Why “optimizing your campaigns” can hurt you

One of the most common questions that I get asked:

“How fast can we see results from Google Ads?”

The honest answer?

It’s impossible to predict exactly how far you'll get in 1, 2, or even 6 months because it will depend on many things.

But after scaling multiple brands to $1M+/mo in Google Ads revenue, I’ve noticed a pattern:

There’s one method that can massively accelerate your results.

And it comes down to one simple idea:

Micro vs. Macro Gains

Micro Gains are small changes that help your current setup perform better.

They don’t change what you’re doing, just make it more efficient.

Example:

• Tightening negative keywords

• Minor headline or CTA tweaks in the landing page

• Testing small changes in descriptions for slightly better CTR

These are good moves.

They help you squeeze more profit from your existing setup.

You’ll see results, but it’s often not a dramatic shift.

On the other hand, Macro Gains are changes that create entirely new paths for revenue to come in.

You're not just tweaking what's there, you’re adding something new.

At a small scale, Macro Gains might look like:

1. Testing an entirely new keyword theme to reach a different intent group.

2. Launching a new landing page tailored to a new buyer persona.

3. Introducing radically different ad creatives, copy or product titles.

At a large scale, the effects multiply:

1. Expanding into new campaign types

2. Revamping your account structure to unlock new opportunities that your previous setup ignored.

3. Entering new geographic locations to multiply your market size

They reach new pockets of demand.

They create entirely new revenue streams that run independently of what you already have.

Which can multiply your total revenue potential.

Now here’s the thing, you NEED Macro Gains.

You need to capture every dollar available from your existing spend.

And for a lot of brands, that should be their priority.

Because right now, they’re not effectively capturing the traffic they’re paying for.

But there's only so far optimization alone can take you.

Eventually, you'll hit a ceiling.

To truly accelerate your growth (2x, 3x, or even 10x), you must find new frontiers.

New audiences. New Intent. New demands.

My advice?

Optimize, refine, and improve your account every single day.

But if your growth seems to stall out?

Be on the hunt for those Macro Gains.

Sometimes, what you’re looking for is simply another avenue.

It’ll take some effort up front to figure out new territory.

But once you crack it, the payoff is exponential.

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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