Here’s what it looks like in practice…

The first layer: Awareness levels

We tapped into potential buyers at different stages of the buying journey:

1. We optimized branded campaigns to capture every person searching for their products.

2. We introduced prospecting campaigns to target buyers looking for their product type.

3. We pushed into TOF campaigns to build awareness around our products.

Next, we added the next layer.

Within each stage of awareness, we identified untapped keywords to capture new search intents.

We also tapped into new campaign types that they haven’t run before:

• YouTube Ads

• Demand Gen

• Dynamic Search Ads

This gave them more market share within the Google ecosystem.

Finally, we tapped into the location layer.

Before, they were only reaching the Australian market.

We helped them break into new markets, including New Zealand, Singapore, and the U.S.

Each country followed the same structure, targeting different awareness levels, campaign types, and search intents.

Do you notice the pattern?

Over the past 2 years, we’ve been stacking more “dimensions” to their audience.

Awareness levels. Search intent. Campaign type. Location.

Each new layer showed up in the dashboard.

And as we expanded their audience base, so did their revenue.

Most of our partners came to us with the same situation:

They got stuck chasing the same pool of limited buyers.

Our approach is always the same:

First, we optimize (squeezing the most out of the current audience).

Then, we expand (finding the next untapped dimension).

And repeat.

Optimize, expand. Optimize, expand. Optimize, expand.

This way, we don’t just help them scale their ad spend and grow the brand.

But we also keep their profitability stable (and in many cases, push it even higher.)

So ask yourself:

1. How can I optimize my current account?

2. How can I dimensionalize my revenue?

The first question will make you more profitable.

The second question will make you more 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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