When you sell other people's brands you can't win on product, so you have to win on how you spend.

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Every product had the same ROAS target regardless of its margin.

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Low-margin products looked profitable on paper but lost money in reality.

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Most buyers search for a brand name, and the account didn't split those searches out.

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A few brands were losing money on every sale.

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Bestsellers went out of stock at the worst possible times.

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They needed every pound going towards products that actually made money.

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We built Google around real product margins and then scaled it hard for the most profitable brands.

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ROAS Targets Set By Margin

‍We worked out the real cost of every product and gave each margin band its own ROAS target, because some products need 6-7x just to break even while others only need 3x, and now the account knows the difference.

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Product Brand Searches Get The Budget

‍Most sales come from people searching "Redken" or "Olaplex", so branded Shopping got its own campaigns and its own budget, and when we split campaigns by brand, conversion value rose 30% in the first few weeks.

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Cut The Losers, Scale The Rest

‍We dropped the brands that lost money on every sale and set targets for new customers rather than just ROAS, and working with Google's Accelerated Growth team we scaled monthly spend by more than 5x.