Thinking
So many Google ad accounts we see are held back by failing to use the full power of the platform. This was exactly the case with one client who we scaled to £2 million in revenue from just over £200k in ad spend.
We used a strategic, full-funnel approach to the client's Google Ads account, creating a staggering 9.3x ROAS. Here's a behind-the-scenes look at the key strategies Public Nectar used to unlock this level of growth.
1 → Leveraging the Full Campaign Matrix
One of the first steps Public Nectar took was ensuring the account was utilising the full spectrum of Google Ads campaign types:
- Performance Max campaigns
- Standard Shopping campaigns to support Performance Max
- Standard Search campaigns for keyword targeting
- Display campaigns for retargeting
By diversifying the campaign mix, they were able to capture potential customers at every stage of the funnel.
Notably, Performance Max campaigns were a major driver of revenue. By shifting the budget from the Search campaigns into Performance Max, Public Nectar was able to drive 9.3x ROAS.
2 → Strategic Product Segmentation
Within the Performance Max campaigns, Public Nectar implemented a two-pronged segmentation strategy: performance-based and product-type.
For performance-based segmentation, they broke out the highest-performing "hero" products into their own campaigns to maximise their potential. On the flip side, underperforming "villain" products were isolated in a separate campaign with lower budgets and more stringent ROAS targets.
For product type segmentation, they created separate campaigns for each major product category, like "car seats". Within each of these campaigns, they further segmented products into "heroes", "villains", and "core" tiers.
This granular structure allowed for strategic budget allocation and bidding based on each product segment's performance.
3 → Granular Audience Targeting
To give Google's algorithm as much direction as possible, Public Nectar built out granular audience targeting within each Performance Max campaign.
They tested a variety of audience signals, including:
- In-market audiences
- Affinity audiences
- Cart abandoners
- Customer match lists
By providing these audience signals, they helped guide Google's machine learning to find the most likely converters.
On top of audience targeting, they layered on "search themes" - essentially keywords they wanted the ads to show for. For example, in the "car seats" campaign, they targeted search themes like "Maxi Cosi car seats" and "Britax car seats".
This combination of audience signals and search themes allowed for laser-focused targeting.
The end result? A whopping £1.9 million in revenue from just £213k in ad spend - a 9.3x ROAS.
This is the power of a meticulously structured, full-funnel Google Ads strategy. By leveraging the right campaign types, segmenting products strategically, and targeting granularly, ecommerce brands can achieve serious growth.
If you want to see how a profit-driven Google Ads approach can transform your business, book a free discovery call with Public Nectar. Our team of experts is ready to help you unlock your growth potential.
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