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 move.

Many brands and agencies default to pouring money into the easy traffic like:

• Branded terms

• Retargeting audiences

• Product-focused keywords (e.g, “creatine,” “women’s dress”)

The reason? Those campaigns deliver great ROI and look great on the report.

So instead of testing new angles or targeting colder audiences, they double down on the safe bets.

That way, they can protect their profitability.

But at Echelonn, we don’t want to take on a brand just to protect the current numbers.

We’re here to grow them.

And that kind of growth usually comes from chasing the harder traffic:

People who’ve never heard of you, your product, or even your product type.

These campaigns feel riskier because they typically deliver lower ROAS (around 2x-3x).

But this is the path to 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.

We design our system to attract and convert a steady stream of fresh customers every day.

That’s the foundation for sustainable, predictable scale.

It’s how we helped one brand jump from €200K to €300k in a single month with the same ROAS.

We pulled it off by a combination of…

1. Putting 93% of the budget into acquiring new customers.

2. Allocating 15% of ad spend to top-of-funnel Demand Gen campaigns

3. Expanding into 4 new markets outside their home country

4. Finding new customer personas beyond their target demographic and building custom funnels tailored for each one

It’s not that the “standard” campaigns didn’t work for this brand.

They did.

For instance, their branded campaigns 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 success.

That audience would dry up eventually.

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

Now to be clear, this brand is an outlier.

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

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

We don’t always push prospecting so aggressively.

We’ve found that putting 60–80% of spend into customer acquisition is often the sweet spot.

Then we reserve 10–20% for testing new strategies, things like YouTube Ads, competitor campaigns, etc.

That approach has helped us scale over 300 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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