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How I Scaled A Client To $1000/day In Profitable Ad Spend

by Myles Root

Contents
  1. 45-day results
  1. Identifying Their Main Problems
  1. The Foundations Of A Profitable Google Ads Strategy
  1. Re-Structuring Their Shopping Campaigns Based 4 Performance Targets
  1. Setting Up Top-Funnel Search Campaigns
  1. Setting Up PMax Asset-Only Campaigns For Re-marketing
  1. Improving Their Microsoft Ads Performance
Video Going Over This Document
Myles Root
  • I have helped over 15+ brands across multiple niches purely with Google Ads strategy for the last 1.2 years.
  • On a monthly basis I work with 5-6 eCommerce brands doing 6+ & 7+ figures a year and manage between £68k - £100k in ad spend every month.
  • I help them move away from reliance on Meta by creating a new customer acquisition strategy in Google Ads.
45-Day Results
Google Ads Dashboard
TripleWhale Dashboard
Step #1:
Paid Audit To Identify Problems
Why Pay For An Audit?
Before coming on as a client, the brand owner wanted a full audit of the Google Ads account.
No changes had been made for 6 months, and performance and Shopify revenue had declined each month.
He wanted to know if it was possible to revive and scale the account, and also sus me out to see if I knew what I was doing.
I offer paid audits as one of the ways to help eCom brand owners who don't want a full-time management of their ads, and just want to know whether they're wasting massive amounts of ad spend, or want to know how scale their account.
Everyone in the space offers free audits, but I disagree with those.
In doing a free audit, the agency is incentivised to make it seem as if the Google Ads account is setup wrong / losing money with the idea to then get hired to "fix" it.
By doing paid audits, I'm not incentivised to then sell you my service afterwards, and you just get the accurate facts of what your account needs.
More info about his offer at this link / in the video description.
Step #2:
Data, Unit Economics & Feed Setup
The Foundations
Here's a list of things that we helped the client setup in order to track our ROAS, and improve the foundations of the account.
  • Tag-based conversion tracking in Google Ads for purchases, add-to-cart, begin checkout and product view.
  • Worked with them to get an accurate picture of their brand's unit economics so we could set profitable targets for advertising.
  • Use this guide to learn what metrics you should track for your brand.
  • Setup a 3rd-party data feed platform that can help them manage & optimise their shopping feed across multiple channels (Google, Microsoft etc…)
  • Setup TripleWhale to act as a source of truth, and consolidate their brand's data into one place where we can track & improve things.
Step #3:
Getting Aligned On Goals & KPIs
A Single Goal
  • Their goal for the first 30-days was to reverse the down-trend in revenue that had been happening MoM.
Step #4:
Re-Structuring Their Shopping Ads
Analysing Product Data
I exported the last 90-days of Google Ads and Shopify product data.
4 Performance Categories
I setup 4 PMax campaigns, each with a different performance category of product.
I only started with PMax as there was a lot of conversion data in this account, normally I would go with standard shopping.
I looked for products that showed a healthy Google ROAS above a high spend threshold.
High spend is important because then the ROAS value is more accurate as there's a lot more data which means that outliers are averaged.
I split products into 4 categories based on 90-day ad spend & ROAS, using custom-labels to easily organise them in my campaigns
Category 1 products (best performers) were put in campaigns with higher budgets & lower tROAS targets.
Category 4 products had lower budgets, as well as higher tROAS targets.
Lower tROAS targets mean that bidding is more aggressive, and Google will bid a higher CPC amount in order to get the person to see your ad (higher CPC = higher ranking ad in the results).
As I knew these products perform well, I'm willing to bid more aggressively on them compared to the lower category ones.
All Other Products
I setup a catch-all PMax campaign with a high-ish tROAS.
This is to catch any searches that are likely to convert (high tROAS only bids for people likely to convert).
The products in the catch-all weren't getting many conversions at all, so it was given a low budget.
As products come in and out of demand in the client's niche it's useful to have this campaign to pick up easy conversions at a good ROAS.
Step #5
Top-Funnel Search
2 Search Term Categories
Due to high budgets, after 14-days we'd collected a good amount of data in the PMax campaigns.
I Looked at PMax insights to see what keywords were converting well for us, and two categories of search terms were driving significant conversion value across all 4 of our PMax campaigns.
I targeted these keywords categories in a search campaign. Each category was given it's own ad group with 15 keywords, and I used broad match to get maximum volume.
Bidding was max clicks with $100/day budget to start, and then once the bid algorithm had found a good CPC that got us lots of traffic I switched to manual CPC and set the bid cap to that.
Before starting the campaign I excluded brand search terms and common irrelevant terms.
When running search campaigns using broad match, the most important thing to do is check the search terms report and exclude irrelevant keywords. By doing this often, the campaign performance has improved week over week as we're targeting more relevant traffic.
Step #6:
Re-Marketing Campaign
PMax Asset-Only
These are PMax campaigns that don't have a product feed, so just display ads on search / display / YouTube.
By setting the tROAS high, it basically acts as a re-marketing campaign that's very efficient as it targets all networks.
Exclude searches for your brand by either using a brand list, or applying a negative keyword list.
Give the campaign audience signals of your recent website visitors.
This campaign type is not "best-practice" by any means, but it's working well in this case so I've stuck with it.
Looking at where the PMax campaign is spending, by using a script, I can see that around 75% of spend is on the search network, and 25% on the display network.
Step #7:
Improving Microsoft Ads
Bidding More On Top-Funnel
Microsoft was not seeing a good first-click ROAS in TripleWhale, but the last click ROAS was good.
This shows that the channel was spending on bottom-funnel traffic, and not driving first-time touch-points with customers.
I created a top-funnel search campaign, targeting the same keywords as the Google campaign.
As audiences will be searching very similar things on each browser, this works well.
Focusing On Winners
As Microsoft is a secondary channel with low spend, the focus should be on best-performing products.
There was already a PMax campaign (same function as in Google) setup in the account, and it was performing relatively decent.
However, spend was spread too thin across all our SKUs as it was advertising all of them.
I removed all but those in the category 1 & 2 campaign on Google.
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