You vs. top brands on Google

Over the past 5 years, we've managed over 2,000 Google ad campaigns, working with major brands like Obvi, Craftd and Wine by Lamborghini.

Time and again, we see this same costly oversight holding back ad accounts that don’t know what they’re really doing:

Treating all their customers the same in Google Ads.

They run the same generic campaigns to everyone - recent buyers, old customers, and brand new prospects alike.

This "spray and pray" approach burns through budget AND delivers mediocre results.

Think about it:

You're showing the same ads, with the same offers, to someone who just bought from you yesterday and someone who's never heard of your brand.

You're wasting money retargeting recent customers with first-time buyer discounts they can't even use.

Your high-value VIP customers are seeing the same basic promotions as one-time bargain hunters.

And your churned customers?

They're being completely ignored instead of strategically re-engaged.

The key is proper customer segmentation.

Here's how the top-performing brands do it:

1. Create distinct customer lists based on behavior and value

• Recent buyers (last 30-90 days)

• High-value VIPs

• One-time purchasers

• Churned customers

• Non-purchasers

2. Update these lists weekly to keep data fresh

3. Use unique campaigns and offers for each segment:

• Exclude recent buyers from acquisition campaigns

• Target VIPs with exclusive early access

• Re-engage churned customers with win-back offers

• Convert one-time buyers into repeat customers

This targeted approach is insanely simple to implement.

Plus you get improved relevance and ROI across your entire account.

Remember, it’s the little things you need to keep doing regularly.

See you in the next one.

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 a 1-time Google ads buildout: For brands that are new to Google or looking to add another revenue model WITHOUT a retainer. We’ll do a one-time buildout over 30 days for you to profit from day 1. Click here for more info.

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