The challenge
The account had 400+ campaigns, most underperforming, and was leaning entirely on broad Performance Max with no structure. Product feed was incomplete, audience signals weren't configured, and conversion tracking was missing a step on mobile checkout — meaning 30% of mobile conversions weren't being attributed. Every previous agency had blamed Google's algorithm rather than diagnosing the underlying issues.
Our approach
- 01
Rebuilt account structure — separated brand, non-brand search, shopping, remarketing, and Performance Max by role
- 02
Cleaned and enriched the product feed with structured data, better titles, complete attributes
- 03
Configured proper audience signals and first-party data integration via Customer Match
- 04
Fixed mobile checkout tracking gap that was under-attributing 30% of conversions
- 05
Monthly spend ladders — no big jumps, no fear-of-missing-quarter behavior
- 06
Creative rotation aligned to seasonal demand curves rather than calendar months
Results
Ad spend scaled 4x over 6 months without ROAS degradation
ROAS lifted from 1.8x to 3.2x blended
Conversion tracking caught 30% of previously lost mobile conversions
Non-brand revenue share went from 22% to 58% of account — meaning actual growth, not cannibalized brand
CAC payback period cut in half
Timeline
Engagement: 3 months to full rebuild; ongoing monthly retainer.
What we learned
- Tracking was the highest-leverage fix; every optimization downstream of broken tracking was noise
- Non-brand revenue share is a cleaner health metric than blended ROAS for Google Ads accounts
- Spend ladders beat fear-of-missing-quarter scaling every time
“This is the first agency in three years that actually moved the needle. They know ads, but more importantly, they know e-commerce.”
— VP of Growth, E-commerce