Your Google Ads are too profitable (here’s why)

We told our clients something most Google Ads agencies never would:

“Let’s shift more budget into the campaigns with lower ROAS.”

At first, they were skeptical.

Why pour more money into what looks like a weaker performer?

Especially when other campaigns are clearly delivering better returns.

But once we explained why, they quickly agreed that this was the best direction.

Many brands and agencies default to pouring money into branded terms and warm audiences.

The reason?

These are the easy wins—they deliver great ROI and look great on the report.

So they stay away from colder traffic. They don’t invest in testing new strategies.

That way, they can protect their profitability.

But at Echelonn, protecting current performance isn’t our goal.

It’s to grow them.

And growth doesn’t come from the safe bets. It comes from leaning into what feels risky:

Going after people who’ve never heard of you.

It’s risky because prospecting campaigns usually deliver lower ROAS (around 2x-3x).

But this is how you scale.

Scaling Google Ads isn’t just about squeezing more out of what’s already working.

It’s about expanding your reach across the entire Google ecosystem.

Because no matter how strong your brand awareness is, you’ll eventually hit a ceiling.

Retargeting has a limit. Branded search has a limit.

Even if social or Meta ads are driving more people to search for you…

You don’t want your Google Ads strategy riding on another platform’s performance.

Prospecting builds a steady pipeline of fresh customers into your funnel every day.

And that’s the foundation for sustainable, predictable scale.

It’s how we generated €300k for this brand in 1 month (a €100k jump from the previous month) with the same ROAS.

We did it by putting 93% of our budget into acquiring new customers.

Our prospecting spend went up by €23K (while that number was just €250 for branded).

It’s not that branded campaigns didn’t work for this brand.

It did.

They were crushing it with a 115x ROAS, driving 40% of total revenue.

We could have sat back, milked that traffic, and impressed the client with those big numbers.

But it would have given them a false sense of confidence.

That pool of customers would dry up eventually.

And they’d be buying today's customers at the cost of their future ones.

Now to be clear, this client is an outlier.

They had strong brand awareness and hyper-efficient branded campaigns.

That gives them the cash flow to go aggressive on getting new customers.

We don’t always push prospecting so aggressively.

We’ve found that putting 70–80% of spend into customer acquisition is the sweet spot.

That approach has helped us scale over 200 eCom brands on Google Ads.

Many reached 6-figure months. Some broke into 7.

If your goal is to drive serious, sustainable revenue with Google Ads, we haven’t found a better method than this.

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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