Scaling up without giving up returns.
- 7x+
- ROAS, stable while the budget grew
- +16.5%
- conversion value in one month
- 3
- brands reallocated on performance
Where we started
This webshop sells professional equipment from dozens of brands, in the Netherlands and Belgium. The budget was split across brands that performed very differently.
- 01
Budget to the wrong brands
A weak performing brand got a lot of budget, while another brand sold much better.
- 02
Blind because of tracking
The tracking did not properly show which product and which variant brought in the sale.
- 03
A strong brand underused
A brand with potential had a feed that was not ready to advertise on.
What we did, step by step
- week 1
Budget to what works
The best selling brand got 20% more budget. The weakest brand was halved.
Why: Allocate on performance, not evenly.
- week 2 to 3
Tracking in order
We switched the tracking to a better solution. After that we could see again per product and variant what sold. An unprofitable brand in Belgium was switched off.
Why: Without good data you are steering blind.
- week 4 to 6
The underused brand made ready
We optimised the feed of that brand and then launched its own Performance Max campaign.
Why: A strong brand deserves its own campaign.
- week 7 to 9
Scaling up step by step
The best performing brands scaled up in steps. Irrelevant search terms excluded. Product reviews requested in Merchant Center, for stars in the ads.
Why: Small steps keep ROAS stable.
- week 10 to 12
Pruning during a dip
After two weeks of lower revenue we scaled back and excluded losing variants. The new brand now focuses on the 300 best selling products.
Why: No panic during a dip, but prune quickly.
How we changed the feed
Products were in the feed under the manufacturer's internal model name. A business owner does not search for a model number, but for what he needs.
Old title:
Dispenser M seriesNew title: [Brand] Hot Water Dispenser | Hot Water Machine for Hospitality
Old title:
Refrigerator KV seriesNew title: [Brand] Milk Fridge | For Coffee Machines | Hospitality
Examples for illustration, brand and model names left out.
Budget per brand and per country
Each brand and each country got its own campaign. That way you see exactly what pays off, and you move budget to what works.
The result
Growth compared to the previous month, with ROAS
| Month | Growth vs previous month | ROAS |
|---|---|---|
| month 1* | baseline | 7.79x |
| month 2 | +38.4% | 7.18x |
| month 3 | +16.5% | 7.15x |
Source: Google Ads. Absolute amounts left out at the client's request. *Month 1 not complete.
What you can learn from this
- 01Allocate budget on performance per brand
- 02Without good tracking you do not know what works
- 03During a dip: scale back and prune, do not push on blindly