How We Reached €450,000 Revenue with a ROAS 430%+ Within 5 Months?

Before:

• Spend: €13.6K
• ROAS: 230%
• Revenue: €100K

After:

• Spend: €119K
• ROAS: 390%
• Revenue: €462K

Problem Assessment:

The brand was a fast-growing sleep & wellness company with strong exit ambitions, but Google Ads was underperforming due to a chaotic account structure, broken tracking, and inflated performance data. Despite heavy investment in Meta, Google was used mainly for retargeting and failed to drive scalable, profitable acquisition, with unclear ROAS and missed CPA targets. The company needed a clean, reliable system to turn its strong USP and customer trust into predictable growth.

Challenges included:

• Disorganized Google Ads account with no clear strategy or scaling framework

• Broken tracking and inflated data, making performance and decision-making unreliable

• Google used mainly as a retargeting channel, limiting non-branded growth

• Unclear break-even ROAS and CPA targets not being met

• No predictable system to turn €80 AOV into profitable, scalable growth

• Messaging failed to match the sensitive, problem–solution needs of the 40+ audience

• Strong USP and social proof not effectively translated into scalable Google Ads performance

Key Actions:

• Built a 90-day strategic roadmap as the foundation for scalable growth

• Launched core campaign structure:

  • Non-branded Performance Max (Shopping-only, feed-based)

  • Branded Search and Branded Shopping

  • High-intent non-branded Search

• Activated Google Merchant Center to unlock Shopping campaigns

• Implemented clean, accurate tracking

• Capitalized on the Mother’s Day promotion to drive early, record-breaking results

Strategic Levers:

The biggest growth came from restructuring PMAX and Search around true incrementality and revenue impact. By leveraging PMAX Insights to unlock new non-branded demand, separating bestsellers for tighter control, and shifting bidding toward revenue-based targets, the account evolved into a predictable and scalable growth system.

Key Tactics:

• Used PMAX Insights (Mike Rhodes approach) to discover and scale high-intent non-branded keywords

• Split PMAX into Bestsellers vs. Other Products to improve control and scaling efficiency

• Built a PMAX Full Build with top-performing creatives and scaled it to €300/day

• Fully excluded branded terms from PMAX to protect true incremental growth

• Switched bidding to revenue-focused targets for efficient scaling

• Optimized meta titles across all products to improve Shopping visibility and performance

• Tested Broad vs. Exact Match in non-branded Search and scaled Broad after it outperformed

• Launched and later paused Demand Gen based on efficiency and creative constraints

• Replaced rejected Merchant Center images to ensure full catalog approval

• Tested competitor and product-split campaigns, pausing those that didn’t justify scale

• Maintained close alignment via strategy calls and real-time Slack updates focused on ROAS, CPA, and revenue

Key Results and Impact:

In 5 months:

• We increased spend nearly 9 times with a stable ROAS.
• Monthly revenue doubled and cost per conversion decreased.
• Built a clear structure that allowed us to scale profitably.

To Achieve Similar Results for Your Brand:

Follow these steps:

1. Clean and align tracking with real revenue before scaling

2. Separate branded vs. non-branded traffic to protect incrementality

3. Use PMAX Insights to uncover and scale high-intent non-brand demand

4. Split bestsellers vs. other products for better budget control

5. Scale aggressively, then optimize back to the most profitable spend level

6. Optimize feeds, titles, and Merchant Center compliance to unlock Shopping scale

7. Test fast, cut inefficiencies quickly, and double down on what proves ROAS-positive